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  • 1. ! ! ! "#$%!&'(!)!**'!)()+)!,! -./012345!!!-62789:6;<!"=7><!?))&!966!12345@!1;@;1A;B>!C12=5;B!2=!54;!D=25;B!#595;@!.E!FG;1279
  • 2. ! ! ! ! ! ! ! ! ! ! ! ! ! 2009 CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING ! -62789:6;!2@!9=!.=62=;!@.6H52.=!5495!G98;@!@;9174!9BA;152@2=3!#2G/6;<! "=@59=5! 9=B! C1.E259:6;>! -62789:6;I@! 2GG;B295;! 9752A952.=! 9=B! 2=5H252A;! H@;1!;J/;12;=7;!G98;!25!;9@0!E.1!G918;5;1@!5.!G9=93;!/;1E.1G9=7;! 971.@@!966!G9K.1!9B!=;5L.18@<!2=76HB2=3!M..36;<!N94..!9=B!O271.@.E5>! -62789:6;I@!/.L;1EH6!1;7.GG;=B952.=@!9=B!1;/.152=3!G98;!G918;5;1@! G.1;!;EE272;=5<!;EE;752A;!9=B!7.=E2B;=5!P!;A;=!95!54;!A;10!E21@5!6.32=>! -62789:6;I@! F75Q=32=;"! 975H9660! 6;91=@! G918;5;1@I! /1;E;1;=7;@! 9=B! ;=E.17;@! :;@5! /197527;@! 5.! G9J2G2R;! 1;5H1=>! -62789:6;! 96L90@! 62@5;=@! 9=B!7.=@59=560!2G/1.A;@>!S495I@!L40!7H@5.G;1@!.E5;=!@90T!U-62789:6;!2@! 628;!49A2=3!9!51H@5;B!9BA2@.1!96L90@!:0!0.H1!@2B;!;=@H12=3!@H77;@@>V!! ! ! ! ! "#$%!&'(!)!**'!)()+)!,! -./012345!!!-62789:6;<!"=7><!?))&!966!12345@!1;@;1A;B>!C12=5;B!2=!54;!D=25;B!#595;@!.E!FG;1279
  • 3. ! THE CLICKABLE GURUS ! ANDREW BERNERO 2@! 9=! ;J/;12;=7;B! .=62=;! G918;5;1! L4.! 2@! A;1@;B! 2=! G9=932=3! /92B! @;9174! 79G/923=@! 9@! L;66! 9@! ./52G2R2=3! L;:@25;@! E.1! .139=27! @;9174>! W;! 49@! G9=93;B! GH652XG2662.=! B.6691! @;9174!79G/923=@!E.1!Y.15H=;!*))!7.G/9=2;@!9=B!49@!:;;=!71;952=3! @;9174!97ZH2@252.=!/1.319G@!/1.E;@@2.=9660!@2=7;!?))[>!F=B1;L!49@!9! $>F>!E1.G!%.154;9@5;1=!"662=.2@!D=2A;1@250!L254!9!G9K.1!2=!/@074.6.30>! ! EHREN REILLY!49@!L.18;B!L254!9!B2A;1@;!@;5!.E!762;=5@>!H12=3!42@! 5;=H1;! 95! @;9174XG918;52=3! 93;=70! -95960@5! #;9174! O918;52=3<! 4;! G9=93;B!@;9174!977.H=5@!E.1!@;A;196!Y.15H=;!*))!7.G/9=2;@>!F@!9=! 2=X4.H@;!21;75.1!.E!@;9174!G918;52=3!E.1!9=!9EE26295;!G918;52=3!9=B! 6;9B! 3;=;1952.=! @5915H/<! 4;! G9=93;B! 9=B! 5192=;B! 9! 5;9G! .E! KH=2.1! @;9174!G918;5;1@>!!W;!2@!96@.!9!M..36;!FB].1B@!-;152E2;B!2=B2A2BH96<! L4.! 49@! G9=93;B! B.R;=@! .E! 79G/923=@! E.1! @G966X:H@2=;@@! 762;=5@>!! Q41;=!4.6B@!9!$>F>!2=!^2=3H2@527@!E1.G!-916;5.=!-.66;3;<!9=B!9!O>F!2=! -.3=252A;!#72;=7;!E1.G!_.4=@!W./82=@!D=2A;1@250>!C12.1!5.!42@!@;9174X G918;52=3! 791;;1<! Q41;=! /H:62@4;B! @;A;196! @72;=52E27! /9/;1@! .=! 4.L! /;./6;!1;9B!9=B!/1.7;@@!69=3H93;>! ! HANNY HINDI 2@! 9! 5;74=2796! L125;1! L254! ;J/;152@;! 2=! 7./0L1252=3<! @;9174!;=32=;!./52G2R952.=<!9=B!@;9174!G918;52=3>!W;!49@!L.18;B!9@!9! B;A;6./;1! .=! /.1596! 2G/6;G;=5952.=@! E.1! 54;! D=25;B! #595;@! F1G0<! %9A0! 9=B! ;/915G;=5! .E! W.G;69=B! #;7H1250`! 9@! 9! 5;74=2796! /1.K;75! G9=93;1! 95! -9=5.1! Y25R3;196B`! 9=B! 49@! 2G/6;G;=5;B! =HG;1.H@! 7H@5.G2R;B!:6.3@!9=B!];:!@25;@!9@!9!E1;;69=7;!7.=@H659=5>!W9==0!49@!9! $>F>!E1.G!54;!D=2A;1@250!.E!C;==@06A9=29!L254!9!G9K.1!2=!/426.@./40>
  • 4. ! TONY SORIC!:;39=!42@!791;;1!2=!@;9174!G918;52=3!2=!?)),>!C12.1!5.! -62789:6;<! 4;! 392=;B! A96H9:6;! ;J/;12;=7;! L.182=3! 9@! 9! @;9174X G918;52=3! @5195;32@5! E.1! 9=! .=62=;! G918;52=3! 93;=70! 2=! -6;A;69=B! X! ;O;13;=5! O918;52=3! a=.L! b.@;559c>! F5! ;O;13;=5! 4;! B;A;6./;B! 42@! @;9174XG918;52=3! @8266@! L426;! G9=932=3! 977.H=5@! E.1! G2BX@2R;B! 5.! Y.15H=;! *))! 7.G/9=2;@! 2=! 54;! .=62=;! 1;5926<! E2=9=7296! @;1A27;@<! 9=B! 4.@/2596250!A;152796@>!"=!?))d<!4;!5..8!.=!54;!1.6;!.E!21;75.1!.E!#;9174! O918;52=3!E.1!9!-42793.!:9@;B!.=62=;!1;5926!@5915H/>!W;1;!4;!EH154;1! B;A;6./;B!42@!@;9174XG918;52=3!@8266!@;5!L426;!G9=932=3!54;!/90X/;1X 76278<! 9EE26295;<! ;G926<! 9=B! .139=27! G918;52=3! /1.319G@>! S.=0! 4.6B@! 9! $>#>!2=!$H@2=;@@!O9=93;G;=5!E1.G!M;.13;5.L=!D=2A;1@250> ! TRACE JOHNSON!2@!9=!.=62=;!9BA;152@2=3!9=B!9=960527@!7.=@H659=5! L.182=3!L254!:H@2=;@@;@!9=B!=.=X/1.E25!.139=2R952.=@!5.!2G/1.A;!54;21! .=62=;!/1;@;=7;>!!W;!49@!L.18;B!L254!762;=5@!19=32=3!E1.G!@5915XH/@!5.! $125=;0! #/;91@<! =.=X/1.E25@<! ;BH7952.=96! 2=@525H52.=@<! 9=B! :H@2=;@@;@>! W;!2@!9!4H3;!E9=!.E!6.796!9BA;152@2=3!9=B!79G/923=!./52G2R952.=>!!S4;! E975!5495!4;!79=!B.!25!@2552=3!95!4.G;!2@!9!4H3;!/6H@>!
