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At the Media Relations Summit 2009, Howie Jacobson, author of AdWords For Dummies, spoke about using AdWords in a PR context. Here are his slides. ...

At the Media Relations Summit 2009, Howie Jacobson, author of AdWords For Dummies, spoke about using AdWords in a PR context. Here are his slides.

The purpose of this upload is to show how quickly you can dominate Google for non-competitive keywords.

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Media Relations Summit Presentation Transcript

  • 1. Spread the Good Word (and Battle the Bad Word) with Search Howie Jacobson, PhD – askHowie.com Bill Barnes – EVP, Enquiro.com Lee Odden – CEO, TopRankMarketing.com
  • 2.
    • The DNA of Search – Howie
    • How Reporters Use Search to Source Content – Lee
    • Paid Search as Counterbalance to Bad PR – Bill
    • Smackdown
    Agenda
  • 3.
    • The Meaning of Keywords
    • Paid Search Strategies
    • From Paid to Free
    The DNA of Search
  • 4. Decompressing the Itch Keywords Part One
  • 5.  
  • 6. fixer upper baltimore md
  • 7. Keywords are Compressed Itches
  • 8. Keywords: Compressed Desires Headache vs Headaches Debt consolidation vs Get out of debt
  • 9. Keywords: Compressed Desires Awareness Sophistication Readiness Problem "The Story They're In" Their "Dream Autobiography"
  • 10. AIDA Strategies Part Two
  • 11. Google’s Magic Word Relevance
  • 12. Three Strategies for the Ad
    • Attract the Right Click
    • Repel the Wrong Click
    • Set Expectations for Landing Page
  • 13. Three Questions about the Keyword
    • What’s their itch?
    • What triggered the search?
    • What the juiciest promise they’ll believe?
  • 14.  
  • 15. The Strange Case of the Howling Dog
  • 16. What Triggered the Search? Get Specific See the movie Hear the internal voice Respond Overtly: They hear it from you Subtly: They hear it from within
  • 17. Avoiding “Tigger Syndrome” From Paid to Free Part Three
  • 18. Validate Keyword
    • The Right Traffic?
    • The Right Attractor?
    • The Right Relationship?
  • 19. Which is the Better Ad?
  • 20. Which is the Better Ad?
  • 21. Which is the Better Ad?
  • 22. Summary
    • Keywords are Compressed Itches
    • Give ‘em what they want - instantly
    • Validate and improve, then go organic
  • 23. Free Webinar Noon Monday 6/15: Crash Course for PR Pros on Getting AdWords Right http://askhowie.com/mrs09