Built & managed search engine marketing & search engine optimization programs & strategies since 2005
Managed, built & evaluated dozens of accounts, 100s of campaigns annually spending millions of dollars in clicks through Google AdWords, Yahoo! Search Marketing & Microsoft adCenter
Experience in dozens of industries & verticals , many with very high returns
Tested & earned official Google AdWords Professional Certification in 2007 & also trained three others leading to a Google Certified Company recognition
Implemented SEM & SEO strategies for names such as: AT&T WiFi, Feed The Children, National Breast Cancer Foundation, CURE International, Lucky Brand Jeans, Roots International , Children’s Medical Center, Comedy Defensive Driving School ®, Texas Teachers
Created “Most Read Thread” on Google AdWords in world-renowned SEO/SEM learning site SEOChat : 32 Useful AdWords Tips for Intermediate to Experienced Users
Wrote landmark whitepaper guide on AdWords: 21 AdWords Mistakes Business Owners Make & How to Avoid Them
Education Background – BS in Journalism: Major Advertising , Minors: Marketing, Psychology
What is a Conversion? An arbitrary action taken on a website by a user deemed valuable. This could be an onsite purchase (direct value) or action bringing a visitor closer to a purchase (projected value).
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Conversion – All of these different types of conversions are measured the same way: unique pageview.
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Bottom line: Only way to measure conversion tied back to specific keywords, ads, is a unique pageview.
The Nine Components of a Profitable Pay-per-click Account
Profitable Cost-Per-Conversion: The cost of a sale is less than the price of the product or average customer at the adgroup level (consider margins).
Extremely High Click-Through-Rate (10% +): Brand-based keywords at the adgroup level.
Above Average (2%+) Click-Through-Rate : Generic category based keywords at the adgroup level.
Relatively Low Impression # Per Click: Least amount of irrelevant impressions by filtering out common unrelated keywords triggering ads (use 100s of negative keywords). This goes for brand-based campaigns as well.
Consistency: Most relevant keyword-to-ad-to-landing page match possible.
Attractive & Compelling Ads : For a high click-through rate, use every eye-catching advantage possible (bolding, local extention, saturation).
Consistent & Constant Testing: Use a/b split testing of new ad copy on large volume keywords to increase click-through-rate & conversions over time.
Channel Separation : Separate channels into campaigns for different audiences (Display Network, Mobile).
High Quality Score (s): This is a 1-10 rating assessed at the keyword level, but is also averaged account-wide and at the adgroup level (conversion does not apply).