Geordie Carswell<br />geordie@ppcblog.com<br />@geordiecarswell<br />www.ppcblog.com<br />Training – Tools – Private Commu...
Tactics For Stealing Ad Position<br />
Why They Outrank You<br />Likely Better Click-Through-Rate (CTR) = Better “Keyword Relevance” Quality Score<br />Combined ...
Their Current Ad = Your New Ad<br />Them:<br />You:<br />
Next: Bid Up & Grab It<br />Their CTR Advantage Is Now Negated<br />Don’t Worry About ROI Right Now - Focus on Knocking Th...
PPC With Google Instant<br />The new “grey” Google Suggest light-up is a bigger deal than instant results…<br />
Google Suggest on Steroids<br />Scoop ‘Em All: http://yoast.com/suggest/<br />
Pump Your Bottom 80%<br />In Most Adwords Accounts 20% of the Keywords Drive 80% of the Conversions<br />What About the Ot...
“Bottom 80” Optimization<br />Use Adwords Editor to Create a New Campaign With Identical Settings (Copy/Paste)<br />In the...
Adgroup “Life Support”<br />Time or Clicks: Cull the Losers from the New Ads<br />Are Your Top 10 Keywords Converting?<br ...
Big Enough? Double Serve Ads!<br />
Google Says: “Integrated Search Campaigns!”<br />Your Text Here<br />Source: http://googleretail.blogspot.com/2010/10/barb...
My Favorite Tools<br />SEMRush – Competitive Analysis & Keywords<br />PPCBlog Mass Campaign Generator <br />Clicktale User...
Geordie Carswell<br />geordie@ppcblog.com<br />@geordiecarswell<br />www.ppcblog.com<br />Thank You Blueglass!<br />
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PPC Tactics by Geordie Carswell

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BlueGlass Florida presentation by Geordie Carswell from PPCBlog.com

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Transcript of "PPC Tactics by Geordie Carswell"

  1. 1. Geordie Carswell<br />geordie@ppcblog.com<br />@geordiecarswell<br />www.ppcblog.com<br />Training – Tools – Private Community<br />
  2. 2. Tactics For Stealing Ad Position<br />
  3. 3. Why They Outrank You<br />Likely Better Click-Through-Rate (CTR) = Better “Keyword Relevance” Quality Score<br />Combined with:<br />Possibly Higher CPC Bid<br />
  4. 4. Their Current Ad = Your New Ad<br />Them:<br />You:<br />
  5. 5. Next: Bid Up & Grab It<br />Their CTR Advantage Is Now Negated<br />Don’t Worry About ROI Right Now - Focus on Knocking Them Down<br />Keep Upping Bid Until You See Your Ad at #1<br />Once You’re There, Watch Your Keyword Quality Score: Does it Go Up?<br />Start Bidding Down a Bit at a Time, Find the Basement<br />Then Measure Your ROI<br />
  6. 6. PPC With Google Instant<br />The new “grey” Google Suggest light-up is a bigger deal than instant results…<br />
  7. 7. Google Suggest on Steroids<br />Scoop ‘Em All: http://yoast.com/suggest/<br />
  8. 8.
  9. 9. Pump Your Bottom 80%<br />In Most Adwords Accounts 20% of the Keywords Drive 80% of the Conversions<br />What About the Other 80%?<br />It’s Tough to Focus on the Bottom 80% - It Converts Less Often, Takes Longer to Get Data<br />You Need to Break It Up – Make It Easier to Optimize and Concentrate On<br />
  10. 10. “Bottom 80” Optimization<br />Use Adwords Editor to Create a New Campaign With Identical Settings (Copy/Paste)<br />In the New Campaign, Single Out AdgroupsThat Aren’t Converting or Getting Much Traffic<br />Start With the Top 10 Traffic Adgroups and Write a Set of 5 Entirely New Ads, Set to Rotate<br />Measure These 10 Adgroups Closely<br />
  11. 11. Adgroup “Life Support”<br />Time or Clicks: Cull the Losers from the New Ads<br />Are Your Top 10 Keywords Converting?<br />Yes? Tweak Your Bids & Move on to the Next 10 adgroups<br />No? Cut Them & Move on to the Next 10 Adgroups – Be Brutal, No Sentimental Attachments!!!!<br />
  12. 12. Big Enough? Double Serve Ads!<br />
  13. 13. Google Says: “Integrated Search Campaigns!”<br />Your Text Here<br />Source: http://googleretail.blogspot.com/2010/10/barbies-50th-anniversary-best-in-class.html<br />
  14. 14. My Favorite Tools<br />SEMRush – Competitive Analysis & Keywords<br />PPCBlog Mass Campaign Generator <br />Clicktale User Session Recorder<br />KISSinsights User Survey Tool<br />Visual Website Optimizer: Advanced A/B Tests<br />
  15. 15. Geordie Carswell<br />geordie@ppcblog.com<br />@geordiecarswell<br />www.ppcblog.com<br />Thank You Blueglass!<br />

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