  • 5. !
  • 6. ! INTRODUCTION Y21@5<!549=8!0.H!E.1!0.H1!2=5;1;@5!2=!.H1!:..8<!-62789:6;!MH1HI@!MH2B;!5.! $;55;1!#;9174!Q=32=;!O918;52=3>!S.!4;6/!0.H!3;5!G.1;!A96H;!.H5!.E!54;! :..8<!:;6.L!2@!9!:12;E!2=51.BH752.=!5.!.H1!.139=2R952.=<!-62789:6;<!9=B! 3.96@!:;42=B!54;!MH1H!/1.319G>! Why We Exist -62789:6;!;J2@5@!5.!@2G/62E0!.=62=;!9BA;152@2=3>!"=!E975<!.H1!/1.G2@;!5.! .H1!7H@5.G;1@!2@!5.!U!"#$%"&'$()*+*,-%+*!./$0%*,+)",)%",&%.(12*)"3/$>V! S42@!5;=;5!1;@.=95;@!541.H34!;A;10542=3!L;!B.<!E1.G!.H1!/1.BH75@!9=B! .H1!G;@@932=3!5.!.H1!4;6/!G95;1296@!9=B!7H@5.G;1!2=5;19752.=@>!! Our Values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e!F=B!L;!;J/;12G;=5!9=B!2==.A95;!7.=@59=560!5.!2B;=52E0!=;L! .//.15H=252;@!5.!:H26B!B21;7560!2=5.!54;!G918;5!E12752.=@!L;!2=5;=B!5.! 1;@.6A;>!];!91;!96L90@!749@2=3!9=B!/;1E;752=3!.H1!/1.BH75X5.XG918;5! E25>!];!91;!9=!U9=BV!7H65H1;>! On Being A Trusted Advisor ;A;6./2=3!/1.BH75@!5495!G98;!9BA;152@2=3!@2G/6;!1;ZH21;@!7.==;752=3! L254!7H@5.G;1@!P!9=B!:H26B2=3!9!1;/H5952.=!9@!9!51H@5;B!9BA2@.1>!S495! G;9=@!;=3932=3!L254!54;!G918;5/697;!9=B!2=7.1/.1952=3!2=@2345@!2=5.! ;A;10542=3!L;!B.!9=B!:H26B>!-62789:6;I@!#;9174!Q=32=;!O918;52=3!MH1H! /1.319G!2@!9!7.1;!7.G/.=;=5!.E!62A2=3!H/!5.!5495!2B;96>!!!!
  • 7. ! Who Are The Clickable Gurus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lickable Guru Guidelines F@! -62789:6;! 9G:9@@9B.1@<! 54;! #QO! MH1H@! 62A;! :0! @;A;196! 7.1;! 3H2B;62=;@T!! #! #512A;!5.!:;!9!51H@5;B!9BA2@.1!! #! Q=393;!9H54;=5279660!2=!.=62=;!7.GGH=252;@!! #! O92=592=!9!@5;9B0!14054G!.E!3..B!B;;B@!! #! W;6/!G918;5;1@!95!966!@8266!6;A;6@!! #! fEE;1!@2G/6;!@.6H52.=@!9=B!.:K;752A;!9BA27;!! #! D@;!0.H1!.L=<!1;96<!/;1@.=96!/1.E26;!! #! 2@76.@;!0.H1!9EE262952.=!L254!-62789:6;!!! #! %;A;1! @4266<! :H5! B.! L;67.G;! =;L7.G;1@! 5.! -62789:6;! L4;=! 9//1./1295;!! #! g;;/!9!6.3!.E!966!3..B!B;;B@!5.!2=E6H;=7;!54;!-62789:6;!/1.BH75! B;A;6./G;=5!7076;!! Codifying The Clickable Gurus’ Wisdom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
  • 8. ! ];!4./;!0.H!;=K.0!9=B!:;=;E25!E1.G!54;!-62789:6;!MH1HI@!MH2B;!S.! $;55;1!#;9174!Q=32=;!O918;52=3>!! Closing The Loop Y2=9660<!L;!4./;!0.HI66!:;=;E25!H@!541.H34!54;!32E5!.E!0.H1!E;;B:978<!@.! L;!79=!7.=@59=560!2G/1.A;>!!! ! ]91G!1;391B@<!! ! S4;!-62789:6;!S;9G!! 2=E.h762789:6;>7.G!
  • 9. ! LEARN HOW TO WRITE EFFECTIVE AD COPY........................................................... 1! ]1252=3!F55;=52.=XM19::2=3!W;9B62=;@!>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>!,! ;@712:2=3!54;!b;6;A9=7;!9=B!i96H;!.E!N.H1!fEE;1!>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>!'! O982=3!S4;!-966!S.!F752.=!>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>![[! MH1H!S2/T!g;0L.1B!"=@;152.=!X!CH552=3!g;0L.1B@!"=5.!N.H1!#;9174!FB@!>>>>>>>>>![*! MH1H!S2/T!0=9G27!g;0L.1B!"=@;152.=!P!$.6B!2@!$;9H52EH6!>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>!?[! W.L!.!"!S;@5!O0!#;9174XO918;52=3!FB@j!>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>!?*! ! LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS ...............................27! D=B;1@59=B2=3!O9574!S0/;@!>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>!?&! MH1H!S2/T!]4;=!#4.H6B!"!D@;!C419@;!O9574j!>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>!,[! MH1H!S2/T!Y265;12=3!L254!-6278!959!>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>!,,! MH1H!S2/T!D@2=3!M..36;!#H33;@5!E.1!g;0L.1B!b;@;9174!>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>!,'! $2BB2=3!f=!N.H1!$19=B!%9G;!>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>!,&! C1.5;752=3!N.H1!$19=B!%9G;!9=B!S19B;G918;B!S;1G@!>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>!+[! S4;!"G/.159=7;!.E!S19782=3!$.H=7;!b95;@!>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>!+,! S982=3!FBA9=593;!.E!%;3952A;!g;0L.1B@>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>!+*! MH1H!S2/T!#5./!]9@52=3!O.=;0k!Y2=B!54;!b2345!%;3952A;!g;0L.1B@!!!!!!!!!!!!!!!!!+&! O9=932=3!O2@@/;662=3@!>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>!*[! S4;!M19GG91!fE!g;0L.1B@!"=!FB].1B@!A@>!N94..!#;9174XO918;52=3!>>>>>>>>>>>!**! #25;!C697;G;=5!$9@27@!>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>!*&! ! LEARN ABOUT GEOTARGETING ..........................................................................63! W.L!.!#;9174!Q=32=;@!;5;1G2=;!FHB2;=7;!^.7952.=@j!>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>!d*! MH1H!S2/T!]40!"@!S4;1;!9!-250!%9G;!95!54;!$.55.G!.E!O0!#QO!FB@j!>>>>>>>>>>>>!d(! SL.!O;54.B@!.E!^.7952.=!S913;52=3!>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>!')! MH1H!S2/T!W.L!5.!bH=!9!^.796!FB!-9G/923=!>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>!'+! ! !
