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LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS                        !!!!!!!!!!!!!!!! 37!
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The Importance of Tracking Bounce ...
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-The-Gurus-Guide-To-Better-Search-Engine-Marketing

  1. 1. ! ! ! ! ! ! ! ! ! ! ! ! ! 2009 CLICKABLE GURU’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`! '*! '! .)%/+$%'#! 61,?)%.! 0'+'4)1! '.! "'+.,1! X$.G4)1'#2`! '+2! /'*! $06#)0)+.)2! +-0)1,-*! %-*.,0$G)2!(#,4*!'+2!])(!*$.)*!'*!'!:1))#'+%)!%,+*-#.'+.;!V'++>!/'*!'! L;E;!:1,0!./)![+$3)1*$.>!,:!9)++*>#3'+$'!@$./!'!0'?,1!$+!6/$#,*,6/>;
  3. 3. TONY SORIC! ()4'+! /$*! %'1))1! $+! *)'1%/! 0'1&).$+4! $+! UQQT;! 91$,1! .,! "#$%&'(#)7! /)! 4'$+)2! 3'#-'(#)! )=6)1$)+%)! @,1&$+4! '*! '+! *)'1%/W 0'1&).$+4! *.1'.)4$*.! :,1! '+! ,+#$+)! 0'1&).$+4! '4)+%>! $+! "#)3)#'+2! W! )C)14)+.! C'1&).$+4! a+,@! b,*)..'c;! E.! )C)14)+.! /)! 2)3)#,6)2! /$*! *)'1%/W0'1&).$+4! *&$##*! @/$#)! 0'+'4$+4! '%%,-+.*! :,1! 0$2W*$G)2! .,! X,1.-+)! RQQ! %,06'+$)*! $+! ./)! ,+#$+)! 1).'$#7! :$+'+%$'#! *)13$%)*7! '+2! /,*6$.'#$.>!3)1.$%'#*;!8+!UQQd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
  4. 4. INTRODUCTION X$1*.7!./'+&!>,-!:,1!>,-1!$+.)1)*.!$+!,-1!(,,&7!"#$%&'(#)!A-1-<*!A-$2)!.,! L)..)1!5)'1%/!F+4$+)!C'1&).$+4;!H,!/)#6!>,-!4).!0,1)!3'#-)!,-.!,:!./)! (,,&7!()#,@!$*!'!(1$):!$+.1,2-%.$,+!.,!,-1!,14'+$G'.$,+7!"#$%&'(#)7!'+2! 4,'#*!()/$+2!./)!A-1-!61,41'0;! Why We Exist "#$%&'(#)! )=$*.*! .,! *$06#$:>! ,+#$+)! '23)1.$*$+4;! 8+! :'%.7! ,-1! 61,0$*)! .,! ,-1!%-*.,0)1*!$*!.,!J!"#$%"&'$()*+*,-%+*!./$0%*,+)",)%",&%.(12*)"3/$;K! H/$*!.)+).!1)*,+'.)*!./1,-4/!)3)1>./$+4!@)!2,7!:1,0!,-1!61,2-%.*!'+2! ,-1!0)**'4$+4!.,!,-1!/)#6!0'.)1$'#*!'+2!%-*.,0)1!$+.)1'%.$,+*;!! Our Values 806,1.'+.#>7!)3)1>./$+4!$*!(-$#.!,+!,-1!./1))!%,1)!3'#-)*I! "#$!%&'!()*$!D! We believe in a new transparency. We have only good intentions, and we expect to contribute extraordinarily more good than bad. This 7:1 ratio acknowledges that we’re not perfect, and neither is any person, product, or data. This is a powerful and transparent admission that enables us to listen better, acknowledge shortcomings, resolve them, learn from them, and quickly move on to achieving our larger goals. This is the bedrock of trust, innovation and collaboration. ! +,-.*,/,01!D!Simplicity is one of the most difficult feats, but our complex world is desperate for it. Simplicity creates value, differentiation and opportunity. That’s why we strive to make everything simple and beautiful. ! 23456! D! We are multidimensional, competitive, elastic, and we execute… And we experiment and innovate constantly to identify new opportunities to build directly into the market frictions we intend to resolve. We are always chasing and perfecting our product-to-market fit. We are an “and” culture. On Being A Trusted Advisor )3)#,6$+4!61,2-%.*!./'.!0'&)!'23)1.$*$+4!*$06#)!1)Y-$1)*!%,++)%.$+4! @$./!%-*.,0)1*!D!'+2!(-$#2$+4!'!1)6-.'.$,+!'*!'!.1-*.)2!'23$*,1;!H/'.! 0)'+*!)+4'4$+4!@$./!./)!0'1&).6#'%)!'+2!$+%,16,1'.$+4!$+*$4/.*!$+.,! )3)1>./$+4!@)!2,!'+2!(-$#2;!"#$%&'(#)<*!5)'1%/!F+4$+)!C'1&).$+4!A-1-! 61,41'0!$*!'!%,1)!%,06,+)+.!,:!#$3$+4!-6!.,!./'.!$2)'#;!!!!
  5. 5. Who Are The Clickable Gurus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lickable Guru Guidelines E*! "#$%&'(#)! '0('**'2,1*7! ./)! 5FC! A-1-*! #$3)! (>! *)3)1'#! %,1)! 4-$2)#$+)*I!! • 5.1$3)!.,!()!'!.1-*.)2!'23$*,1!! • F+4'4)!'-./)+.$%'##>!$+!,+#$+)!%,00-+$.$)*!! • C'$+.'$+!'!*.)'2>!1/>./0!,:!4,,2!2))2*!! • V)#6!0'1&).)1*!'.!'##!*&$##!#)3)#*!! • e::)1!*$06#)!*,#-.$,+*!'+2!,(?)%.$3)!'23$%)!! • [*)!>,-1!,@+7!1)'#7!6)1*,+'#!61,:$#)!! • $*%#,*)!>,-1!'::$#$'.$,+!@$./!"#$%&'(#)!!! • M)3)1! */$##7! (-.! 2,! @)#%,0)! +)@%,0)1*! .,! "#$%&'(#)! @/)+! '661,61$'.)!! • f))6!'!#,4!,:!'##!4,,2!2))2*!.,!$+:#-)+%)!./)!"#$%&'(#)!61,2-%.! 2)3)#,60)+.!%>%#)!! Codifying The Clickable Gurus’ Wisdom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  8. 8. ! ! LEARN HOW TO MANAGE YOUR QUALITY SCORE, BIDS AND BUDGET 81! [+2)1*.'+2$+4!H/)!Jk-'#$.>!5%,1)K! PT! ]/'.!X'%.,1*!E::)%.!C>!k-'#$.>!5%,1)i! PO! A,,4#)!E2],12*!k-'#$.>!5%,1)!"/'+4)*! PN! A-1-!H$6I!e6.$0$G$+4!^'+2$+4!9'4)*!.,!8061,3)!B,-1!k-'#$.>!5%,1)! NT! A-1-!H$6I!8061,3$+4!k-'#$.>!5%,1)!(>!b)2-%$+4!^'+2$+4!9'4)!^,'2!H$0)! NO! 5)..$+4!'$#>!L-24).*!:,1!5)'1%/WC'1&).$+4!"'06'$4+*! NN! 806#)0)+.$+4!"#$%&'(#)!",+3)1*$,+!H1'%&$+4! ZQT! ]/'.!$*!./)!e6.$0'#!9,*$.$,+!,+!'!5)'1%/!b)*-#.*!9'4)i! ZQO! 9,*$.$,+!91):)1)+%)!$+!E2],12*! ZQN! ]/)+!5/,-#2!8![*)!E2!5%/)2-#$+4i! ZZZ! LEARN HOW TO STRUCTURE YOUR ACCOUNT 113! ^,@)1$+4!",*.!9)1!"#$%&!(>!"#)'+$+4![6!B,-1!E%%,-+.*! ZZR! L)+):$.*!,:!5)6'1'.$+4!5)'1%/!'+2!",+.)+.!M).@,1&!"'06'$4+*! ZZO! [+$Y-)!L)+):$.*!,:!E23)1.$*$+4!,+!B'/,,!'+2!C5M! ZZN! ",+3)1.$+4!E2],12*!"'06'$4+*!8+.,!B'/,,!5)'1%/WC'1&).$+4!"'06'$4+*!ZUT! ",+3)1.$+4!E2],12*!"'06'$4+*!8+.,!C$%1,*,:.!E2")+.)1!"'06'$4+*! ZUR! V,@!C'+>!E2!A1,-6*!,!8!M))2i! ZUN! "1)'.$+4!V,..)1!E2!A1,-6*!$+!^)**!H$0)! ZTZ! H/)!h'1$).>!,:!5)'1%/WC'1&).$+4!E2!X,10'.*! ZTR! SEARCH-MARKETING STRATEGY 137! M)@!B)'1<*!b)*,#-.$,+I!1,6!B,-1!ZQ!],1*.!5)'1%/WC'1&).$+4!V'($.*! ZSZ! b):$+$+4!B,-1!9'$2!5)'1%/!E23)1.$*$+4!5.1'.)4>!H,!1$3)!"-*.,0)1*! ZSR! V,#$2'>!5)'*,+!UQQP!5)'1%/WC'1&).$+4!"/)%&#$*.! ZSO! R!5$06#)!]'>*!H,!8+%1)'*)!"#$%&./1,-4/!b'.)! ZRQ! E2'6.$+4!B,-1!C'1&).$+4!5.1'.)4>!.,!'!L'2!F%,+,0>! ZRT! 5$06#)!5Fe!L)*.W91'%.$%)*!.,!L,,*.!B,-1!^'+2$+4!9'4)*! ZRd
  9. 9. 1 ! ! LEARN HOW TO WRITE EFFECTIVE AD COPY ! ! W 1$.$+4!)::)%.$3)!'2!%,6>!$*!,+)!,:!./)!0,*.!2$::$%-#.!6'1.*!,:! *)'1%/! )+4$+)! 0'1&).$+4! a,1! 0'1&).$+4! $+! 4)+)1'#! :,1! ./'.! 0'..)1c;!!"1)'.$3$.>!'#@'>*!/)#6*7!(-.!./)1)!'1)!'!+-0()1!,:! .$6*! >,-! %'+! -*)! @/)+! >,-! %'+<.! 2)6)+2! ,+! $+*6$1'.$,+;! ! H/)><1)! +,.! 0'4$%7! (-.! ./)*)! .$6*! @$##! $+%1)'*)! %#$%&*7! $061,3)! >,-1! %,+3)1*$,+! 1'.)*7! '+2! /)#6! >,-! .,! %1)'.)! 0,1)! )::)%.$3)! %'06'$4+*; CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  10. 10. 2 LEARN HOW TO WRITE EFFECTIVE AD COPY ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
