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

The DNA of Search – Howie How Reporters Use Search to Source Content – Lee Paid Search as Counterbalance to Bad PR – Bill Smackdown Agenda

The DNA of Search – Howie

How Reporters Use Search to Source Content – Lee

Paid Search as Counterbalance to Bad PR – Bill

Smackdown

The Meaning of Keywords Paid Search Strategies From Paid to Free The DNA of Search

The Meaning of Keywords

Paid Search Strategies

From Paid to Free

Decompressing the Itch Keywords Part One

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Keywords are Compressed Itches

Keywords: Compressed Desires Headache vs Headaches Debt consolidation vs Get out of debt

Keywords: Compressed Desires Awareness Sophistication Readiness Problem "The Story They're In" Their "Dream Autobiography"

AIDA Strategies Part Two

Google’s Magic Word Relevance

Three Strategies for the Ad Attract the Right Click Repel the Wrong Click Set Expectations for Landing Page

Attract the Right Click

Repel the Wrong Click

Set Expectations for Landing Page

Three Questions about the Keyword What’s their itch? What triggered the search? What the juiciest promise they’ll believe?

What’s their itch?

What triggered the search?

What the juiciest promise they’ll believe?

The Strange Case of the Howling Dog

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

Avoiding “Tigger Syndrome” From Paid to Free Part Three

Validate Keyword The Right Traffic? The Right Attractor? The Right Relationship?

The Right Traffic?

The Right Attractor?

The Right Relationship?

Which is the Better Ad?

Which is the Better Ad?

Which is the Better Ad?

Summary Keywords are Compressed Itches Give ‘em what they want - instantly Validate and improve, then go organic

Keywords are Compressed Itches

Give ‘em what they want - instantly

Validate and improve, then go organic

Free Webinar Noon Monday 6/15: Crash Course for PR Pros on Getting AdWords Right http://askhowie.com/mrs09