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  • 18. 8 LEARN HOW TO WRITE EFFECTIVE AD COPY CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING >1'!%'B$!'B+2.4'!#0!'*'%!2-"'!0$"+#&1$(-":+",A!-3"!+,*'"$#0'"!&#*'0! <+%P-! 4'00-%0;! 'B+)$4/! :1+$! $1'! 0'+")1'"! #0! 4--5#%&! (-"8! `I'00-%0`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c44!"')-&%#d'!#$!"#&1$!+:+/8! X(!)-3"0';!2-"'!$1+%!-%'!+,!-%!+!.+&'!2+/!<'!"'4'*+%$!$-!+!0'+")1'"8! >1'! %'B$! $1#%&! /-3! %'',! $-! ,-! #0! ,'2-%0$"+$'! $1'! 3%#R3'! *+43'! -(! :1+$!/-3!1+*'!$-!-(('";!+%,!0'$!/-3"0'4(!+.+"$8! Demonstrating Value C1+$!2+5'0!/-3"!."-,3)$!-"!0'"*#)'!<'$$'"!$1+%!$1'!"'0$U!>1#0!2+/! 0''2!4#5'!$1'!(#"0$!R3'0$#-%!+%/!2+"5'$'"!1+0!$-!+%0:'";!+%,!#$!2+/!<'! 03"."#0#%&!$-!(#%,!#$!.-..#%&!3.!$1#0!4+$'!#%!$1'!&+2'8!N3$!%-:!#0!$1'! $#2'! $-! +%0:'"! #$8! Z-:! #0! $1'! $#2'! $-! 0$+$'! /-3"! 6-4,! 0)1--4! $'"27! `*+43'!."-.-0#$#-%J8! G+"$!-(!/-3"!-(('"c0!*+43'!#0!+4"'+,/!,#0)4-0',!#%!+!0$"+#&1$!,'0)"#.$#-%A! +! 2'+4;! +! 4'00-%;! (4-:'"! ,'4#*'"/8! N3$;! :1/! 1+*'! +!2'+4!+$! W"-%$'"+! S"#44U! >+5'! +! .'"0-%+4! <+%P-! 4'00-%! ("-2! /-3U! C1/! 1+*'! "-0'0! ,'4#*'"',! ("-2! /-3"! (4-:'"! 01-.U! >1#0! #0! $1'! .4+)'! $-! +%0:'"! $1+$! R3'0$#-%8! >1'"'! +"'! %-! &'%'"#)! +%0:'"0! 1'"'8! E*'"/! <30#%'00! 1+0! +! ,#(('"'%$! *+43'!."-.-0#$#-%8!Z-<-,/!:#44!3%,'"0$+%,!/-3"!<30#%'00'0=!*+43'!! G"-.-0#$#-%! <'$$'"! $1+%! /-3;! <3$! Lc44! )-%$#%3'! :#$1! -3"! 'B+2.4'0! $-! )4+"#(/!:1+$!L!2'+%8! C1'%! ,#0)300#%&! `"'4'*+%)'`! +<-*';! :'! ,')#,',! $1+$! :'c,! %'',! $-! #%)43,'! 2-"'! #%(-"2+$#-%! +<-3$! $1'! "'0$+3"+%$! #%! -3"! +,8! C'! +40-! :+%$!$-!0'$!#$!+.+"$A!#$=0!`+:+",@:#%%#%&J;!`+3$1'%$#)J;!`&-3"2'$J8!C'! )+%!$"/!:-"5#%&!$1-0'!$1#%&0!#%8!6?%,;!-(!)-3"0';!:'!)+%!:"#$'!-$1'"! +,0! (-"!-$1'"!5'/:-",0! $1+$! 1#&14#&1$! -$1'"! ,'$+#40!@! 0.')#(#)! ,#01'0;! $1'!)1'(c0!)"','%$#+40;!+%/$1#%&!$1+$!2#&1$!<'!#2.-"$+%$78!W-"!%-:!4'$c0! $"/!`?3$1'%$#);!S-3"2'$!O'B#)+%!93#0#%'`8!
  • 19. LEARN HOW TO WRITE EFFECTIVE AD COPY 9! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING X3"! 0')-%,! +,*'"$#0'"! #0! )-2.'$#%&! :#$1! -$1'"! -(('"0! (-"! .'"0-%+4! <+%P-!4'00-%08!C1+$!2+5'0!$1'#"!-(('"!3%#R3'U!?!("''!4'00-%;!.'"1+.08! L!:"-$'!+<-*'!$1+$!:'!:#44!%'',!$-!#%)43,'!2'%$#-%!-(!`4'00-%0`!#%!-3"! ,'0)"#.$#-%!$-!#%,#)+$'!"'4'*+%)'8!Z-:;!:'!+40-!%'',!$-!2'%$#-%!$1'! ("''! -(('"! $-! #%,#)+$'! *+43'8! `G'"0-%+4! I'00-%08! W#"0$! I'00-%! W"''`! #0! )4'+";!"'4'*+%$!$-!0'+")1'"0!4--5#%&!(-"!.'"0-%+4!4'00-%0;!+%,!1#&14#&1$0! $1'!3%#R3'%'00!-(!$1'!-(('"8! W#%+44/;!:1+$!+"'!0-2'!$1#%&0!$1+$!2+/!<'!#2.-"$+%$!$-!)30$-2'"0!-(!+! ,'4#*'"/! 0'"*#)'U! D.'',U! Y'.'%,+<#4#$/U! 9-0$U! `W"'';! Y'.'%,+<4';! D+2'@Y+/!Y'4#*'"/`!)-*'"0!+44!$1'0'!<+0'08!>1'!0$"+#&1$!,'0)"#.$#-%!-(! $1'!0'"*#)'!@!(4-:'"!,'4#*'"/;!#%)43,#%&!"-0'0!@!#0!+4"'+,/!)-%$+#%',!#%! $1'!1'+,4#%'8! D-!(+";!:'c*'!:"#$$'%!$:-!$1#",0!-(!-3"!+,0;!&#*#%&!30A! ! "#! $%&'()*+,!>-.!O'B#)+%! ?3$1'%$#);!S-3"2'$!-./&'(0!93#0#%'! ! 1#! I'+"%!>-!G4+/!>1'!2(03*! G'"0-%+4!4.,,*0,8!W#"0$!4.,,*0!W"''! ! 5#! C+%$!6*,.,!Y'4#*'"',!Z-:U! W"'';!Y'.'%,+<4';!D+2'@Y+/!Y'4#*'"/! ! e0'"0!01-34,!%-:!5%-:!:1+$!#$!#0!$1+$!-3"!$1"''!+,*'"$#0'"0!1+*'!$-! -(('";! 1-:! $1+$! -(('"#%&! 2''$0! $1'#"! %'',0! 6"'4'*+%)'7;! +%,! :1+$! 2+5'0!$1+$!-(('"#%&!<'$$'"!$1+%!-$1'"0!-%!$1'!.+&'!6*+43'78!>1'!%'B$! R3'0$#-%! $-! +%0:'"! #0;! `C1+$! ,-! L! %'',! $-! ,-! %-:U`! >1#0! #0! $1'! R3'0$#-%! /-3! :#44! +%0:'"! #%! $1'! (#%+4! 4#%'! -(! /-3"! +,! @! $1'! `9+44! $-! ?)$#-%J8!L$c0!+40-!$1'!03<P')$!-(!-3"!%'B$!$3$-"#+48! ! !