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  14. 14. 6 LEARN HOW TO WRITE EFFECTIVE AD COPY CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
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  17. 17. LEARN HOW TO WRITE EFFECTIVE AD COPY 9! '2*! :,1! ,./)1! &)>@,12*! ./'.! /$4/#$4/.! ,./)1! 2).'$#*! W! *6)%$:$%! 2$*/)*7! ./)!%/):o*!%1)2)+.$'#*7!'+>./$+4!./'.!0$4/.!()!$06,1.'+.c;!X,1!+,@!#).o*! .1>!mE-./)+.$%7!A,-10).!C)=$%'+!"-$*$+)m;! ! e-1! *)%,+2! '23)1.$*)1! $*! %,06).$+4! @$./! ,./)1! ,::)1*! :,1! 6)1*,+'#! ('+?,!#)**,+*;!]/'.!0'&)*!./)$1!,::)1!-+$Y-)i!E!:1))!#)**,+7!6)1/'6*;! 8!@1,.)!'(,3)!./'.!@)!@$##!+))2!.,!$+%#-2)!0)+.$,+!,:!m#)**,+*m!$+!,-1! 2)*%1$6.$,+! .,! $+2$%'.)! 1)#)3'+%);! M,@7! @)! '#*,! +))2! .,! 0)+.$,+! ./)! :1))! ,::)1! .,! $+2$%'.)! 3'#-);! m9)1*,+'#! ^)**,+*;! X$1*.! ^)**,+! X1))m! $*! %#)'17!1)#)3'+.!.,!*)'1%/)1*!#,,&$+4!:,1!6)1*,+'#!#)**,+*7!'+2!/$4/#$4/.*! ./)!-+$Y-)+)**!,:!./)!,::)1;! X$+'##>7!@/'.!'1)!*,0)!./$+4*!./'.!0'>!()!$06,1.'+.!.,!%-*.,0)1*!,:!'! 2)#$3)1>! *)13$%)i! 56))2i! )6)+2'($#$.>i! ",*.i! mX1))7! )6)+2'(#)7! 5'0)W'>!)#$3)1>m!%,3)1*!'##!./)*)!('*)*;!H/)!*.1'$4/.!2)*%1$6.$,+!,:! ./)! *)13$%)! W! :#,@)1! 2)#$3)1>7! $+%#-2$+4! 1,*)*! W! $*! '#1)'2>! %,+.'$+)2! $+! ./)!/)'2#$+);! 5,!:'17!@)o3)!@1$..)+!.@,!./$12*!,:!,-1!'2*7!4$3$+4!-*I! '7 8#,/9:;<=!H,6!C)=$%'+! E-./)+.$%7!A,-10).!>$?,/94!"-$*$+)! ! @7 ^)'1+!H,!9#'>!H/)!A94B;! 9)1*,+'#!C$==;4=;!X$1*.!C$==;4!X1))! ! D7 ]'+.!(;=$=!)#$3)1)2!M,@i! X1))7!)6)+2'(#)7!5'0)W'>!)#$3)1>! ! [*)1*! */,-#2! +,@! &+,@! @/'.! $.! $*! ./'.! ,-1! ./1))! '23)1.$*)1*! /'3)! .,! ,::)17! /,@! ./'.! ,::)1$+4! 0)).*! ./)$1! +))2*! a1)#)3'+%)c7! '+2! @/'.! 0'&)*! ./'.! ,::)1$+4! ()..)1! ./'+! ,./)1*! ,+! ./)! 6'4)! a3'#-)c;! H/)! +)=.! Y-)*.$,+! .,! '+*@)1! $*7! m]/'.! 2,! 8! +))2! .,! 2,! +,@im! H/$*! $*! ./)! Y-)*.$,+! >,-! @$##! '+*@)1! $+! ./)! :$+'#! #$+)! ,:! >,-1! '2! W! ./)! m"'##! .,! E%.$,+K;!8.o*!'#*,!./)!*-(?)%.!,:!,-1!+)=.!.-.,1$'#;! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  18. 18. 10 LEARN HOW TO WRITE EFFECTIVE AD COPY CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
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  21. 21. LEARN HOW TO WRITE EFFECTIVE AD COPY 13! X$+'##>7!,-1!:#,1$*.!@'+.*!-*)1*!.,!6#'%)!'+!,12)1!'+2!/'3)!$.!2)#$3)1)2;! E!:$+'+%$'#!$+%)+.$3)!%,-#2!()!/)#67!*,!'!%'##!.,!'%.$,+!0$4/.!()I!J5'3)! ZRp!]/)+!B,-!e12)1!H,2'>K;! ]$./!./'.7!@)!/'3)!./)!%,06#).)!.)=.!,:!,-1!'2*I! Z; f)>@,12*I!m%/$%'4,!0)=$%'+!1)*.'-1'+.m! ",+3)1*$,+!A,'#I!0'&)!1)*)13'.$,+! ! "/$%'4,<*!H,6!C)=$%'+! E-./)+.$%7!A,-10).!C)=$%'+!"-$*$+)! b)*)13)!B,-1!H'(#)!X,1!$++)1!H,2'>! ! U; f)>@,12*I!m('+?,!#)**,+*m! ",+3)1*$,+!A,'#I!*$4+!-6!:,1!0,1)!$+:,10'.$,+! ! ^)'1+!H,!9#'>!H/)!L'+?,! 9)1*,+'#!^)**,+*;!X$1*.!^)**,+!X1))! 5$4+![6!X,1!B,-1!X1))!^)**,+!M,@! ! T; f)>@,12*I!m1)2!1,*)*m! ",+3)1*$,+!A,'#I!6#'%)!'+!,12)1! ]'+.!b,*)*!)#$3)1)2!M,@i! X1))7!)6)+2'(#)7!5'0)W'>!)#$3)1>! 5'3)!ZRp!]/)+!B,-!e12)1!H,2'>! ! e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’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  22. 22. 14 LEARN HOW TO WRITE EFFECTIVE AD COPY CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  23. 23. LEARN HOW TO WRITE EFFECTIVE AD COPY 15! Guru Tip: Keyword Insertion - Putting Keywords Into Your Search Ads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e+! '! *)'1%/! 1)*-#.*! 6'4)7! ./)! ()*.! @'>! .,! */,@! -*)1*! ./'.! @)! /'3)! @/'.! ./)>o1)! #,,&$+4! :,1! $*! .,! $+*)1.! ./)$1! &)>@,12*! $+.,! ,-1! '2*;! ! 8:! *,0),+)! *)'1%/)*! :,1! +)%&! 6'$+! 1)#$):7! ./)>! @'+.! .,! *))! '23)1.$*)1*! @/,!,::)1!+)%&!6'$+!1)#$):;!!H/$*!*))0*!,(3$,-*7!(-.!#,,&!'.!./)!1)*-#.*! 8!4).!:,1!./$*!Y-)1>I! ! ! ! E##!./1))!,:!./)*)!'23)1.$*)1*!2,!$+!:'%.!,::)1!61,2-%.*!./'.!.1)'.!+)%&! 6'$+;!!V,@)3)17!+,+)!,:!./)0!/'*!'!3)1>!%,06)##$+4!'27!()%'-*)!+,+)! ,:!./)$1!'2*!'%.-'##>!*'>!m+)%&!6'$+!1)#$):m;!!! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
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i! e+)! @'>! .,! '%/$)3)! ./$*! $*! .,! @1$.)! '! 2$::)1)+.! '2! :,1! )3)1>! &)>@,12! $+! >,-1! '%%,-+.;!!H/$*!@,-#2!,(3$,-*#>!()!3)1>!.)2$,-*7!)*6)%$'##>!$:!>,-!/'3)! /-+21)2*! ,1! ./,-*'+2*! ,:! &)>@,12*;! ! X,1.-+'.)#>7! '! 0,1)! )#)4'+.! ,6.$,+! $*! '3'$#'(#)I! 2>+'0$%! &)>@,12! $+*)1.$,+! '##,@*! '23)1.$*)1*! .,! $+*)1.!&)>@,12*!-*)2!$+!*)'1%/!Y-)1$)*!2$1)%.#>!$+.,!'+>!'2;!V,@)3)17! ./)! .)%/+,#,4>! $*! ,:.)+! 0$*-+2)1*.,,2! '+2! -+2)1W-.$#$G)27! )*6)%$'##>! (>!+,3$%)!*)'1%/!0'1&).)1*;! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  25. 25. LEARN HOW TO WRITE EFFECTIVE AD COPY 17! How to Do Dynamic Keyword Insertion H,! $+*)1.! '! &)>@,12! $+.,! >,-1! '27! >,-! %'+! -*)! ./)! &)>@,12! 3'1$'(#)! qf)>],12r! '+>@/)1)! @$./$+! >,-1! '2! .)=.;! ! X,1! )='06#)7! $:! 8! @)1)! '23)1.$*$+4! 3'1$,-*! .>6)*! ,:! %'+2$)*7! 8! 0$4/.! /'3)! ./)! :,##,@$+4! &)>@,12*!'+2!./)!:,##,@$+4!'2I! • b,%&!%'+2>! • "/,%,#'.)!%'+2>! • A-00>!()'1*! • "/)11>!%,12$'#*! • "/,%,#'.)!%,3)1)2!4-00>!()'1*! ! V)'2#$+)I!qf)>],12r! )*%1$6.$,+!^$+)!ZI!)#$%$,-*!qf)>],12r! )*%1$6.$,+!^$+)!UI!C'2)!(>!/'+2!*$+%)!ZNdT;! $*6#'>![b^I!@@@;^$..#)5-*$)*"'+2$)*;%,0! ! H/$*!'2!@,-#2!'66)'1!2$::)1)+.#>!2)6)+2$+4!,+!@/'.!6),6#)!*)'1%/)2! :,1;!!5,7!$:!*,0),+)!*)'1%/)2!:,1!%/,%,#'.)!%'+2>7!./)!'2!@,-#2!#,,&! #$&)!./$*I! ! Chocolate Candy Delicious Chocolate Candy Made by hand since 1963. www.LittleSusiesCandies.com L-.!$:!*,0),+)!*)'1%/)2!:,1!%/)11>!%,12$'#*7!./)!*'0)!'2!@,-#2!