Getting Back To Your PPC Foundation by Aaron Levy

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From SMX East 2013 - Getting Back To Your PPC Foundation by Aaron Levy #SMX #14D

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Getting Back To Your PPC Foundation by Aaron Levy

  1. 1. back to your foundations recycle, re-use & rebuild @bigalittlea
  2. 2. BIG A smaller a …like the first two letters of my name… @bigalittlea get it?
  3. 3. @SEERinteractive
  4. 4. seer.is/smxny2013
  5. 5. enhanced hair optimizing nascar
  6. 6. oct ‘08 search partners
  7. 7. nov ‘09 sitelinks (yay!) pla’s: round 1
  8. 8. mar ‘10 search funnels re-marketing
  9. 9. june ‘10 ace (still in beta, three years lata)
  10. 10. july ‘10 +broad +match
  11. 11. aug ‘10 google starts enhancin
  12. 12. sept ‘10 google Instant
  13. 13. nov ‘10 call metrics
  14. 14. feb & may ‘11 headlines change
  15. 15. may ‘11 that whole ad rotation thing
  16. 16. july’11 google giveth tablets
  17. 17. what do your campaigns look like?
  18. 18. feb ‘13 enhanced campaigns announced
  19. 19. they’re just campaigns now @fmshovlin
  20. 20. data-driven rebuild from the ground up
  21. 21. Warning sign
  22. 22. 8 steps to structural heaven
  23. 23. 1: buy ram
  24. 24. 2: mega sq
  25. 25. 3: categorize
  26. 26. ctrl + h
  27. 27. 4: separate converters vs. non
  28. 28. 5:
  29. 29. exact: focus phrase: bonus broad: cleanup
  30. 30. 6: negate
  31. 31. watch for: plurals vs. singular competitors comparisons grammar funk
  32. 32. 7:
  33. 33. +exact
  34. 34. brand or purchase intent no research queries
  35. 35. cut? keep?
  36. 36. non-brand? bad r.o.e.
  37. 37. 8:
  38. 38. -24% spend -15% cpa -9% conversions ++ lead quality
  39. 39. aaronl@seerinteractive.com seer.is/smxny2013 @bigalittlea me + pudding

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