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SMX East 2013 - Rebuilding your PPC accounts to keep up with the times
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SMX East 2013 - Rebuilding your PPC accounts to keep up with the times

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  • http://adwords.blogspot.com/2008/10/separate-metrics-for-google-and-search.html
  • http://adwords.blogspot.com/2009/11/announcing-product-listing-ads.html
  • http://adwords.blogspot.com/2010/03/now-available-reach-right-audience.html
  • http://adwords.blogspot.com/2010/06/adwords-campaign-experiments-beta-split.html
  • http://adwords.blogspot.com/2010/07/new-keyword-targeting-feature-rolling.html
  • http://adwords.blogspot.com/2010/08/increase-roi-conversions-with-enhanced.html
  • http://adwords.blogspot.com/2010/11/measure-phone-calls-you-get-from.html
  • http://adwords.blogspot.com/2011/02/longer-headlines-for-select-ads-on.html, http://adwords.blogspot.com/2011/05/showing-display-url-domain-in-headline.html
  • http://adwords.blogspot.com/2012/04/new-changes-to-ad-rotation.html
  • http://adwords.blogspot.com/2011/07/new-tablet-targeting-options-now.html
  • Make sure you’re aware of any tracking issues and changes in goals
  • Transcript

    • 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
    • 4. seer.is/smxny2013
    • 5. enhanced hair optimizing nascar
    • 6. oct ‘08 search partners
    • 7. nov ‘09 sitelinks (yay!) pla’s: round 1
    • 8. mar ‘10 search funnels re-marketing
    • 9. june ‘10 ace (still in beta, three years lata)
    • 10. july ‘10 +broad +match
    • 11. aug ‘10 google starts enhancin
    • 12. sept ‘10 google Instant
    • 13. nov ‘10 call metrics
    • 14. feb & may ‘11 headlines change
    • 15. may ‘11 that whole ad rotation thing
    • 16. july’11 google giveth tablets
    • 17. what do your campaigns look like?
    • 18. feb ‘13 enhanced campaigns announced
    • 19. they’re just campaigns now @fmshovlin
    • 20. data-driven rebuild from the ground up
    • 21. Warning sign
    • 22. 8 steps to structural heaven
    • 23. 1: buy ram
    • 24. 2: mega sq
    • 25. 3: categorize
    • 26. ctrl + h
    • 27. 4: separate converters vs. non
    • 28. 5:
    • 29. exact: focus phrase: bonus broad: cleanup
    • 30. 6: negate
    • 31. watch for: plurals vs. singular competitors comparisons grammar funk
    • 32. 7:
    • 33. +exact
    • 34. brand or purchase intent no research queries
    • 35. cut? keep?
    • 36. non-brand? bad r.o.e.
    • 37. 8:
    • 38. -24% spend -15% cpa -9% conversions ++ lead quality
    • 39. aaronl@seerinteractive.com seer.is/smxny2013 @bigalittlea me + pudding