Media Relations Summit

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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.

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

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

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