PPC Tactics by Geordie Carswell

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BlueGlass Florida presentation by Geordie Carswell from PPCBlog.com

BlueGlass Florida presentation by Geordie Carswell from PPCBlog.com

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Transcript

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