#,,&! #$&)!./$*I! ! Cherry Cordials Delicious Cherry Cordials Made by hand since 1963. www.LittleSusiesCandies.com ! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  26. 26. 18 LEARN HOW TO WRITE EFFECTIVE AD COPY H/-*7! 8! @,-#2! ,+#>! +))2! .,! @1$.)! ,+)! *$+4#)! '2! .,! *)13)! )=.1)0)#>! *6)%$:$%!'2*!:,1!)'%/!,:!./,*)!&)>@,12*;! Default Text [+:,1.-+'.)#>7! $.o*! +,.! Y-$.)! *,! *$06#);! 8.! $*! 6,**$(#)! ./'.! ./)! *)'1%/! )+4$+)!@$##!()!-+'(#)!.,!2>+'0$%'##>!$+*)1.!>,-1!&)>@,12!$+.,!./)!'27! '*! >,-! 1)Y-)*.;! ! H/$*! /'66)+*! @/)+! >,-! /'3)! '! #,+4! &)>@,12! ./'.! 0'&)*! ./)! '2! 1-+! :,1! .,,! #,+47! ,1! @/)+! >,-1! '2! '66)'1*! ,+! ./)! %,+.)+.! +).@,1&! a$+! @/$%/! %'*)! ./)1)! $*! +,! &)>@,12c;! ! 8+! ,12)1! .,! /'+2#)! ./)*)! 6,**$($#$.$)*7! $.! $*! +)%)**'1>! .,! *6)%$:>! 2):'-#.! .)=.! ./'.! %'+!'66)'1!$+*.)'2!,:!./)!&)>@,12;!!H/$*!*$.-'.$,+!@,-#2!'1$*)!$:!8!-*)2! ./)! '2! '(,3)! '+2! *,0),+)! *)'1%/)2! :,1! %/,%,#'.)! %,3)1)2! 4-00>! ()'1*;!!H/'.!6/1'*)!$*!UN!%/'1'%.)1*!#,+47!@/$%/!0)'+*!./'.!$.!%'+o.!:$.! $+.,!./)!'2!/)'2#$+)7!'+2!J2)#$%$,-*7!%/,%,#'.)!%,3)1)2!4-00>!()'1*K! $*!TN!%/'1'%.)1*!#,+47!@/$%/!0)'+*!$.!%'+o.!:$.!$+!./)!2)*%1$6.$,+!#$+)!Z;!! 5,7!./)!'2!%,6>!8!61,6,*)2!'(,3)!$*!+,.!'2)Y-'.);!!8!+))2!.,!*6)%$:>!'! 2):'-#.! .)=.! .,! */,@! @/)+! 0>! &)>@,12! $*! .,,! #,+4;! ! X,1! ./$*7! $.o*! -*-'##>!4,,2!.,!-*)!*,0)./$+4!4)+)1'#!./'.!$*!'66#$%'(#)!.,!'+>!,:!>,-1! &)>@,12*;!!8+!./$*!%'*)7!m4,-10).!%'+2>m!0$4/.!()!'!4,,2!,6.$,+;!!H/)! *>+.'=! :,1! &)>@,12! 2):'-#.*! $*! .,! 6#'%)! '! %,#,+! aIc! ':.)1! ./)! @,12! m&)>@,12m7!'+2!./)+!./)!2):'-#.!.)=.;!!5,7!+,@!0>!'2!@,-#2!#,,&!#$&)I! ! V)'2#$+)I!qf)>],12IA,-10).!"'+2>r! )*%1$6.$,+!^$+)!ZI!)#$%$,-*!qf)>],12IA,-10).!"'+2>r! )*%1$6.$,+!^$+)!UI!C'2)!(>!/'+2!*$+%)!ZNdT;! $*6#'>![b^I!@@@;^$..#)5-*$)*"'+2$)*;%,0! ! H/$*!'2!@$##!*.$##!$+%#-2)!./)!&)>@,12!@/)+!$.!$*!*/,1.!)+,-4/7!(-.!$.!@$##! 2$*6#'>!./)!2):'-#.!.)=.!@/)+!./)!&)>@,12!$*!.,,!#,+4;! Common Mistakes With Keyword Insertion H/)! '23'+.'4)*! ,:! &)>@,12! $+*)1.$,+! '1)! ,(3$,-*I! >,-1! '2! .)##*! -*)1*! ./'.!>,-!/'3)!)='%.#>!@/'.!./)>o1)!#,,&$+4!:,17!'+2!./'.o*!)='%.#>!@/'.! ./)>! @'+.)2! .,! *));! ! V,@)3)17! ./)1)! '1)! *,0)! %,00,+! 0$*.'&)*7! @/$%/!%'+!()!61)3)+.)2!(>!61)3$)@$+4!>,-1!&)>@,12W$+*)1.)2!'2*!:,1! '##!,:!./)!&)>@,12*!$+!>,-1!'2!41,-6*;! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  27. 27. LEARN HOW TO WRITE EFFECTIVE AD COPY 19! H/)! :$1*.! $**-)! $*! %'6$.'#$G'.$,+;! 91)3$)@! >,-1! '2*! .,! 0'&)! *-1)! ./)>! /'3)! ./)! %'6$.'#$G'.$,+! >,-! @'+.! @/)+! ./)>! '%.-'##>! 2$*6#'>;! ! 5)'1%/! )+4$+)*! @$##! '66#>! ./)! %'6$.'#$G'.$,+! ,:! >,-1! 2):'-#.! .)=.! .,! @/'.)3)1! .)=.!>,-!6-.!$+!./)1);!!H/$*!$*!0,*.!,:.)+!'!61,(#)0!@$./!'%1,+>0*!,1! ,./)1!@,12*!./'.!/'3)!-+-*-'#!%'6$.'#$G'.$,+;! H/)! *)%,+2! $**-)! $*! 0-%/! 0,1)! *)1$,-*;! ! 8:! >,-! %1)'.)! '! 2>+'0$%! &)>@,12! $+*)1.$,+! '2! $+! '+! '2! 41,-6! @$./! ZQQ! &)>@,12*7! >,-! /'3)! )::)%.$3)#>!?-*.!@1$..)+!ZQQ!2$::)1)+.!'2*;!!5,0)!,:!./)*)!0'>!+,.!.-1+! ,-.! #,,&$+4! )='%.#>! '*! >,-! $+.)+2)2;! 5-66,*)! ./)! %'+2>! '23)1.$*)1! 2$*%-**)2!'(,3)!@)1)!.,!$+%#-2)!./)!&)>@,12!J*/,6!:,1!%'+2>K!$+!./)$1! %'06'$4+;! ! H/)>! @,-#2! +,.! @'+.! $.! .,! ()! $+! ./)! *'0)! '2! 41,-6! @$./! 2>+'0$%!&)>@,12!$+*)1.$,+7!,1!./)>!@,-#2!1$*&!*)13$+4!-6!./)!'@&@'12! '2! %,6>! m)#$%$,-*! 5/,6! :,1! "'+2>m! $+! 2)*%1$6.$,+! #$+)! Z;! ! L)#,@! $*! '! :-++>!)='06#)!,:!'+!'23)1.$*)1!@/,!-*)2!2>+'0$%!&)>@,12!$+*)1.$,+! (-.!2$2+o.!%,+*$2)1!'##!,:!./)!2$::)1)+.!&)>@,12*!$+!./)$1!'2!41,-6*I! ! ! ! 5,7! $:! >,-! '1)! 4,$+4! .,! -*)! 2>+'0$%! &)>@,12! $+*)1.$,+! W! '+2! >,-! 61,('(#>! */,-#2! W! ()! *-1)! >,-! %,+*$2)1! /,@! >,-1! '2! @$##! #,,&! :,1! FhFbB!&)>@,12!$+!>,-1!'2!41,-6j! ]$./! '! #$..#)! ($.! ,:! %'1)! '+2! &+,@#)24)7! >,-! %'+! '66#>! ./$*! 3)1>! 6,@)1:-#! .,,#! .,! >,-1! %'06'$4+*! '+2! 4$3)! *)'1%/)1*! )='%.#>! @/'.! ./)>o1)!#,,&$+4!:,1I!>,-;! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  28. 28. 20 LEARN HOW TO WRITE EFFECTIVE AD COPY CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  29. 29. LEARN HOW TO WRITE EFFECTIVE AD COPY 21! Guru Tip: Dynamic Keyword Insertion – Bold is Beautiful @9%I,&($;%@$(,$(10%C(*-*,"//9%D1+)$&%I.(*/%J0%GFFJ% ! E*! 0'+>! *)'1%/! 0'1&).)1*! &+,@7! '+! $06,1.'+.! 1-#)! ,:! ./-0(! $*! .,! $+%#-2)! %'06'$4+! &)>@,12*! $+! >,-1! '2! %,6>;! C,*.! 0'1&).)1*! %/,,*)! .,!2,!*,!$+!./)$1!/)'2#$+)*7!(-.!@/>!*.,6!./)1)i!]/>!+,.!-*)!%'06'$4+! &)>@,12*! $+! ./)! 2)*%1$6.$,+! :$)#27! ,1! )3)+! $+! ./)! 2$*6#'>! [b^i! [#.$0'.)#>7! $.! %,0)*! 2,@+! .,! '! ('#'+%)! ().@))+! %,+3)+$)+%)7! )::)%.$3)+)**7!'+2!61'%.$%'#$.>;!H/'.<*!@/>!A,,4#)<*!f)>@,12!8+*)1.$,+! :)'.-1)! %'+! ()! >,-1! ()*.! :1$)+2;! L-.7! @/)+! $.! %,0)*! .,! >,-1! '2! %#$%&./1,-4/!!1'.)*!'+2!k-'#$.>!5%,1)7!$.!%'+!'#*,!()!>,-1!@,1*.!)+)0>! W!$:!>,-<1)!+,.!%'1):-#;! ! 5,! @/'.! )='%.#>! $*! f)>@,12! 8+*)1.$,+i! 8+! */,1.7! $.<*! '! :)'.-1)! ./'.! 2>+'0$%'##>! $+*)1.*! ./)! &)>@,12! ./'.! .1$44)1)2! >,-1! '2! $+.,! >,-1! '2! %,6>;!e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f)>@,12!8+*)1.$,+!%'+! >$)#2!6,*$.$3)!1)*-#.*;! ! ! ! ! ! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  30. 30. 22 LEARN HOW TO WRITE EFFECTIVE AD COPY V)1)!'1)!'!:)@!.$6*!.,!1)0)0()1!@/)+!@1$.$+4!'2!%,6>!@$./!f)>@,12! 8+*)1.$,+I! Z; X$1*.7!0'&)!*-1)!./'.!>,-1!'2!%,6>!0'&)*!*)+*)!.,!./)!3$)@)1!D!@$./!)3)1>! &)>@,12!$+!>,-1!'2!41,-6;! ! U; 5)%,+27!)+*-1)!./)!+,0)+%#'.-1)!$*!%,+*$*.)+.!@$./!./)!1)*.!,:!>,-1!'2!%,6>;! E1)!>,-!-*$+4!0,*.#>!%'6$.'#!@,12*!$+!>,-1!@1$.$+4!*.>#)!,1!'1)!>,-!-*$+4!'! *.'+2'12!*)+.)+%)!*.>#)!@$./!0,*.#>!#,@)1W%'*)!@,12*i!!B,-!%'+!%,+.1,#!./)! *.>#)! ,:! ./)! 2>+'0$%'##>! $+*)1.)2! '2! %,6>! $+! A,,4#)! (>! -*$+4! ./)! *>+.'=! Jf)>@,12K! a.,! %'6$.'#$G)! ./)! :$1*.! @,12! ,:! ./)! 6/1'*)c7! J&)>@,12K! .,! #,@)1%'*)! '##! @,12*! $+! ./)! 6/1'*)! '+2! Jf)>],12K! a.,! %'6$.'#$G)! '##! ,:! ./)! @,12*!$+!./)!6/1'*)c;!!X,1!1):)1)+%)7!.'&)!'!#,,&!'.!./)!:,##,@$+4!)='06#)!$+! A,,4#)!E2],12*I! qf)>@,12I![*)!2):'-#.!'2!%,6>!/)1)r! ! ! q&)>@,12I![*)!2):'-#.!'2!%,6>!/)1)r! ! ! ! ! ! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
