PPC Strategies - Mel Carson - Microsoft

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  • 1. Practical PPC Strategies for Better ROI
    • A4U Expo
    Mel Carson adCenter Community Manager www.adCenterCommunity.com www.MelCarson.com www.MediaWeek.co.uk/Blogs http://Twitter.com/MelCarson
  • 2. The Web Is Changing Peoples Lives
  • 3. Cost Per Monk? Well, I turned to The Web. I think I typed in something like ‘retreat’ and ‘religious vocation’. Top of the list was “The Monastery” website. And so I began to feel that God might be calling me to the priesthood. I felt I really needed to talk to someone, but I had no idea who to turn to. If it hadn’t been for THE INTERNET... I would probably still be a software engineer!
  • 4. Demographic Targeting
  • 5. Audience Intelligence: “bleach” They Wanted They Got
  • 6. Act on Audience Intelligence Insight
    • Across ALL Engines
    • Exclude KWs : “anime”, “manga”
    • Exclude Singapore
    • Refine Creative to:
      • www.acmebleach.com
      • “ Everything on bleach detergent …”
    • Bidding strategy - lower your “bleach” bid, raise your bid for keywords that match your demo
  • 7. Sony
  • 8. 35-50 Year Old Males
  • 9. Sony Bravia 42” TV
  • 10. Jim Sterne On Optimisation
    • “ What do they do?
    • How do they feel about it?
    • What are the business outcomes?
    • Finally - how can you impact all of the above?”
  • 11. 3 Take Aways!
  • 12. 3 Take Aways!
    • Be Creative with your Creative
    • Dig Deeper into the Data
    • Think about how your Customers are Feeling
  • 13. Source: © 2005 Microsoft Corporation. All rights reserved. This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.