@bigalittlea's presentation from Are You Doing it Right at the SEER Interactive Search Church. 10 Good (And Bad) ideas for PPC.

1. are you doing it right?
ppc: best & not-so-best practices
Date: 8/1/12
Author: aaron levy

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1: jumping in to ppc!

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1: jumping in without preparing

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how are you going to measure
success?

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who's picking up the phone?

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sending the emails?

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how’s your inventory?

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does your site work??

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2: tracking conversions

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2: tracking conversions that don’t matter

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one per click
total number of unique converters

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when should i use one per click?
contact us
whitepaper
demo

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many per click
total number of conversions

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when should i use many per click?
$$$$$$$$$$$$

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what makes you money?

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3: bidding on broad keywords to research

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we can’t think of everything

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3: bidding on really broad keywords

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think of how people search

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do you want traffic or revenue?

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4: ad copy with a call to action and strong
value propositions

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4: value propositions where you don’t win

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…that is more dollars?

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…that is less people?

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you don’t have much space

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put your best foot forward

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5: testing bids

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5: bidding for #1

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bid what you can afford

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6: testing other engines

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+__________

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6: cloning campaigns to other engines

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7: testing tablets (or phones!)

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7: testing tablets with a busted site

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quirktools.com/screenfly

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8: building landing pages

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8: writing essays

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8a: doing this:
REALLY

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9: retargeting to capture lost conversions

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9: annoying everybody with retargeting

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i log into my account a few
times a week to check on my
billions*
*…hundreds

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people in the industry do it too…

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10: testing social

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• @bigalittlea

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10: testing social because it’s there

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what is a like worth to you?

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a new follower?

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more plusses?

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testing , analyzing, retesting, reanalyzing

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….not?

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85. • Wakko slide