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  32. 32. 24 LEARN HOW TO WRITE EFFECTIVE AD COPY CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  33. 33. LEARN HOW TO WRITE EFFECTIVE AD COPY 25! How Do I Test My Search-Marketing Ads? @9%K",,9%K*,&*0%C(*-*,"//9%D1+)$&%I:-:+)%EL0%GFFH% H/)1)! '1)! 0'+>! @'>*! .,! .)*.! '2! 3'1$'.$,+*! $+! A,,4#)! E2],12*;! ! H/$*! 6,*.! 2)*%1$()*! ,+)! ,:! 0>! :'3,1$.)! 0)./,2*! :,1! 4)..$+4! ./)! ()*.! '2! 6,**$(#);!! ]/)+!%1)'.$+4!.)=.!'2*!'.!./)!()4$++$+4!,:!'!%'06'$4+!>,-!*/,-#2!.1>! ,-.!.@,!3)1>!2$::)1)+.!'2*;!aH,!0'&)!*-1)!>,-!/'3)!'!:'$1!%,06'1$*,+7! *)#)%.! J1,.'.)! )3)+#>K! $+! >,-1! '2! 41,-6! *)..$+4*! *,! ./'.! (,./! '2*! @$##! ()! 2$*6#'>)2! '(,-.! ./)! *'0)! +-0()1! ,:! .$0)*! '! 2'>;! H/)! E2],12*! 2):'-#.!$*!me6.$0$G)7m!@/$%/!2$*6#'>*!'2*!0,1)!:1)Y-)+.#>!$:!./)>!/'3)! '!/$4/)1!%#$%&./1,-4/!1'.)!'+2!k-'#$.>!5%,1)c;!E*!@)!0,3)!'#,+4!$+!./)! 61,%)**!@)<##!.)*.!0,1)!61)%$*)!3'1$'.$,+*7!(-.!:,1!+,@7!@)!@'+.!.,!'! 3)1>!('*$%!$2)'!,:!@/'.!21$3)*!%,+3)1*$,+*;! e+%)! >,-! /'3)! '! *$4+$:$%'+.! +-0()1! ,:! %#$%&*! ,+! >,-1! '2*7! >,-! @$##! #$&)#>! /'3)! .@,! 3)1>! 2$::)1)+.! *).*! ,:! *.'.$*.$%*! :,1! ./,*)! '2*7! ,+! )3)1>./$+4! :1,0! %#$%&./1,-4/! 1'.)*! .,! %#$%&*7! %,+3)1*$,+*7! ).%;! ! 8:! ./)! 2$::)1)+%)!$+!6)1:,10'+%)!$*+<.!'##!./'.!*$4+$:$%'+.7!>,-!0'>!@'+.!.,!.1>! *.'1.$+4!./)!61,%)**!,3)1I!2)#).)!./)!6,,1)1!6)1:,10$+4!,:!./)!.@,!'2*! '+2! '4'$+! .1>! '! %,06#).)#>! 2$::)1)+.! '2;! e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e-1!J"1)'.)!E2!h'1$'.$,+*K!.,,#!$+*$2)!./)!"#$%&'(#)!*,#-.$,+!/)#6*!>,-! 2,!./$*!(>!4)+)1'.$+4!-6!.,!P!'2*!-*$+4!2$::)1)+.!,6.$,+*!./'.!>,-!4$3)! -*! :,1! /)'2#$+)! '+2! 2)*%1$6.$,+! :$)#2*;! 5$06#>! )+.)1! ,+)! ,1! .@,! /)'2#$+)*7!'+2!-6!.,!.@,!3'1$'.$,+*!:,1!)'%/!2)*%1$6.$,+!:$)#2!a'*!@)##! '*! >,-1! 2$*6#'>! '+2! 2)*.$+'.$,+! [b^*c! '+2! ./)! .,,#! @$##! 4)+)1'.)! '*! 0'+>!'*!)$4/.!3'1$'.$,+*!,+!>,-1!'27!-*$+4!./)!:$)#2*!>,-!/'3)!)+.)1)2;!! ])!61,3$2)!./)!()*.!6)1:,10$+4!'2!$+!>,-1!'2!41,-6!:,1!1):)1)+%)!'*!'! *.'1.$+4! 6,$+.;! aH/)! J"1)'.)! E2! h'1$'.$,+*K! .,,#! $*! '3'$#'(#)! $+! ./)! JC'+'4)! E2! A1,-6K! *)%.$,+! ,:! ./)! JC'+'4)K! .'(! @/)+! #,44)2! $+! .,! ./)! 61,2-%.;! B,-! %'+! '#*,! :$+2! 0,1)! $+:,10'.$,+! '(,-.! $.! $+! ./)! J91,2-%.!A-$2)K!*)%.$,+!,:!"#$%&'(#)![+$3)1*$.>c;! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  34. 34. 26 LEARN HOW TO WRITE EFFECTIVE AD COPY !! H/)! 61,%)**! ,:! $061,3$+4! '2*! */,-#2! ()! '! *%$)+%)7! +,.! '! 4-)**$+4! 4'0);! L>! 0'&$+4! *-1)! >,-! '1)! *>*.)0'.$%'##>! )#$0$+'.$+4! )#)0)+.*! ./'.! 2)%1)'*)! ./)! 6)1:,10'+%)! ,:! >,-1! '27! >,-! %'+! &+,@! @/'.! $*! %'-*$+4!>,-1!*-%%)**;! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  35. 35. 27! LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS ! ! K )>@,12!0'+'4)0)+.!$*!,+)!,:!./)!0,*.!%,06#)=!'*6)%.*!,:! *)'1%/W0'1&).$+4;!!B,-!/'3)!.,!*)#)%.!&)>@,12*7!*).!0'.%/! .>6)*7!'+2!'#*,!()!*-1)!+,.!.,!+)4#)%.!*6)%$'#!%'*)*!#$&)! +)4'.$3)!&)>@,12*!'+2!0$**6)##$+4*;!!E##!,:!./$*!%'+!()!Y-$.)! ,3)1@/)#0$+47!*,!@)<3)!2)3)#,6)2!'!*)1$)*!,:!()*.!61'%.$%)*!.-.,1$'#*! '+2!A-1-!6,*.*!.,!@'#&!>,-!./1,-4/!./)!61,%)**!'*!*>*.)0'.$%'##>!D! '+2!'*!6'$+#)**#>!D!'*!6,**$(#); CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  36. 36. 28! LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS ! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  37. 37. LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS !!!!!!!!!!!!!!!! 29! Understanding Match Types ! e22!'*!$.!*,-+2*7!./)!:$1*.!./$+4!@)o1)!4,$+4!.,!1)3$)@!$+!./$*!.-.,1$'#! ,+!m%/,,*$+4!&)>@,12*m!$*!./)!%,+%)6.!,:!&)>@,12!m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m(1,'2K7! m6/1'*)m! '+2! m)='%.K;! aH/)1)o*! '! :,-1./! $:! >,-! $+%#-2)! m+)4'.$3)K7! @/$%/! @)o##! 4).! .,! $+! ./)! +)=.! 6'1.! ,:! ./$*! *)1$)*! ,:! .-.,1$'#*c;! V)1)! $*! /,@! )'%/! ,:! ./)! ,6.$,+*! @,1&*I! Match Type Basics: Exact Match H/)!)'*$)*.!0'.%/!.>6)!.,!-+2)1*.'+2!$*!F='%.!C'.%/7!()%'-*)!$.o*!./)! 0,*.! #$0$.)2;! 5$06#>! 6-.7! >,-1! m)='%.m! 0'.%/! &)>@,12*! @$##! ,+#>! ()! .1$44)1)2!@/)+!-*)1*!*)'1%/!:,1!)='%.#>!./'.!6/1'*);! X,1!$+*.'+%)7!$:!>,-1!F='%.!C'.%/!&)>@,12!$*!m('%&6'%&*K7!>,-1!'2*!@$##! ,+#>! ()! .1$44)1)2! @/)+! 6),6#)! *)'1%/! :,1! )='%.#>! ./)! .)10! m('%&6'%&*m7! '+2! +,.! m1)2! ('%&6'%&*m! ,1! m('%&6'%&m! $+! ./)! *$+4-#'1;! H/$*! '#*,! @,1&*! :,1! 0-#.$W@,12! &)>@,12! 6/1'*)*I! $:! >,-1! F='%.! C'.%/! &)>@,12!6/1'*)!$*!m6-16#)!*/,)*K7!./)+!>,-1!'2*!@$##!,+#>!()!.1$44)1)2! (>! ./'.! *)'1%/! 6/1'*)7! '+2! +,@! m6-16#)! .)++$*! */,)*m! ,1! m1)2! '+2! 6-16#)!*/,)*m;! H,!*).!'!&)>@,12!'*!'+!F='%.!C'.%/7!6-.!$.!$+.,!*Y-'1)!(1'%&).*7!'*!$+! s('%&6'%&t!,1!s6-16#)!*/,)*t;! Phrase Match 5#$4/.#>! #)**! #$0$.)2! ./'+! F='%.! C'.%/! $*! 9/1'*)! C'.%/;! ]$./! 9/1'*)! C'.%/7! >,-1! '2*! @$##! ()! .1$44)1)2! (>! '+>! Y-)1$)*! ./'.! $+%#-2)! >,-1! &)>@,12!,1!&)>@,12!6/1'*);! ! ! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  38. 38. 30! LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS ! X,1! $+*.'+%)7! $:! >,-1! 9/1'*)! C'.%/)2! &)>@,12! $*! m(#'%&! */,)*K7! >,-1! '2*!@$##!()!.1$44)1)2!(>!./'.!6/1'*)7!'*!@)##!'*!(>!m(1'+2!+'0)!(#'%&! */,)*m! ,1! (>! m(#'%&! */,)*! :,1! *'#)K;! V,@)3)17! >,-1! '2*! @,+o.! ()! .1$44)1)2! (>! Y-)1$)*! ./'.! $+%#-2)! @,12*! $+! >,-1! &)>@,12! 6/1'*)! $+! '! 2$::)1)+.! ,12)17! ,1! @$./! .)10*! $+! ().@))+7! *-%/! '*! m(#'%&! 1-++$+4! */,)*m!,1!m*/,)*!:,1!*'#)!(#'%&K;! H,! *).! '! &)>@,12! ,1! &)>@,12! 6/1'*)! '*! '! 9/1'*)! C'.%/7! 