Geordie Carswell
geordie@ppcblog.com
@geordiecarswell
www.ppcblog.com
Training – Tools – Private Community
Tactics For Stealing Ad Position
Why They Outrank You
• Likely Better Click-Through-Rate (CTR) = Better
“Keyword Relevance” Quality Score
• Combined with:
...
Their Current Ad = Your New Ad
Them:
You:
Next: Bid Up & Grab It
• Their CTR Advantage Is Now Negated
• Don’t Worry About ROI Right Now - Focus on
Knocking Them Dow...
PPC With Google Instant
The new “grey” Google Suggest light-up is a
bigger deal than instant results…
Google Suggest on Steroids
• Scoop ‘Em All: http://yoast.com/suggest/
Pump Your Bottom 80%
• In Most Adwords Accounts 20% of the
Keywords Drive 80% of the Conversions
• What About the Other 80...
“Bottom 80” Optimization
• Use Adwords Editor to Create a New
Campaign With Identical Settings (Copy/Paste)
• In the New C...
Adgroup “Life Support”
• Time or Clicks: Cull the Losers from the New
Ads
• Are Your Top 10 Keywords Converting?
• Yes? Tw...
Big Enough? Double Serve Ads!
Google Says: “Integrated Search Campaigns!”
Source: http://googleretail.blogspot.com/2010/10/barbies-50th-
anniversary-bes...
My Favorite Tools
• SEMRush – Competitive Analysis & Keywords
• PPCBlog Mass Campaign Generator
• Clicktale User Session R...
Geordie Carswell
geordie@ppcblog.com
@geordiecarswell
www.ppcblog.com
Thank You Blueglass!
PPC Marketing Presentation Blueglass FL 2010
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PPC Marketing Presentation Blueglass FL 2010

  1. 1. Geordie Carswell geordie@ppcblog.com @geordiecarswell www.ppcblog.com Training – Tools – Private Community
  2. 2. Tactics For Stealing Ad Position
  3. 3. Why They Outrank You • Likely Better Click-Through-Rate (CTR) = Better “Keyword Relevance” Quality Score • Combined with: • Possibly Higher CPC Bid
  4. 4. Their Current Ad = Your New Ad Them: You:
  5. 5. Next: Bid Up & Grab It • Their CTR Advantage Is Now Negated • Don’t Worry About ROI Right Now - Focus on Knocking Them Down • Keep Upping Bid Until You See Your Ad at #1 • Once You’re There, Watch Your Keyword Quality Score: Does it Go Up? • Start Bidding Down a Bit at a Time, Find the Basement • Then Measure Your ROI
  6. 6. PPC With Google Instant The new “grey” Google Suggest light-up is a bigger deal than instant results…
  7. 7. Google Suggest on Steroids • Scoop ‘Em All: http://yoast.com/suggest/
  8. 8. Pump Your Bottom 80% • In Most Adwords Accounts 20% of the Keywords Drive 80% of the Conversions • What About the Other 80%? • It’s Tough to Focus on the Bottom 80% - It Converts Less Often, Takes Longer to Get Data • You Need to Break It Up – Make It Easier to Optimize and Concentrate On
  9. 9. “Bottom 80” Optimization • Use Adwords Editor to Create a New Campaign With Identical Settings (Copy/Paste) • In the New Campaign, Single Out Adgroups That Aren’t Converting or Getting Much Traffic • Start With the Top 10 Traffic Adgroups and Write a Set of 5 Entirely New Ads, Set to Rotate • Measure These 10 Adgroups Closely
  10. 10. Adgroup “Life Support” • Time or Clicks: Cull the Losers from the New Ads • Are Your Top 10 Keywords Converting? • Yes? Tweak Your Bids & Move on to the Next 10 adgroups • No? Cut Them & Move on to the Next 10 Adgroups – Be Brutal, No Sentimental Attachments!!!!
  11. 11. Big Enough? Double Serve Ads!
  12. 12. Google Says: “Integrated Search Campaigns!” Source: http://googleretail.blogspot.com/2010/10/barbies-50th- anniversary-best-in-class.html
  13. 13. My Favorite Tools • SEMRush – Competitive Analysis & Keywords • PPCBlog Mass Campaign Generator • Clicktale User Session Recorder • KISSinsights User Survey Tool • Visual Website Optimizer: Advanced A/B Tests
  14. 14. Geordie Carswell geordie@ppcblog.com @geordiecarswell www.ppcblog.com Thank You Blueglass!

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