  • 20. 10 LEARN HOW TO WRITE EFFECTIVE AD COPY CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
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  • 24. 14 LEARN HOW TO WRITE EFFECTIVE AD COPY CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  • 25. LEARN HOW TO WRITE EFFECTIVE AD COPY 15! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING Guru Tip: Keyword Insertion - Putting Keywords Into Your Search Ads ?.%@#0$4%A$+33.6%B0+<+4133.%C&5*$2%B)*&'$0%DE6%FEEG% ! >1'! (3%,+2'%$+4! $+05! -(! 2+"5'$#%&! +%,! 0+4'0! #0! $-! )-%*#%)'! .'-.4'! $1+$!$1'/!:+%$!/-3"!."-,3)$8!e03+44/;!$1#0!#0!+!$:-@.+"$!."-)'00A! ^8! W#&3"'!-3$!:1+$!'B+)$4/!.'-.4'!:+%$8! b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c"'!4--5#%&!(-"!#0!$-!#%0'"$!$1'#"!5'/:-",0!#%$-!-3"!+,08!!L(! 0-2'-%'!0'+")1'0!(-"!%')5!.+#%!"'4#'(;!$1'/!:+%$!$-!0''!+,*'"$#0'"0! :1-!-(('"!%')5!.+#%!"'4#'(8!!>1#0!0''20!-<*#-30;!<3$!4--5!+$!$1'!"'034$0! L!&'$!(-"!$1#0!R3'"/A! ! ! ! ?44!$1"''!-(!$1'0'!+,*'"$#0'"0!,-!#%!(+)$!-(('"!."-,3)$0!$1+$!$"'+$!%')5! .+#%8!!M-:'*'";!%-%'!-(!$1'2!1+0!+!*'"/!)-2.'44#%&!+,;!<')+30'!%-%'! -(!$1'#"!+,0!+)$3+44/!0+/!`%')5!.+#%!"'4#'(8`!
  • 26. 16 LEARN HOW TO WRITE EFFECTIVE AD COPY CLICKABLE GURU’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d',;!'0.')#+44/! </!%-*#)'!0'+")1!2+"5'$'"08! !
  • 27. LEARN HOW TO WRITE EFFECTIVE AD COPY 17! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING How to Do Dynamic Keyword Insertion >-!#%0'"$!+!5'/:-",!#%$-!/-3"!+,;!/-3!)+%!30'!$1'!5'/:-",!*+"#+<4'! h_'/C-",i! +%/:1'"'! :#$1#%! /-3"! +,! $'B$8! ! W-"! 'B+2.4';! #(! L! :'"'! +,*'"$#0#%&! *+"#-30! $/.'0! -(! )+%,#'0;! L! 2#&1$! 1+*'! $1'! (-44-:#%&! 5'/:-",0!+%,!$1'!(-44-:#%&!+,A! #! F-)5!)+%,/! #! 91-)-4+$'!)+%,/! #! S322/!<'+"0! #! 91'""/!)-",#+40! #! 91-)-4+$'!)-*'"',!&322/!<'+"0! ! M'+,4#%'A!h_'/C-",i! Y'0)"#.$#-%!I#%'!^A!Y'4#)#-30!h_'/C-",i! Y'0)"#.$#-%!I#%'!bA!O+,'!</!1+%,!0#%)'!^jk[8! Y#0.4+/!eFIA!:::8I#$$4'D30#'09+%,#'08)-2! ! >1#0!+,!:-34,!+..'+"!,#(('"'%$4/!,'.'%,#%&!-%!:1+$!.'-.4'!0'+")1',! (-"8!!D-;!#(!0-2'-%'!0'+")1',!(-"!)1-)-4+$'!)+%,/;!$1'!+,!:-34,!4--5! 4#5'!$1#0A! ! "#$%$&'()!"'*+,! -)&.%.$/0!"#$%$&'()!"'*+,! 1'+)!2,!#'*+!0.*%)!34567! 88879.((&):/0.)0"'*+.)07%$;! ! N3$!#(!0-2'-%'!0'+")1',!(-"!)1'""/!)-",#+40;!$1'!0+2'!+,!:-34,!4--5! 4#5'!$1#0A! ! "#)<<,!"$<+.'&0! -)&.%.$/0!"#)<<,!"$<+.'&0! 1'+)!2,!#'*+!0.*%)!34567! 88879.((&):/0.)0"'*+.)07%$;!