6-.! $.! $+.,! Y-,.)*7!'*!$+!m(#'%&!*/,)*m!,1!m(#'%&!1-++$+4!*/,)*K;! Broad Match H/)! 2):'-#.! *)..$+4! :,1! &)>@,12*! $*! L1,'2! C'.%/;! 8+! '22$.$,+! .,! *)'1%/)*! :,1! >,-1! )='%.! &)>@,12! ,1! &)>@,12! 6/1'*)7! '2*! '**,%$'.)2! @$./! >,-1! L1,'2! C'.%/! &)>@,12*! @$##! ()! .1$44)1)2! (>! Y-)1$)*! ./'.! $+%#-2)!,./)1!@,12*!a(,./!():,1)!'+2!':.)1!./)!6/1'*)!,1!$+!().@))+! @,12*!$+!>,-1!6/1'*)c7!Y-)1$)*!./'.!$+%#-2)!@,12*!:1,0!>,-1!&)>@,12! 6/1'*)! $+! '! 2$::)1)+.! ,12)17! ,1! Y-)1$)*! ./'.! $+%#-2)! .)10*! ./'.! '1)! *$0$#'1!.,!.)10*!$+!>,-1!&)>@,12!6/1'*)7!*-%/!'*!6#-1'#*!,1!*>+,+>0*;! X,1!$+*.'+%)7!$:!>,-1!L1,'2!C'.%/!&)>@,12!$*!m:#,@)1m7!>,-1!'2*!%,-#2! ()! .1$44)1)2! (>! *)'1%/)*! :,1! m:#,@)1*m7! m1,*)*m7! m6-16#)! :#,@)1*m! ,1! m.-#$6*m;! H,! *).! &)>@,12*! .,! L1,'2! C'.%/! .>6)7! *$06#>! .>6)! ./)0! $+! @$./,-.! (1'%&).*! ,1! Y-,.'.$,+! 0'1&*7! '*! $+! :#,@)1;! L>! 2):'-#.7! '##! ,:! >,-1! &)>@,12*!@$##!()!*).!.,!L1,'2!C'.%/;! aH/)!#'*.!0'.%/!.>6)7!mM)4'.$3)m!0'.%/!$*!1)*)13)2!:,1!'!#'.)1!.-.,1$'#c;! Advantages And Disadvantages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’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  39. 39. LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS !!!!!!!!!!!!!!!! 31! 2).)10$+)! @/$%/! Y-)1$)*! 21$3)! %#$%&*;! H/)+7! *@$.%/! .,! '! #'14)1! *).! ,:! F='%.!C'.%/!&)>@,12*!./'.!>,-!'#1)'2>!&+,@!@$##!6)1:,10;!8+!./)!+)=.! .-.,1$'#7!@)o##!*/,@!>,-!)='%.#>!/,@!.,!2,!./$*;! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  40. 40. 32! LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS ! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
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  42. 42. 34! LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS ! E2*! :,1! ./)! L1,'2! C'.%/! &)>@,12! J:#,@)1K! 0$4/.! ()! .1$44)1)2! (>! '! *)'1%/!:,1!J.-#$6*K!a+,.!'!*>+,+>07!(-.!'!*6)%$:$%!.>6)c;!5,0).$0)*!./)! 3'1$'+.*!%'+!()!@'>!,::I!e+)!-*)1!*)'1%/)2!:,1!./)!.)10!J:#$4/.*K!'+2! *'@!'+!'2!:,1!'!+)@!E66#)!#'6.,6!W!./)!C'%(,,&!E$1;! F='06#)*!#$&)!./$*!0'&)!$.!%#)'1!?-*.!/,@!%'1):-#!>,-!+))2!.,!()!@/)+! ($22$+4! ,+! L1,'2! C'.%/! &)>@,12*7! '+2! ()$+4! %'1):-#! 0)'+*! 0'$+.'$+$+4!'!3)1>!%,06#).)!#$*.!,:!+)4'.$3)!&)>@,12*;!aE+>,+)!.1>$+4! .,! *)##! ./)! C'%(,,&! E$17! :,1! $+*.'+%)7! @$##! +))2! .,! '22! JW:#$4/.*K! '*! '! +)4'.$3)!&)>@,12;c!L-.!@/'.!$:!>,-!@'+.!('*$%!41'00'.$%'#!3'1$'.$,+*!W! )*6)%$'##>! 6#-1'#*! W! @$./,-.! /'3$+4! .,! '22! ./)0! ,+)! (>! ,+)! '*! F='%.! C'.%/! &)>@,12*7! '+2! @$./,-.! /'3$+4! .,! @,11>! '(,-.! +)4'.$3)! &)>@,12*!Y-$.)!>).i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n4))*)K7!J'#-0+-*n'#-0+$K7!J%1$.)1$,+n%1$.)1$'K! ,1!J@,0'+n@,0)+K;!B,-<##!*.$##!+))2!.,!'22!./,*)!$+2$3$2-'##>;! ]$./!9/1'*)!C'.%/7!>,-<##!%'.%/!./)!('*$%!3'1$'+.*7!(-.!>,-!@,+<.!+))2! .,! @,11>! '(,-.! 1)'##>! )=.)+2)2! 0'.%/)*;! L)..)1! >).7! 9/1'*)! C'.%/! $*! ./)!"#$%&'(#)!2):'-#.;! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  43. 43. LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS !!!!!!!!!!!!!!!! 35! Guru Tip: Filtering with Click Data @9%K",,9%K*,&*% ! 8+! ,-1! .-.,1$'#! ,+! m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o##!2$*%-**!,+)!@'>!,:!'%.-'##>!$06#)0)+.$+4!./$*;!! Selecting Your Initial Broad Match Keywords H/)!:$1*.!*.)6!$+!./$*!61,%)**!$*!.,!%1)'.)!'!%'06'$4+!@$./!'!3)1>!#$0$.)2! +-0()1! ,:! L1,'2! C'.%/! &)>@,12*;! 8! @,-#2! *-44)*.! %1)'.$+4! .@,! ,1! ./1))! '2! 41,-6*! :,1! >,-1! %'06'$4+7! )'%/! %,+.'$+$+4! '! *$+4#)! L1,'2! C'.%/!&)>@,12!'+2!)'%/!$+%#-2$+4!./)!&)>@,12!$+!./)!'2!41,-6!+'0);! E*! @)o##! 2$*%-**! $+! ./)! +)=.! *)%.$,+7! #)'1+$+4! )='%.#>! @/$%/! &)>@,12*! '1)!21$3$+4!%,+3)1*$,+*!,+!>,-1!@)(*$.)!1)Y-$1)*!6'.$)+.#>!$+3)*.$+4!$+! '!6)1$,2!,:!.)*.$+4;!V,@)3)17!./,-4/!./$*!%'+!()!)=6)+*$3)7!$.!+))2!+,.! ()!@'*.):-#;!H,!'3,$2!@'*.$+4!0,+)>!,+!%#)'1#>!$11)#)3'+.!*)'1%/)*7!()! *-1)!.,!$+%#-2)!'!*).!,:!%'1):-##>!%/,*)+!+)4'.$3)!&)>@,12*!$+!)'%/!,:! >,-1! '2! 41,-6*;! aX,1! .$6*! ,+! 2,$+4! *,7! *))! ./)! +)=.! .-.,1$'#I! mH'&$+4! E23'+.'4)!,:!M)4'.$3)!f)>@,12*mc;!! "/,,*$+4!>,-1!.@,!,1!./1))!L1,'2!C'.%/!&)>@,12*!*/,-#2+o.!()!'!3)1>! 2$::$%-#.! 61,%)**;! 5$06#>! *)#)%.! ./)! 0,*.! 4)+)1$%! .)10*! ./'.! 2)*%1$()! >,-1! (-*$+)**;! 8:! >,-! 1-+! '! %'1! *)13$%)7! -*)! m%'1m! '+2! m21$3$+4K;! [*)! m1)'#!)*.'.)m7!m1)*$2)+.$'#m7!'+2!m/,-*)m7!$:!>,-!2)'#!$+!1)*$2)+.$'#!1)'#! )*.'.)`! ,1! m1)'#! )*.'.)m7! m%,00)1%$'#m! '+2! m,::$%)m! $:! >,-! 2)'#! $+! %,00)1%$'#! 1)'#! )*.'.);! E4'$+7! ()! *-1)! .,! '3,$2! *6)+2$+4! 0,+)>! ,+! @'*.):-#! %#$%&*! (>! $+%#-2$+4! +)4'.$3)! &)>@,12*! $+! )'%/! '2! 41,-6;! _-*.! ()! *-1)! +,.! .,! ()! .,,! %,+*)13'.$3)! W! >,-! 0'>! ()! *-161$*)2! .,! #)'1+! @/$%/!Y-)1$)*!'1)!)::)%.$3)!'.!21$3$+4!%,+3)1*$,+*;!! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
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  46. 46. 38! LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS ! 8+! )$./)1! %'*)7! +,@! $*! ./)! .$0)! .,! (1$+4! >,-1! (-24).! ('%&! -6! .,! ./)! 61,6)1!#)3)#!:,1!>,-1!%'06'$4+*;!! B,-o3)!+,@!4,.!'!@,1#2W%#'**!&)>@,12!#$*.7!'+2!>,-1!%,+3)1*$,+!1'.)*! */,-#2!()4$+!.,!41,@;!! ! !! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  47. 47. LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS !!!!!!!!!!!!!!!! 39! Guru Tip: Using Google Suggest for Keyword Research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mM$+.)+2,mI! ! ! ! 8:! >,-! @)1)! .,! .>6)! $+! )$./)1! m('*)m! ,1! m.'(#)m! >,-! %,-#2! )=6)%.! ./)! :,##,@$+4!*-44)*.$,+*I! ! m('*)('##m! m('*)('##!/'##!,:!:'0)m! m('*)%'06m! ! m.'(#).!6%m! m.'(#)m! m.'(#)!.)++$*m! m.'(#)!,:!)#)0)+.*m! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  48. 48. 40! LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS ! As a Search Engine Marketer, Why Should You Care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bW"^8"f!