1. back to your foundations
recycle, re-use & rebuild
@bigalittlea

2. BIG A
smaller a
…like the first two
letters of my name…
@bigalittlea
get it?

3. @SEERinteractive

5. seer.is/smxny2013

6. enhanced hair
optimizing nascar

13. oct ‘08
search partners

14. nov ‘09
sitelinks (yay!)
pla’s: round 1

15. mar ‘10
search funnels
re-marketing

16. june ‘10
ace
(still in beta, three years lata)

17. july ‘10
+broad +match

18. aug ‘10
google starts enhancin

19. sept ‘10
google Instant

20. nov ‘10
call metrics

21. feb & may ‘11
headlines change

22. may ‘11
that whole ad rotation thing

23. july’11
google giveth tablets

24. what do your campaigns
look like?

29. feb ‘13
enhanced campaigns
announced

31. they’re just
campaigns now
@fmshovlin

33. data-driven rebuild
from the ground up

34. Warning sign

35. 8 steps to
structural heaven

36. 1: buy ram

37. 2: mega sq

38. 3: categorize

39. ctrl + h

44. 4: separate converters vs. non

45. 5:

46. exact: focus
phrase: bonus
broad: cleanup

47. 6: negate

48. watch for:
plurals vs. singular
competitors
comparisons
grammar funk

49. 7:

50. +exact

51. brand or purchase intent
no research queries

52. cut?
keep?

53. non-brand?
bad r.o.e.

54. 8:

55. -24% spend
-15% cpa
-9% conversions
++ lead quality

56. aaronl@seerinteractive.com
seer.is/smxny2013
@bigalittlea
me + pudding