  • 28. 18 LEARN HOW TO WRITE EFFECTIVE AD COPY CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING >130;!L!:-34,!-%4/!%'',!$-!:"#$'!-%'!0#%&4'!+,!$-!0'"*'!'B$"'2'4/! 0.')#(#)!+,0!(-"!'+)1!-(!$1-0'!5'/:-",08! Default Text e%(-"$3%+$'4/;!#$c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bj!)1+"+)$'"0!4-%&;!:1#)1!2'+%0!$1+$!#$!)+%c$!(#$! #%$-!$1'!+,!1'+,4#%';!+%,!H,'4#)#-30;!)1-)-4+$'!)-*'"',!&322/!<'+"0J! #0![j!)1+"+)$'"0!4-%&;!:1#)1!2'+%0!#$!)+%c$!(#$!#%!$1'!,'0)"#.$#-%!4#%'!^8!! D-;!$1'!+,!)-./!L!."-.-0',!+<-*'!#0!%-$!+,'R3+$'8!!L!%'',!$-!0.')#(/!+! ,'(+34$! $'B$! $-! 01-:! :1'%! 2/! 5'/:-",! #0! $--! 4-%&8! ! W-"! $1#0;! #$c0! 303+44/!&--,!$-!30'!0-2'$1#%&!&'%'"+4!$1+$!#0!+..4#)+<4'!$-!+%/!-(!/-3"! 5'/:-",08!!L%!$1#0!)+0';!`&-3"2'$!)+%,/`!2#&1$!<'!+!&--,!-.$#-%8!!>1'! 0/%$+B! (-"! 5'/:-",! ,'(+34$0! #0! $-! .4+)'! +! )-4-%! 6A7! +($'"! $1'! :-",! `5'/:-",`;!+%,!$1'%!$1'!,'(+34$!$'B$8!!D-;!%-:!2/!+,!:-34,!4--5!4#5'A! ! M'+,4#%'A!h_'/C-",AS-3"2'$!9+%,/i! Y'0)"#.$#-%!I#%'!^A!Y'4#)#-30!h_'/C-",AS-3"2'$!9+%,/i! Y'0)"#.$#-%!I#%'!bA!O+,'!</!1+%,!0#%)'!^jk[8! Y#0.4+/!eFIA!:::8I#$$4'D30#'09+%,#'08)-2! ! >1#0!+,!:#44!0$#44!#%)43,'!$1'!5'/:-",!:1'%!#$!#0!01-"$!'%-3&1;!<3$!#$!:#44! ,#0.4+/!$1'!,'(+34$!$'B$!:1'%!$1'!5'/:-",!#0!$--!4-%&8! Common Mistakes With Keyword Insertion >1'!+,*+%$+&'0!-(!5'/:-",!#%0'"$#-%!+"'!-<*#-30A!/-3"!+,!$'440!30'"0! $1+$!/-3!1+*'!'B+)$4/!:1+$!$1'/c"'!4--5#%&!(-";!+%,!$1+$c0!'B+)$4/!:1+$! $1'/! :+%$',! $-! 0''8! ! M-:'*'";! $1'"'! +"'! 0-2'! )-22-%! 2#0$+5'0;! :1#)1!)+%!<'!."'*'%$',!</!."'*#':#%&!/-3"!5'/:-",@#%0'"$',!+,0!(-"! +44!-(!$1'!5'/:-",0!#%!/-3"!+,!&"-3.08!
  • 29. LEARN HOW TO WRITE EFFECTIVE AD COPY 19! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING >1'! (#"0$! #003'! #0! )+.#$+4#d+$#-%8! G"'*#':!/-3"! +,0! $-!2+5'! 03"'!$1'/! 1+*'!$1'!)+.#$+4#d+$#-%!/-3!:+%$!:1'%!$1'/!+)$3+44/!,#0.4+/8!!D'+")1! '%&#%'0!:#44!+..4/!$1'!)+.#$+4#d+$#-%!-(!/-3"!,'(+34$!$'B$!$-!:1+$'*'"! $'B$!/-3!.3$!#%!$1'"'8!!>1#0!#0!2-0$!-($'%!+!."-<4'2!:#$1!+)"-%/20!-"! -$1'"!:-",0!$1+$!1+*'!3%303+4!)+.#$+4#d+$#-%8! >1'! 0')-%,! #003'! #0! 23)1! 2-"'! 0'"#-308! ! L(! /-3! )"'+$'! +! ,/%+2#)! 5'/:-",! #%0'"$#-%! +,! #%! +%! +,! &"-3.! :#$1! ^ll! 5'/:-",0;! /-3! 1+*'! '((')$#*'4/!P30$!:"#$$'%!^ll!,#(('"'%$!+,08!!D-2'!-(!$1'0'!2+/!%-$!$3"%! -3$! 4--5#%&! 'B+)$4/! +0! /-3! #%$'%,',8! D3..-0'! $1'! )+%,/! +,*'"$#0'"! ,#0)300',!+<-*'!:'"'!$-!#%)43,'!$1'!5'/:-",!H01-.!(-"!)+%,/J!#%!$1'#"! )+2.+#&%8!!>1'/!:-34,!%-$!:+%$!#$!$-!<'!#%!$1'!0+2'!+,!&"-3.!:#$1! ,/%+2#)!5'/:-",!#%0'"$#-%;!-"!$1'/!:-34,!"#05!0'"*#%&!3.!$1'!+:5:+",! +,!)-./!`Y'4#)#-30!D1-.!(-"!9+%,/`!#%!,'0)"#.$#-%!4#%'!^8!!N'4-:!#0!+! (3%%/!'B+2.4'!-(!+%!+,*'"$#0'"!:1-!30',!,/%+2#)!5'/:-",!#%0'"$#-%! <3$!,#,%c$!)-%0#,'"!+44!-(!$1'!,#(('"'%$!5'/:-",0!#%!$1'#"!+,!&"-3.0A! ! D-;! #(! /-3! +"'! &-#%&! $-! 30'! ,/%+2#)! 5'/:-",! #%0'"$#-%! @! +%,! /-3! ."-<+<4/! 01-34,! @! <'! 03"'! /-3! )-%0#,'"! 1-:! /-3"! +,! :#44! 4--5! (-"! EmEFK!5'/:-",!#%!/-3"!+,!&"-3.n! C#$1! +! 4#$$4'! <#$! -(! )+"'! +%,! 5%-:4',&';! /-3! )+%! +..4/! $1#0! *'"/! .-:'"(34! $--4! $-! /-3"! )+2.+#&%0! +%,! &#*'! 0'+")1'"0! 'B+)$4/! :1+$! $1'/c"'!4--5#%&!(-"A!/-38! ! !
  • 30. 20 LEARN HOW TO WRITE EFFECTIVE AD COPY CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
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  • 32. 22 LEARN HOW TO WRITE EFFECTIVE AD COPY CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING M'"'!+"'!+!(':!$#.0!$-!"'2'2<'"!:1'%!:"#$#%&!+,!)-./!:#$1!_'/:-",! L%0'"$#-%A! ! ^8! W#"0$;!2+5'!03"'!$1+$!/-3"!+,!)-./!2+5'0!0'%0'!$-!$1'!*#':'"!g!:#$1!'*'"/! 5'/:-",!#%!/-3"!+,!&"-3.8! ! b8! D')-%,;!'%03"'!$1'!%-2'%)4+$3"'!#0!)-%0#0$'%$!:#$1!$1'!"'0$!-(!/-3"!+,!)-./8! ?"'!/-3!30#%&!2-0$4/!)+.#$+4!:-",0!#%!/-3"!:"#$#%&!0$/4'!-"!+"'!/-3!30#%&!+! 0$+%,+",!0'%$'%)'!0$/4'!:#$1!2-0$4/!4-:'"@)+0'!:-",0U!!K-3!)+%!)-%$"-4!$1'! 0$/4'! -(! $1'! ,/%+2#)+44/! #%0'"$',! +,! )-./! #%! S--&4'! </! 30#%&! $1'! 0/%$+B! H_'/:-",J! 6$-! )+.#$+4#d'! $1'! (#"0$! :-",! -(! $1'! .1"+0'7;! H5'/:-",J! $-! 4-:'")+0'!+44!:-",0! #%!$1'! .1"+0'!+%,!H_'/C-",J!6$-!)+.#$+4#d'!+44!-(!$1'! :-",0!#%!$1'!.1"+0'78!!W-"!"'('"'%)';!$+5'!+!4--5!+$!$1'!(-44-:#%&!'B+2.4'!#%! S--&4'!?,C-",0A! ! h_'/:-",A!e0'!,'(+34$!+,!)-./!1'"'i! ! ! ! h5'/:-",A!e0'!,'(+34$!+,!)-./!1'"'i! ! !