%'06'$4+*;! A Negative Keyword Tool X1,0! '+! 5FC! 6)1*6)%.$3)7! ./)1)! $*! '+,./)1! ,(*%-1)! ()+):$.! .,! #)3)1'4$+4! A,,4#)! 5-44)*.;! A,,4#)! 5-44)*.! $*! '#*,! '+! )::)%.$3)! +)4'.$3)W&)>@,12! *-44)*.$,+! .,,#;! b)%'##! ,-1! m.'(#)m! )='06#)! :1,0! '(,3)I! $:! >,-! '1)! '+! ,+#$+)! 1).'$#)1! *6)%$'#$G$+4! $+! .1'2$.$,+'#! 2$++)1! .'(#)*!,1!%,+:)1)+%)!.'(#)*7!>,-!61,('(#>!2,+o.!@'+.!>,-1!'2*!.,!*/,@! :,1!&)>@,12*!1)#'.)2!.,!.'(#)!.)++$*;!!X,1!'!0,1)!61'%.$%'#!)='06#)!,+! ,-1!,@+!m"#$%&'(#)m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’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  49. 49. LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS !!!!!!!!!!!!!!!! 41! Bidding On Your Brand Name @9%K",,9%K*,&*0%C(*-*,"//9%D1+)$&%Q1'$!3$(%ER0%GFFH% ! ]/)+! >,-! *)#)%.! &)>@,12*! :,1! >,-1! *)'1%/W0'1&).$+4! %'06'$4+*7! >,-<1)! .1>$+4! .,! $2)+.$:>! %-*.,0)1*! @/,! @'+.! @/'.)3)1! $.! $*! ./'.! >,-! /'3)! .,! ,::)1;! H/$*! $*! )'*$)1! .,! -+2)1*.'+2! $:! @)! ./$+&! '(,-.! J*)'1%/)1*K!1'./)1!./'+!J&)>@,12*K;!f)>@,12*!%'+!()!'0($4-,-*7!(-.! *)'1%/)1*! '1)+<.;! aX,1! )='06#)7! >,-! @,-#2! 0'+'4)! ./)! &)>@,12! J#$6*.$%&K! 2$::)1)+.#>! 2)6)+2$+4! ,+! @/)./)1! >,-! @)1)! .'14).$+4! J*)'1%/)1*! #,,&$+4! .,! (->! b)3#,+! #$6*.$%&K! ,1! J*)'1%/)1*! #,,&$+4! :,1! $+:,10'.$,+!'(,-.!./)!.)#)3$*$,+!*/,@!^$6*.$%&!_-+4#)Kc;!^).<*!*.'.)!./$*! $2)'!'*!'!4)+)1'#!1-#)I!$H$E1!=$9E/#!-9EN$0$E!,=!09E:$0,4:!2=$9E/#$E=! *;;N,4:!G;E!!"Y!UL#$0#$E!0#$1!N4;L!,0!;E!4;0W67!E22$+4!&)>@,12*!'+2! +)4'.$3)!&)>@,12*7!.'14).$+4!(>!#'+4-'4)!'+2!.'14).$+4!(>!#,%'.$,+*!W! '##! ,:! ./)*)! '1)! @'>*! ,:! '66#>$+4! ./'.! 4)+)1'#! 1-#)! .,! >,-1! 6'1.$%-#'1! (-*$+)**;! M,+)! ,:! ./)0! $*! '! 6)1:)%.! :$.7! (-.! ,+)! $+*.'+%)! '#0,*.! $*I! J*)'1%/)1*! #,,&$+4! :,1! 0>! (1'+2! +'0)K;! H/)*)! *)'1%/)1*! '1)! #,,&$+4! :,1!>,-7!'+2!./)>!&+,@!$.;! F3)1>! *)'1%/W0'1&).)1! */,-#2! (-$#2! '! %'06'$4+! '1,-+2! ./)$1! (1'+2! +'0);! 8:! >,-! /'3)! '! @)##W2)*$4+)2! '+2! $+:,10'.$3)! ])(! *$.)7! ./)+! >,-<1)! 61,('(#>! 2,$+4! @)##! @$./! ,14'+$%! *)'1%/! 1)*-#.*! '#1)'2>;! M,+)./)#)**7!./)1)<*!+,!1)'*,+!.,!+)4#)%.!./)!J56,+*,1)2K!1)*-#.*;! L$22$+4! ,+! >,-1! (1'+2! +'0)! $*! )'*>! '+2! 61,:$.'(#)7! '+2! '! +)@! 1)%,00)+2'.$,+!$+!"#$%&'(#)<*!E%.F+4$+)u!@$##!4-$2)!>,-!./1,-4/!./)! 61,%)**;!]/)+!>,-!*))!./'.!1)%,00)+2'.$,+!'66)'1!:,1!,+)!,:!>,-1! '%%,-+.*7!./)1)!'1)!.@,!0'?,1!()+):$.*!./'.!>,-!*/,-#2!&))6!$+!0$+2;! It’s Cheap H/)!'%.-'#!%,*.!6)1!%#$%&!a"9"c!./'.!>,-!6'>!:,1!>,-1!*)'1%/W0'1&).$+4! '2*! 2)6)+2*! ,+! .@,! :'%.,1*I! >,-1! ($2! '+2! >,-1! k-'#$.>! 5%,1);! E*! @)! 2$*%-**! $+! 2).'$#! $+! ,-1! ()*.! 61'%.$%)*! .-.,1$'#! ,+! ./)! .,6$%7! '! k-'#$.>! 5%,1)!$*!J./)!0)'*-1)!,:!'+!'2<*!1)#)3'+%)!.,!'!-*)1<*!*)'1%/K;!X)@!'2*! '1)!0,1)!1)#)3'+.!.,!'!-*)1!./'+!,+)!./'.!6,$+.*!./)0!.,!./)!])(!*$.)! ,:!./)!(1'+2!./)><1)!*)'1%/$+4!:,1;!H/)1):,1)7!'!%'06'$4+!(-$#.!'1,-+2! >,-1! (1'+2! +'0)! @$##! ()! 1)@'12)2! @$./! '! 3)1>! /$4/! k-'#$.>! 5%,1)7! 21$3$+4!2,@+!>,-1!%,*.*!*$4+$:$%'+.#>;!aX,1!'!2).'$#)2!2$*%-**$,+!,:!/,@! k-'#$.>!5%,1)!'::)%.*!%,*.7!3$*$.!A,,4#)<*!#)'1+$+4!%)+.)1c;! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  50. 50. 42! LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS ! It’s the Easiest Way to Appear in the “Premium” Positions e+)!,:!./)!0,*.!%,3).)2!*6,.*!:,1!'!*)'1%/W0'1&).$+4!'2!.,!'66)'1!$*! '(,3)! ./)! ,14'+$%! *)'1%/! 1)*-#.*7! 1'./)1! ./'+! '#,+4*$2)! ./)0;! E*! :)##,@! 5FC! A-1-! F/1)+! 6,$+.*! ,-.! $+! /$*! L#,4! 6,*.! ,+! k-'#$.>! 5%,1)! %/'+4)*7! k-'#$.>! 5%,1)! /'*! '#@'>*! ())+! '+! $06,1.'+.! :'%.,1! $+! 2).)10$+$+4! @/$%/! '2*! '66)'1)2! $+! ./,*)! 6,*$.$,+*7! '+27! @$./! 1)%)+.! %/'+4)*!.,!A,,4#)<*!'#4,1$./07!$.!?-*.!4,.!0,1)!$06,1.'+.;!L)%'-*)!./)! k-'#$.>! 5%,1)! ,+! >,-1! (1'+2! .)10*! @$##! ()! '(,-.! '*! /$4/! '*! >,-<1)! #$&)#>!.,!4).!:,1!'+>!.)107!($22$+4!,+!>,-1!(1'+2!+'0)!$*!./)!()*.!@'>! .,!#'+2!'!J61)0$-0K!6,*$.$,+;! e:!%,-1*)7!./)1)<*!+,.!0-%/!.,!61)3)+.!>,-1!%,06).$.,1*!:1,0!($22$+4! ,+! >,-1! (1'+2! +'0)7! '+2! >,-<##! @'+.! .,! 2,! @/'.! >,-! %'+! .,! 61,.)%.! >,-1!.1'2)0'1&)2!.)10*;!])<##!2$*%-**!/,@!.,!2,!*,!$+!0>!+)=.!A-1-! 6,*.;! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  51. 51. LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS !!!!!!!!!!!!!!!! 43! Protecting Your Brand Name and Trademarked Terms @9%K",,9%K*,&*0%C(*-*,"//9%D1+)$&%S$8$!3$(%EG0%GFFH% ! 8+!0>!)'1#$)1!6,*.7!@)!2$*%-**)2!*.1'.)4$)*!:,1!($22$+4!,+!>,-1!(1'+2! +'0);! E*! @)! *'$2! ./)+7! )3)1>! *)'1%/W0'1&).)1! */,-#2! /'3)! '! %'06'$4+! (-$#.! '1,-+2! ./)$1! (1'+2! +'0)I! $.<*! '+! $+)=6)+*$3)! 0)./,2! ,:! 4)+)1'.$+4! /$4/WY-'#$.>! .1'::$%;! 8+)=6)+*$3)7! ()%'-*)! +,(,2>! @$##! /'3)! '! 0,1)! $+:,10'.$3)! #'+2$+4! 6'4)! '(,-.! >,-1! (1'+2! ./'+! >,-7! @/$%/! @$##! $061,3)! >,-1! k-'#$.>! 5%,1)7! '+2! 2)%1)'*)! >,-1! '3)1'4)! %,*.W6)1W%#$%&!a"9"c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mE##! E23)1.$*)1*m! $+! ./)! m5%,6)! ,:! ",06#'$+.! W! E23)1.$*)1*! 8+3,#3)2m! *)%.$,+;! 8:! >,-1! *-(0$**$,+! $*! '661,3)27! ,./)1! '23)1.$*)1*! $+! >,-1! $+2-*.1>! @$##! ()! 61)3)+.)2! :1,0! -*$+4! >,-1! .1'2)0'1&! $+! ./)$1! '2! %,6>;! aE! L1'G$#$'+! .1'3)#! '4)+%>7! :,1! $+*.'+%)7! %,-#2! *.$##! -*)! ./)! .)10! JE0'G,+K7! ()%'-*)! ./)>o1)! +,.! %,06).$+4! @$./! ./)! ,+#$+)! 1).'$#)1;c! H/)>! @,+o.7! /,@)3)17! ()! 61)3)+.)2! :1,0! ($22$+4! ,+! ./,*)! .)10*7! *,! >,-! 0'>! *.$##! @'+.! .,! %,+*$2)1!./)!'23$%)!()#,@7!'!:)@!61'%.$%)*!./'.!/'3)!@,1&)2!:,1!-*I! Follow the Golden Rule H/)! :$1*.! '+2! *$06#)*.! ./$+4! .,! 2,! $*! .,! +)3)1! -*)! >,-1! %,06).$.,1<*! (1'+2!+'0)*;!8:!>,-!($2!,+!'!(1'+2!.)10!,./)1!./'+!>,-1!,@+7!$.!@$##! *-44)*.! '! #,.! '(,-.! >,-1! (-*$+)**! W! +,+)! ,:! $.! 4,,2;! b'./)1! ./'+! %,06).$+4!,+!0)1$.7!>,-<2!()!'..)06.$+4!.,!6,'%/!(-*$+)**!