gianpaolo lorusso

  • A Quick Recap of the International Session of PPC Masters in Berlin

    On Thursday 2/16 I was in Berlin attending to PPC Masters, the largest vertical conference about Pay Per Click in Germany ( This 4th edition has been animated by around 270 participants and 16 speakers coming mainly from Germany, but also from Check Republic, India, Italy, Norway (or USA, depending if you consider birthplace or professional choices), Poland and UK.

    State of Digitalin Paid Search Display- 13 readers -
  • Web Summit is… HUGE

    I have recently been at Web Summit Conference in Lisbon (November 7 to 9) and the first word I could think of when I sat down to write this post was: “huge”. Over 50,000 participants made it the largest web related event I have ever attended to (and one of the biggest I joined in all fields, if you exclude a couple of concerts & sporting events!).

    State of Digital- 14 readers -
  • The state of PPC conferences in Europe

    I have just come back from Heroconf London, the PPC event held by Hanapin Marketing in Europe and Marketing Festival in Ostrava (Czech Republic), the digital marketing event organized by Jindrich Fáborský. On February 1st was at PPC Masters in Berlin and on April 1st organized myself ADworld Experience in Bologna (Italy).

    State of Digitalin Paid Search- 10 readers -
  • Conversion Jam Rocks

    On 9/22 I joined Conversion Jam #6 in Stockholm and I have to say that it is one of the best web marketing related events I have taken part to in 2016 (and I joined quite a lot of them). Not only John Eckman (in fancy orange dress), founder of Conversionista, suceeded to organize the largest CRO event in the world (there were 650 participants), but he did it outside USA! Chapeau.

    State of Digital- 9 readers -
  • Achieving an effective PPC account structure. Art or Science?

    Some days ago I have been asked to set the structure of an AdWords account to promote time limited special offers (mainly in the fashion industry). It came again to me the most frequent question I have had to answer to since I started working on AdWords (more than 10 years ago). What is the “perfect” way to organize an account starting from zero? In all these years I could ...

    State of Digitalin Paid Search- 9 readers -
  • AdWords Extended Text Ads are already among us

    Several different sources confirmed to me that the new extended format for AdWords text ads has been extensively tested in the past months and their final release to all advertisers is imminent. Ads will pass from the current 25 characters title + 2 lines of 35 characters to 2 headlines of 30 characters each + 80 of descriptive text to better fit the overwhelming mobile queries numbers.

    State of Digitalin Paid Search Google- 16 readers -
  • The Goals Tracking Guide for Analytics [Infographic]

    Estimated reading time: 2 minutes, 8 seconds If I could highlight THE one single thing, identifying wannabes from real online marketing & PPC professionals it would be tracking the right conversion actions on landing pages and wesbites. It is not easy, it is site-specific and it is not automatic (at least not completely, up to now).

    State of Digitalin Social- 7 readers -
  • AdWords self-optimizing accounts demystified

    Estimated reading time: 5 minutes, 27 seconds AdWords is clearly moving towards higher automated and keywords-less accounts, even if a full automatic long-lasting optimization is still yet to come. Anyway, it is already possible to create campaigns automatically reacting to competitors’ activities and keeping high performances without manual changes.

    State of Digitalin Affiliate Paid Search- 17 readers -
  • Discover Your Account Optimization Level In 5 Minutes

    In over 10 years of honored AdWords PPC management there has always been a key question to answer, especially when taking over a direct response campaign targeting leads/sales. How optimized is this account? Or, in other words: how can I optimize this account to show improved results? Albert Einstein once said: everything should be as simple as it can be, but not simpler.

    PPC Heroin Paid Search- 4 readers -