  • 33. LEARN HOW TO WRITE EFFECTIVE AD COPY 23! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING h_'/C-",A!e0'!,'(+34$!+,!)-./!1'"'i! ! ! ! >1'!(#"0$!'B+2.4'!)+.#$+4#d'0!$1'!(#"0$!:-",!#%!$1'!.1"+0'8!>1'!0')-%,! 'B+2.4'!#%0'"$0!+44!4-:'"@)+0'!:-",0!#%!$1'!.1"+0';!:1#)1!#0!-.$#2+4!#(! #%0'"$',!5'/:-",0!-))3"!2#,@0'%$'%)'8!>1'!$1#",!'B+2.4'!30'0!$#$4'@ )+0'!+,!)-./8! ! [8! >1#",;! <'! 2#%,(34! -(! )1+"+)$'"! 4#2#$0! #%! $1'! +,! )-./;! '0.')#+44/! #%! $1'! ,'0)"#.$#-%!(#'4,08!K-3!,-!%-$!:+%$!$-!+))#,'%$4/!30'!+!^l!$-!^!)1+"+)$'"@ 4-%&! ,'0)"#.$#-%! <')+30'! /-3! 30',! _'/:-",! L%0'"$#-%;! +0! #$! :#44! 4--5! #%)-2.4'$'!#%!)-2.+"#0-%!:#$1!$1'!)-2.'$#%&!+,0!$1+$!+"'!4#5'4/!30#%&![l!$-! [!)1+"+)$'"08!Z-$!-%4/!01-34,!/-3!<'!2#%,(34!-(!'B)'',#%&!)1+"+)$'"!4#2#$0;! <3$! <'! 2#%,(34! -(! (+44#%&! 0#&%#(#)+%$4/! 01-"$! -(! $1'! )1+"+)$'"! 4#2#$! +0! :'448! ?&+#%;!2+5'!03"'!/-3"!+,!)-./!%-$!-%4/!2+5'0!0'%0';!<3$!$1+$!#$!,#0.4+/0! +'0$1'$#)+44/8! ! o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
  • 34. 24 LEARN HOW TO WRITE EFFECTIVE AD COPY CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING
  • 35. LEARN HOW TO WRITE EFFECTIVE AD COPY 25! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING How Do I Test My Search-Marketing Ads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`X.$#2#d';`!:1#)1!,#0.4+/0!+,0!2-"'!("'R3'%$4/!#(!$1'/!1+*'! +!1#&1'"!)4#)5$1"-3&1!"+$'!+%,!Q3+4#$/!D)-"'78!?0!:'!2-*'!+4-%&!#%!$1'! ."-)'00!:'=44!$'0$!2-"'!."')#0'!*+"#+$#-%0;!<3$!(-"!%-:;!:'!:+%$!$-!+! *'"/!<+0#)!#,'+!-(!:1+$!,"#*'0!)-%*'"0#-%08! X%)'! /-3! 1+*'! +! 0#&%#(#)+%$! %32<'"! -(! )4#)50! -%! /-3"! +,0;! /-3! :#44! 4#5'4/! 1+*'! $:-! *'"/! ,#(('"'%$! 0'$0! -(! 0$+$#0$#)0! (-"! $1-0'! +,0;! -%! '*'"/$1#%&!("-2!)4#)5$1"-3&1!"+$'0!$-!)4#)50;!)-%*'"0#-%0;!'$)8!!L(!$1'! ,#(('"'%)'!#%!.'"(-"2+%)'!#0%=$!+44!$1+$!0#&%#(#)+%$;!/-3!2+/!:+%$!$-!$"/! 0$+"$#%&!$1'!."-)'00!-*'"A!,'4'$'!$1'!.--"'"!.'"(-"2#%&!-(!$1'!$:-!+,0! +%,! +&+#%! $"/! +! )-2.4'$'4/! ,#(('"'%$! +,8! X%! $1'! -$1'"! 1+%,;! #(! $1'! .'"(-"2+%)'!,#(('"'%)'!<'$:''%!$1'!$:-!+,0!#0!0#&%#(#)+%$;!,'4'$'!$1'! .--"'"! .'"(-"2#%&! +,! +%,! )"'+$'! +! %':! +,! <+0',! -((! -(! $1'! <'$$'"! .'"(-"2'"8!!M-:'*'";!#%0$'+,!-(!$"/#%&!+!)-2.4'$'4/!,#(('"'%$!+,!$1#0! $#2';!P30$!)1+%&'!-%'!$1#%&!$1+$!/-3!:-34,!4#5'!$-!$'0$A!$1'!1'+,4#%'! $'B$;!(-"!#%0$+%)';!-"!+!0#%&4'!:-",!#%!-%'!-(!$1'!,'0)"#.$#-%!(#'4,08!N/! 4#2#$#%&!$1'!%32<'"!-(!)1+%&'0!#%!/-3"!+,0;!/-3!)+%!,'$'"2#%'!'B+)$4/! :1+$!#0!:-"5#%&!+%,!:1+$!#0%=$8! X3"!H9"'+$'!?,!m+"#+$#-%0J!$--4!#%0#,'!$1'!94#)5+<4'!0-43$#-%!1'4.0!/-3! ,-!$1#0!</!&'%'"+$#%&!3.!$-!p!+,0!30#%&!,#(('"'%$!-.$#-%0!$1+$!/-3!&#*'! 30! (-"! 1'+,4#%'! +%,! ,'0)"#.$#-%! (#'4,08! D#2.4/! '%$'"! -%'! -"! $:-! 1'+,4#%'0;!+%,!3.!$-!$:-!*+"#+$#-%0!(-"!'+)1!,'0)"#.$#-%!(#'4,!6+0!:'44! +0! /-3"! ,#0.4+/! +%,! ,'0$#%+$#-%! eFI07! +%,! $1'! $--4! :#44! &'%'"+$'! +0! 2+%/!+0!'#&1$!*+"#+$#-%0!-%!/-3"!+,;!30#%&!$1'!(#'4,0!/-3!1+*'!'%$'"',8!! C'!."-*#,'!$1'!<'0$!.'"(-"2#%&!+,!#%!/-3"!+,!&"-3.!(-"!"'('"'%)'!+0!+! 0$+"$#%&! .-#%$8! 6>1'! H9"'+$'! ?,! m+"#+$#-%0J! $--4! #0! +*+#4+<4'! #%! $1'! HO+%+&'!?,!S"-3.J!0')$#-%!-(!$1'!HO+%+&'J!$+<!:1'%!4-&&',!#%!$-! $1'! ."-,3)$8! K-3! )+%! +40-! (#%,! 2-"'! #%(-"2+$#-%! +<-3$! #$! #%! $1'! HG"-,3)$!S3#,'J!0')$#-%!-(!94#)5+<4'!e%#*'"0#$/78! !!