(>!.'&$+4! '23'+.'4)! ,:! >,-1! %,06).$.,1<*! 1)6-.'.$,+;! H/$*! @$##! 2,! #,+4W.)10! 2'0'4)! .,! >,-1! 1)6-.'.$,+7! '.! '! %,*.! 0-%/! /$4/)1! ./'+! @/'.)3)1! */,1.W.)10!1)3)+-)*!./$*!.>6)!,:!%'06'$4+!4)+)1'.)*;!! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  52. 52. 44! LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS ! C,1)!$06,1.'+.#>7!$.!?-*.!$*+<.!*6,1.$+4;!,+<.!2,!$.7!'+2!:,##,@$+4!./)! +)=.!.$6!@$##!()!)*6)%$'##>!)'*>;! Ask Them to Stop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e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k-'#$.>!5%,1)!@$##!()! /$4/!'+2!>,-1!'3)1'4)!"9"!#,@;!8:7!,+)!./)!,./)1!/'+27!>,-!($2!,+!./)! .)10!JE2$2'*K7!>,-1!k-'#$.>!5%,1)!@$##!()!)=.1)0)#>!#,@7!21$3$+4!>,-1! "9"!@'>!-6;!H/$*!$*!'+,./)1!1)'*,+!@/>!%,06).$.,1*!@$##!-*-'##>!*.,6! @/)+!>,-!'*&!./)0!.,I!'##!./)>!+))2!.,!2,!$*!*.,6!6'>$+4!:,1!/$4/W%,*.7! #,@WY-'#$.>!%#$%&*;!M,.!0-%/!,:!'!*'%1$:$%);! ! Submit a Complaint to Google 8:!,+)!,:!>,-1!%,06).$.,1*!$*!-*$+4!>,-1!1)4$*.)1)2!.1'2)0'1&!$+!'+!'27! '+2! %,+.'%.$+4! ./)0! /'*+<.! ())+! )::)%.$3)7! >,-! %'+! *-(0$.! '! %,06#'$+.! .,! A,,4#);! H/$*! */,-#2! ,+#>! ()! '! #'*.! 1)*,1.7! '*! $.! $*! '! *,0)@/'.!#)+4./>!'+2!$+3,#3)2!61,%)**;!E4'$+7!./$*!,+#>!@,1&*!$:!>,-1! (1'+2!+'0)!$*!'!1)4$*.)1)2!.1'2)0'1&7!'+2!$:!>,-1!%,06).$.,1!$*!-*$+4! ./'.! .1'2)0'1&! .)10! $+! '+! '27! +,.! ?-*.! ($22$+4! ,+! ./)! &)>@,12;! aH/,-4/!A,,4#)!@$##!$+3)*.$4'.)!0'1&).)1*!,-.*$2)!./)![57![f7!81)#'+2! ,1!"'+'2'!($22$+4!,+!>,-1!.1'2)0'1&*;c!H/)+!'4'$+7!$:!>,-1!.1'2)0'1&! */,@)2! -6! $+! '! %,06).$.,1<*! '2! ()%'-*)! ./)>! @)1)! -*$+4! >+'0$%! f)>@,12!8+*)1.$,+!af8c7!'+2!>,-1!.1'2)0'1&!@'*!,+)!,:!./)!3'1$'.$,+*! ,:! ./)$1! (1,'2! 0'.%/! .)10;;;! H/)1)! '1)! #,.*! ,:! '+4#)*! .,! %,+*$2)17! *,! ./)*)!$+3)*.$4'.$,+*!.'&)!Y-$.)!'!($.!,:!.$0);! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  53. 53. LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS !!!!!!!!!!!!!!!! 45! "'*)*! #$&)! ./$*! @$##! ()! )*6)%$'##>! 1'1)! $:! >,-o3)! *-(0$..)2! >,-1! .1'2)0'1&!.,!A,,4#)7!'*!@)!)=6#'$+)2!$+!./)!()4$++$+4!,:!./$*!6,*.;!! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  54. 54. 46! LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS ! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  55. 55. LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS !!!!!!!!!!!!!!!! 47! The Importance of Tracking Bounce Rates @9%51,9%M1(*80%C(*-*,"//9%D1+)$&%T",:"(9%GU0%GFFJ% ! E*!'!9'>W9)1W"#$%&!a99"c!'23)1.$*)17!>,-!'1)!6'>$+4!:,1!)'%/!'+2!)3)1>! %#$%&! 4)+)1'.)2! 3$'! >,-1! E2],12*7! B'/,,! 5)'1%/! C'1&).$+4! '+2! '2")+.)1!%'06'$4+*;!8:!'!-*)1!%#$%&*!,+!>,-1!'27!'11$3)*!'.!>,-1!#'+2$+4! 6'4)! '+2! $00)2$'.)#>! J(,-+%)*K! '@'>! .,! '+,./)1! *$.)! W! 1'./)1! ./'+! 2)#3$+4!2))6)1!$+.,!>,-1!*$.)!'+2!)3)+.-'##>!%,+3)1.$+4!W!>,-<1)!6'>$+4! :,1!'!%#$%&!./'.!%,*.*!>,-!0,+)>!@$./!#$..#)W!.,W+,!1).-1+;! There Are Several Factors That Facilitate a High Bounce Rate: Z; H/)!&)>@,12*!>,-!/'3)!*)#)%.)2!'1)!+,.!1)#)3'+.!.,!./)!.,6$%*!61)*)+.)2!,+! >,-1!#'+2$+4!6'4);! U; B,-1!#'+2$+4!6'4)!$*!+,.!$+.-$.$3)!,1!W!@,1*)!>).!W!6,,1#>!2)*$4+)2;! T; B,-!0'>!()!./)!3$%.$0!,:!%#$%&!:1'-2;! What Is An Acceptable Bounce Rate? 8.!$*!$06,**$(#)!.,!'**$4+!'!2$1)%.!3'#-)!:,1!'+!'%%)6.'(#)!(,-+%)W1'.);! [#.$0'.)#>7!$.!2)6)+2*!,+!>,-1!*$.)o*!4,'#!'+2!>,-1!3)1.$%'#!a./)!.>6)!,:! 61,2-%.! ,1! *)13$%)! >,-! '1)! 61,0,.$+4c;! M,+)./)#)**7! '+'#>.$%*! 4-1-*! *-44)*.! ./'.! '! (,-+%)! 1'.)! ,:! ,3)1! RQp! $*! @,11$*,0)! '+2! @'11'+.*! $00)2$'.)!'..)+.$,+;!! What Can I Do To Minimize Bounces? E*!2$*%-**)2!)'1#$)17!./)!0'$+!%'-*)*!:,1!/$4/!(,-+%)!1'.)*!'1)!($22$+4! ,+!./)!@1,+4!&)>@,12*!'+2n,1!2$*6#'>$+4!./)!@1,+4!%,+.)+.!,+!>,-1! #'+2$+4!6'4);!8+!(,./!%'*)*!./)1)!$*!'!2$*%1)6'+%>!().@))+!./)!-*)1<*! $+.)+.$,+!'+2!./)!$+:,10'.$,+!>,-!'1)!61)*)+.$+4!.,!./)0!@/)+!./)>! %#$%&!,+!>,-1!'2;! How Do I Determine My Bounce Rates? H,!*.'1.!1-+!'!&)>@,12!1)6,1.!$+!'+>!./$12!6'1.>!'+'#>.$%*!.,,#!aA,,4#)! E+'#>.$%*! $*! '! 41)'.! :1))! *,#-.$,+c;! 5,1.! >,-1! &)>@,12*! $+! 2)*%)+2$+4! ,12)1! (>! ./)! JL,-+%)! b'.)K! ,1! JL,-+%)! p;K! H/$*! @$##! '##,@! >,-! .,! Y-$%&#>!$2)+.$:>!./)!&)>@,12*!./'.!'1)!21$3$+4!3$*$.,1*!'@'>!:1,0!>,-1! *$.)!-6,+!3$*$.;! ! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  56. 56. 48! LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS ! 8.! $*! $06,1.'+.! .,! +,.)! ./'.! >,-! */,-#2! +,.! .'&)! '%.$,+! ,+! &)>@,12*! ./'.! /'3)! 4)+)1'.)2! ,+#>! '! :)@! %#$%&*;! 8+*.)'27! :,%-*! ,+! ./,*)! ./'.! /'3)!'!4)+)1'.)2!*-(*.'+.$'#!+-0()1*!,:!%#$%&*!'+2!/'3)!%,+*$*.)+.#>! 61,2-%)2!'!(,-+%)!1'.)!,:!,3)1!:$:.>!6)1%)+.;! E1)! >,-! +,.$%$+4! '+>! 6'..)1+*i! ,! 0,*.! ,:! >,-1! /$4/! (,-+%)W1'.)! &)>@,12*!1)3,#3)!'1,-+2!./)!*'0)!.,6$%i!8:!./$*!$*!./)!%'*)7!>,-!0'>! /'3)!'+!$**-)!@$./!%,++)%.$+4!@$./!>,-1!-*)1*;! E+,./)1! 41)'.! @'>! .,! Y-$%&#>! )#$0$+'.)! /$4/! (,-+%)W1'.)! &)>@,12*! :1,0!>,-1!99"!%'06'$4+!$*!(>!-*$+4!+)4'.$3)!&)>@,12*;!aH,!#)'1+!0,1)! '(,-.!./$*!.,6$%7!*))!0>!A-1-!6,*.!.$.#)2!J5.,6!]'*.$+4!C,+)>j!V,@! .,!X$+2!./)!b$4/.!M)4'.$3)!f)>@,12*!:,1!B,-1!"'06'$4+*;Kc!8:!>,-!/'3)! '%%)**! .,! *)'1%/! Y-)1>! 1)6,1.$+4! ,1! .1'::$%! #,4*7! ./$*! @$##! +,.! ()! '! %/'##)+4$+4!.'*&;!8:!>,-!2,!+,.!/'3)!'23'+%)2!*)'1%/!Y-)1>!1)6,1.$+47! 1):)1)+%)!@@@;*)03$1,+0)+.;%,0!*$.)!:,1!'22$.$,+'#!$+:,10'.$,+;! Summary 8+! ,12)1! .,! 0$.$4'.)! ./)! 1$*&*! '**,%$'.)2! @$./! /$4/! (,-+%)! 1'.)*7! >,-! 0-*.!$2)+.$:>!@/$%/!&)>@,12*!'1)!21$3$+4!./)!61,(#)0!'+2!$+%#-2)!./)! 1)#)3'+.!+)4'.$3)!&)>@,12*;!^'*.#>7!1)3$*$.!>,-1!#'+2$+4!6'4)*!'+2!.1>! .,!$2)+.$:>!,1!%1)'.)!+)@!'+2!0,1)!)+4'4$+4!#'+2$+4!6'4)*;!8:!>,-1!'2! 41,-6! $*! :,%-*)2! ,+! m41))+! @$24).*m7! %/,,*)! '! #'+2$+4! 6'4)! ./'.! %#)'1#>!1)61)*)+.*!m41))+!@$24).*m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m(,-+%)m!:1,0!,%%-11$+4;! L>! 