  • 36. 26 LEARN HOW TO WRITE EFFECTIVE AD COPY CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING >1'! ."-)'00! -(! #2."-*#%&! +,0! 01-34,! <'! +! 0)#'%)';! %-$! +! &3'00#%&! &+2'8! N/! 2+5#%&! 03"'! /-3! +"'! 0/0$'2+$#)+44/! '4#2#%+$#%&! '4'2'%$0! $1+$! ,')"'+0'! $1'! .'"(-"2+%)'! -(! /-3"! +,;! /-3! )+%! 5%-:! :1+$! #0! )+30#%&!/-3"!03))'008!
  • 37. 27! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING ! ! ! ! ! ! ! ! ! ! ! ! ! LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS ! ! '/:-",! 2+%+&'2'%$! #0! -%'! -(! $1'! 2-0$! )-2.4'B! +0.')$0! -(! 0'+")1@2+"5'$#%&8! ! K-3! 1+*'! $-! 0'4')$! 5'/:-",0;! 0'$! 2+$)1! $/.'0;! +%,! +40-! <'! 03"'! %-$! $-! %'&4')$! 0.')#+4! )+0'0! 4#5'! %'&+$#*'! 5'/:-",0! +%,! 2#00.'44#%&08! ! ?44! -(! $1#0! )+%! <'! R3#$'! -*'":1'42#%&;!0-!:'=*'!,'*'4-.',!+!0'"#'0!-(!<'0$!."+)$#)'0!$3$-"#+40! +%,!S3"3!.-0$0!$-!:+45!/-3!$1"-3&1!$1'!."-)'00!+0!0/0$'2+$#)+44/!g! +%,! +0! .+#%4'004/! g! +0! .-00#<4'8 K
  • 38. LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 28!
  • 39. LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS!!!!!!!!!!!!!!!! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 29! Understanding Match Types ! X,,!+0!#$!0-3%,0;!$1'!(#"0$!$1#%&!:'c"'!&-#%&!$-!"'*#':!#%!$1#0!$3$-"#+4! -%!`)1--0#%&!5'/:-",0`!#0!$1'!)-%)'.$!-(!5'/:-",!`2+$)1!$/.'0J8!W-"! +!4-$!-(!%':)-2'"0!$-!0'+")1@2+"5'$#%&;!0'$$#%&!2+$)1!$/.'0!#0!+4:+/0! 0-2'$1#%&! $-!)-%0#,'"! +($'"! )1--0#%&! 5'/:-",0;! +%,;! 1+*#%&! )1-0'%! /-3"! 5'/:-",0;! $"/#%&! $-! 0'$! $1'! 2+$)1! $/.'0! -%'@</@-%'! #0! -($'%! 'B$"'2'4/!-*'":1'42#%&8!>1'!$"#)5!#0!$-!$1#%5!-(!2+$)1#%&!-.$#-%0!+0! $1'/!+..4/!$-!/-3"!'%$#"'!+,!&"-3.;!+%,!$-!$1#%5!-(!$1'2!+0!+!$--4!(-"! 0'4')$#%&! 5'/:-",0!@! .'"1+.0! $1'! 2-0$! #2.-"$+%$! -%'!@! "+$1'"! $1+%! 0-2'$1#%&!$-!+..4/!$-!/-3"!5'/:-",0!+($'"!2+5#%&!/-3"!0'4')$#-%8! ! >1'"'! +"'! $1"''! 2+$)1#%&! -.$#-%0A! `<"-+,J;! `.1"+0'`! +%,! `'B+)$J8! 6>1'"'c0!+!(-3"$1!#(!/-3!#%)43,'!`%'&+$#*'J;!:1#)1!:'c44!&'$!$-!#%!$1'! %'B$!.+"$!-(!$1#0!0'"#'0!-(!$3$-"#+4078!M'"'!#0!1-:!'+)1!-(!$1'!-.$#-%0! :-"50A! Match Type Basics: Exact Match >1'!'+0#'0$!2+$)1!$/.'!$-!3%,'"0$+%,!#0!EB+)$!O+$)1;!<')+30'!#$c0!$1'! 2-0$! 4#2#$',8! D#2.4/! .3$;! /-3"! `'B+)$`!2+$)1! 5'/:-",0! :#44! -%4/! <'! $"#&&'"',!:1'%!30'"0!0'+")1!(-"!'B+)$4/!$1+$!.1"+0'8! W-"!#%0$+%)';!#(!/-3"!EB+)$!O+$)1!5'/:-",!#0!`<+)5.+)50J;!/-3"!+,0!:#44! -%4/! <'! $"#&&'"',! :1'%! .'-.4'! 0'+")1! (-"! 'B+)$4/! $1'! $'"2! `<+)5.+)50`;!+%,!%-$!`"',!<+)5.+)50`!-"!`<+)5.+)5`!#%!$1'!0#%&34+"8! >1#0!+40-!:-"50!(-"!234$#@:-",!5'/:-",!.1"+0'0A!#(!/-3"!EB+)$!O+$)1! 5'/:-",!.1"+0'!#0!`.3".4'!01-'0J;!$1'%!/-3"!+,0!:#44!-%4/!<'!$"#&&'"',! </! $1+$! 0'+")1! .1"+0';! +%,! %-:! `.3".4'! $'%%#0! 01-'0`! -"! `"',! +%,! .3".4'!01-'0`8! >-!0'$!+!5'/:-",!+0!+%!EB+)$!O+$)1;!.3$!#$!#%$-!0R3+"'!<"+)5'$0;!+0!#%! q<+)5.+)5r!-"!q.3".4'!01-'0r8! Phrase Match D4#&1$4/! 4'00! 4#2#$',! $1+%! EB+)$! O+$)1! #0! G1"+0'! O+$)18! C#$1! G1"+0'! O+$)1;! /-3"! +,0! :#44! <'! $"#&&'"',! </! +%/! R3'"#'0! $1+$! #%)43,'! /-3"! 5'/:-",!-"!5'/:-",!.1"+0'8!