1)2-%$+4! >,-1! (,-+%)! 1'.)*7! >,-! @$##! )::)%.$3)#>! *))! '! 2)%1)'*)! $+! @'*.):-#!%,*.*!'+2!'+!$+%1)'*)!$+!1)#)3'+.!.1'::$%!%,0$+4!.,!>,-1!*$.);! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  57. 57. LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS !!!!!!!!!!!!!!!! 49! Taking Advantage of Negative Keywords ! 5)'1%/! 0'1&).$+4! )=6)1.*! @$##! '#0,*.! +)3)1! 0$**! '+! ,66,1.-+$.>! .,! /$4/#$4/.! ./)! $06,1.'+%)! ,:! +)4'.$3)! &)>@,12*! .,! >,-1! %'06'$4+o*! *-%%)**;! E*! 9)11>! C'1*/'##! 6-.*! $.! $+! /$*! ):$+$.$3)! A-$2)! .,! A,,4#)! E2],12*7!m8+!*,0)!%'*)*!>,-!%'+!2,-(#)!>,-1!%#$%&./1,-4/!!1'.)!?-*.! (>! '22$+4! $+! ./)! 1$4/.! +)4'.$3)! &)>@,12*;m! ])! %'+o.! 61,0$*)! 1)*-#.*! Y-$.)!./'.!21'0'.$%7!(-.!+)4'.$3)!&)>@,12*!'1)!*.$##!'!%1-%$'#7!'+2!,:.)+! ,3)1#,,&)27!.,,#!:,1!$061,3$+4!%'06'$4+!6)1:,10'+%);! Negative Keywords Basics L'*$%*! :$1*.I! @/'.! '1)! +)4'.$3)! &)>@,12*i! ]/)+! >,-! '22! '! +)4'.$3)! &)>@,12! .,! >,-1! #$*.7! >,-1! '2*! @$##! +,.! ()! 2$*6#'>)2! @/)+! '! -*)1o*! Y-)1>! $+%#-2)*! ./'.! .)10;! E##! >,-! /'3)! .,! 2,! $*! 6-.! '! 0$+-*! *$4+! amWmc! ():,1)! '! &)>@,127! a'*! $+! W:1))7! W:,1)$4+! ,1! W1)*$2)+.$'#c7! '+2! $.! @$##! ()! .1)'.)2!'*!'!+)4'.$3)!&)>@,12;! H,!.'&)!./)!*$06#)*.!)='06#)!6,**$(#)7!#).o*!$0'4$+)!'+!'2!41,-6!@$./! .@,!&)>@,12*I! 0-*$%!sL1,'2!C'.%/t! W:1))!s+)4'.$3)t! L)%'-*)!./)!&)>@,12!m0-*$%m!$*!L1,'2!C'.%/7!./$*!'2!41,-6o*!'2*!@$##! ()! .1$44)1)2! :,1! '+>! +-0()1! ,:! Y-)1$)*7! $+%#-2$+4! m0-*$%m7! m+)@! 0-*$%m7!m*,-#!0-*$%m!,1!m(->!0-*$%!,+#$+)m;!V,@)3)17!()%'-*)!,:!./)! +)4'.$3)!&)>@,127!Y-)1$)*!./'.!$+%#-2)!./)!@,1#2!m:1))m!W!*-%/!'*!m:1))! 0-*$%m!,1!m:1))!0-*$%!,+#$+)m!W!@,+o.!.1$44)1!./$*!'2!41,-6o*!'2*;! Choosing Your First Negative Keywords 5,!/,@!2,!>,-!*)#)%.!+)4'.$3)!&)>@,12*i! H/)! :$1*.! *.)6! $*! ./)! *'0)! '*! ./'.! $+! *)#)%.$+4! >,-1! ,./)1! &)>@,12*I! -*$+4! '! .,,#! #$&)! B'/,,j! 5)'1%/! C'1&).$+4! ,1! A,,4#)o*! f)>@,12! H,,#;! E*!'#@'>*7!./,-4/7!./)!#$*.*!,:!&)>@,12*!./'.!./)*)!.,,#*!4)+)1'.)!%'+! ()! ,3)1@/)#0$+4`! $.! /)#6*! .,! &))6! '! %,-6#)! ,:! .$6*! $+! 0$+2! @/)+! #,,&$+4!./1,-4/!./)0!:,1!+)4'.$3)!&)>@,12*;! H/)1)!'1)!.@,!./$+4*!$+!6'1.$%-#'1!./'.!@)!@'+.!.,!#,,&!:,1I! Z; 91,2-%.*!'+2!*)13$%)*!>,-!2,+o.!,::)1! U; 9/1'*)*!./'.!*-44)*.!'+!$11)#)3'+.!2):$+$.$,+!,:!>,-1!&)>@,12*! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  58. 58. 50! LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS ! ^).o*! *))! ./)*)! .$6*! $+! 61'%.$%)I! @)o##! -*)! A,,4#)o*! f)>@,12! H,,#! .,! 4)+)1'.)! 3'1$'.$,+*! ,+! ./)! &)>@,12! m6$%&#)m! :,1! E"CF! 9$%&#)*7! '! %,06'+>! ./'.! *)##*! 6$%&#)2! %-%-0()1*7! a'#*,! &+,@+7! ,:! %,-1*)7! '*! m6$%&#)*7m!(-.!@)o##!*))!$+!'!0,0)+.!@/>!61)%$*$,+!/)1)!$*!$06,1.'+.c;! V)1)o*!./)!()4$++$+4!,:!A,,4#)o*!#$*.I! Products and Services You Don’t Offer ^).o*! ()4$+! @$./! ./)! :$1*.! .$6I! *;;N,4:! G;E! .E;5)/0=! 945! =$EH,/$=! 1;)! 5;4Z0!;GG$E7! H,!&))6!./$+4*!*$06#)7!@)o##!61).)+2!./'.!E"CF!9$%&#)*!,+#>!*)##*!J2$##K! 6$%&#)*7! '+2! +,.! '+>! ,./)1! &$+27! #$&)! J(1)'2! '+2! (-..)1K! ,1! J*@)).K;! H/)1):,1)7!./)>!*/,-#2!'22!mW(1)'2!'+2!(-..)1m!'+2!mW*@)).m!.,!./)$1! #$*.!,:!+)4'.$3)!&)>@,12*7!()%'-*)!./)>!2,+o.!@'+.!*)'1%/)*!:,1!./,*)! 3'1$).$)*! .,! .1$44)1! ./)$1! '2*;! 5.$%&$+4! @$./! ,-1! 1)#'.$3)#>! )=.1)0)! )='06#)7!./)!0'+'4)1!,:!./$*!'2!41,-6!*/,-#2!'#*,!(#,%&!,-.!'+>!,./)1! 3'1$).$)*!'+2!61)6'1'.$,+*!./'.!E"CF!2,)*+o.!,::)17!$+%#-2$+4!mW:1$)2m! ,1!mWV)$+G;m! V,@)3)17! >,-! */,-#2+o.! ()! ,3)1#>! )+./-*$'*.$%! '(,-.! ./$*! '661,'%/! 1$4/.! :1,0! ./)! ()4$++$+4;! _-*.! ()%'-*)! E"CF! 2,)*+o.! 61,3$2)! 6$%&#)! 1)%$6)*7! :,1! $+*.'+%)7! ./)>! */,-#2+o.! +)%)**'1$#>! '22! mW1)%$6)m! '*! '! +)4'.$3)! &)>@,12;! aE:.)1! '##7! 6),6#)! *)'1%/$+4! :,1! 6$%&#)! 1)%$6)*! 0'>! ()! $+.$0$2'.)2! (>! @/'.! ./)>! :$+2! '+2! 2)%$2)! .,! ?-*.! (->! '! ?'1c;! e+%)! >,-1!L1,'2!C'.%/!&)>@,12*!/'3)!1-+!:,1!'!*/,1.!6)1$,2!,:!.$0)7!>,-o##! ()! '(#)! .,! 1)3$)@! @/$%/! Y-)1$)*! .1$44)1)2! >,-1! '2*7! '+2! @/)./)1! ,1! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  59. 59. LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS !!!!!!!!!!!!!!!! 51! +,.! ./)>! #)2! .,! %,+3)1*$,+*;! E"CF! 0'>! :$+2! ./'.! m6$%&#)! 1)%$6)m! @'*! '%.-'##>!'!3'#-'(#)!Y-)1>!:,1!./)0;! b)0,3)!61,2-%.*!'+2!*)13$%)*!>,-!2,+o.!/'3)7!(-.!2,+o.!2)%$2)!.,,!:'1! $+!'23'+%)!@/$%/!.'+4)+.$'#!*)'1%/)*!@$##!21$3)!%,+3)1*$,+*!'+2!@/$%/! @,+o.;!B,-!%,-#2!()!*-161$*)2;! ! Irrelevant Definitions E:.)1! 1)0,3$+4! ./$*! *).! ,:! &)>@,12*7! $.o*! .$0)! .,! #,,&! :,1! $11)#)3'+.! 2):$+$.$,+*!,:!>,-1!&)>@,12*;! m9$%&#)2!%-%-0()1m!$*+o.!./)!,+#>!@'>!./'.!./)!@,12!m6$%&#)m!$*!-*)2;! E*!>,-!%'+!*))!'.!./)!(,..,0!,:!./)!#$*.!'(,3)7!'+,./)1!:'$1#>!%,00,+! *)'1%/!$*!:,1!m6$%&#)!('##;m!E%.-'##>!*6)##)2!m9$%&#)('##7m!$.o*!4'0)!6#'>)2! @$./!@,,2)+!6'22#)*!,+!'!UQ!:.!(>!SS!:.!%,-1.;!"#)'1#>7!./$*!/'*!+,./$+4! .,!2,!@$./!E"CFo*!,::)1$+47!*,!./)>!*/,-#2!1)0,3)!./)!.)10!(>!'22$+4! mW('##m!'+2!mW9$%&#)('##m!.,!./)$1!+)4'.$3)!&)>@,12!#$*.*;! Advanced Techniques 8:! >,-! &))6! ./)*)! .@,! .$6*! $+! 0$+27! >,-o##! /'3)! '! 0-%/! )'*$)1! .$0)! %,0($+4! ./1,-4/! &)>@,12! *-44)*.$,+*! :,1! @,12*! ./'.! >,-! @'+.! .,! @))2!,-.;!H/)1)!'1)!0,1)!'23'+%)2!'661,'%/)*!>,-!%'+!.'&)!'*!@)##7! $+%#-2$+4! '+! '+'#>*$*! ,:! 5)'1%/! F+4$+)! b)*-#.*! 9'4)*! a5Fb9*c! :,1! >,-1! &)>@,12*!'+2!'!#,,&!'.!%,06).$.$3)!'2*!./'.!0'>!()!.1$44)1)2!,+!./)! ('*$*!,:!$11)#)3'+.!&)>@,12*;!! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  60. 60. 52! LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS ! X,1! '22$.$,+'#! .)%/+$Y-)*7! *))! ,-1! A-1-! 6,*.*! '+2! 3$*$.! ])(0'*.)1! ],1#2!:,1-0*!a./)!.,6$%!$*!.$.#)2!JX$+2$+4!'+2!806#)0)+.$+4!M)4'.$3)! f)>@,12*K;! ! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING

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