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  • 41. LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS!!!!!!!!!!!!!!!! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 31! Guru Tip: When Should I Use Phrase Match? ?.%J144.%J+42+6%B0+<+4133.%C&5*$2%L$9*$;'$0%FF6%FEEG% ! X3"!N'0$!G"+)$#)'0!$3$-"#+40!#%)43,'!+!,'$+#4',!,#0)300#-%!-(!5'/:-",! 2+$)1#%&! -.$#-%0;! <3$! #$! :-34,%c$! 13"$! $-! "'*#':! $1'! <+0#)0! <'(-"'! $3"%#%&!$-!+!,#0)300#-%!-(!$1'!`G1"+0'!O+$)1`!-.$#-%8! >1'"'!+"'!$1"''!5'/:-",!2+$)1!$/.'0A!`<"-+,`;!`.1"+0'`;!+%,!`'B+)$`8! ! #! 27*(?!-(9'%J!L(!/-3!0'$!/-3"!5'/:-",0!$-!`N"-+,!O+$)1`;!/-3"!+,0!:#44!<'! $"#&&'"',!</!0'+")1'0!$1+$!#%)43,'!/-3"!5'/:-",0;!0/%-%/20;!0#%&34+"!+%,! .43"+4!(-"20!-(!/-3"!5'/:-",0;!+%,!-$1'"!*+"#+%$0!-(!/-3"!5'/:-",08! ! #! K%7(,.!-(9'%J!D4#&1$4/!2-"'!$+"&'$',!$1+%!`N"-+,!O+$)1`8!L(!/-3!0'$!/-3"! 5'/:-",0! $-! `G1"+0'! O+$)1`;! /-3"! +,0! :#44! <'! $"#&&'"',! </! 0'+")1'0! $1+$! #%)43,'!/-3"!5'/:-",0!#%!$1'!0+2'!-",'"!#%!$1'!0'+")1!.1"+0'8!6D-!#(!/-3c"'! <#,,#%&!-%!`"3%%#%&!01-'0`;!`<"-:%!"3%%#%&!01-'0`!:-34,!:-"5;!<3$!`01-'0! (-"!"3%%#%&`!:-34,%c$78! ! #! L/('9! -(9'%J! >1#0! #0! $1'! 2-0$! ."')#0'! (-"2! -(! $+"&'$#%&8! L(! /-3! 0'$! /-3"! 5'/:-",! $-! `EB+)$! O+$)1`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
  • 42. LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS! CLICKABLE GURU’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a&''0'J;!H+432%30a+432%#J;!H)"#$'"#-%a)"#$'"#+J! -"!H:-2+%a:-2'%J8!K-3=44!0$#44!%'',!$-!+,,!$1-0'!#%,#*#,3+44/8! C#$1!G1"+0'!O+$)1;!/-3=44!)+$)1!$1'!<+0#)!*+"#+%$0;!<3$!/-3!:-%=$!%'',! $-!:-""/!+<-3$!"'+44/!'B$'%,',!2+$)1'08!N'$$'"!/'$;!G1"+0'!O+$)1!#0! $1'!94#)5+<4'!,'(+34$8!
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  • 49. LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS!!!!!!!!!!!!!!!! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 39! Bidding On Your Brand Name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t!:#44!&3#,'!/-3!$1"-3&1!$1'! ."-)'008!C1'%!/-3!0''!$1+$!"')-22'%,+$#-%!+..'+"!(-"!-%'!-(!/-3"! +))-3%$0;!$1'"'!+"'!$:-!2+P-"!<'%'(#$0!$1+$!/-3!01-34,!5''.!#%!2#%,8! It’s Cheap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  • 53. LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS!!!!!!!!!!!!!!!! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 43! The Importance of Tracking Bounce Rates ?.%"&4.%L&0+)6%B0+<+4133.%C&5*$2%T14/10.%FU6%FEEI% ! ?0!+!G+/@G'"@94#)5!6GG97!+,*'"$#0'";!/-3!+"'!.+/#%&!(-"!'+)1!+%,!'*'"/! )4#)5! &'%'"+$',! *#+! /-3"! ?,C-",0;! K+1--! D'+")1! O+"5'$#%&! +%,! +,9'%$'"!)+2.+#&%08!L(!+!30'"!)4#)50!-%!/-3"!+,;!+""#*'0!+$!/-3"!4+%,#%&! .+&'!+%,!#22',#+$'4/!H<-3%)'0J!+:+/!$-!+%-$1'"!0#$'!@!"+$1'"!$1+%! ,'4*#%&!,''.'"!#%$-!/-3"!0#$'!+%,!'*'%$3+44/!)-%*'"$#%&!@!/-3="'!.+/#%&! (-"!+!)4#)5!$1+$!)-0$0!/-3!2-%'/!:#$1!4#$$4'@!$-@%-!"'$3"%8! There Are Several Factors That Facilitate a High Bounce Rate: ^8! >1'!5'/:-",0!/-3!1+*'!0'4')$',!+"'!%-$!"'4'*+%$!$-!$1'!$-.#)0!."'0'%$',!-%! /-3"!4+%,#%&!.+&'8! b8! K-3"!4+%,#%&!.+&'!#0!%-$!#%$3#$#*'!-"!@!:-"0'!/'$!@!.--"4/!,'0#&%',8! [8! K-3!2+/!<'!$1'!*#)$#2!-(!)4#)5!("+3,8! What Is An Acceptable Bounce Rate? L$!#0!#2.-00#<4'!$-!+00#&%!+!,#"')$!*+43'!(-"!+%!+))'.$+<4'!<-3%)'@"+$'8! e4$#2+$'4/;!#$!,'.'%,0!-%!/-3"!0#$'c0!&-+4!+%,!/-3"!*'"$#)+4!6$1'!$/.'!-(! ."-,3)$! -"! 0'"*#)'! /-3! +"'! ."-2-$#%&78! Z-%'$1'4'00;! +%+4/$#)0! &3"30! 03&&'0$! $1+$! +! <-3%)'! "+$'! -(! -*'"! lf! #0! :-""#0-2'! +%,! :+""+%$0! #22',#+$'!+$$'%$#-%8!! What Can I Do To Minimize Bounces? ?0!,#0)300',!'+"4#'";!$1'!2+#%!)+30'0!(-"!1#&1!<-3%)'!"+$'0!+"'!<#,,#%&! -%!$1'!:"-%&!5'/:-",0!+%,a-"!,#0.4+/#%&!$1'!:"-%&!)-%$'%$!-%!/-3"! 4+%,#%&!.+&'8!L%!<-$1!)+0'0!$1'"'!#0!+!,#0)"'.+%)/!<'$:''%!$1'!30'"=0! #%$'%$#-%!+%,!$1'!#%(-"2+$#-%!/-3!+"'!."'0'%$#%&!$-!$1'2!:1'%!$1'/! )4#)5!-%!/-3"!+,8! How Do I Determine My Bounce Rates? >-!0$+"$!"3%!+!5'/:-",!"'.-"$!#%!+%/!$1#",!.+"$/!+%+4/$#)0!$--4!6S--&4'! ?%+4/$#)0!#0!+!&"'+$!("''!0-43$#-%78!D-"$!/-3"!5'/:-",0!#%!,'0)'%,#%&! -",'"! </! $1'! HN-3%)'! F+$'J! -"! HN-3%)'! f8J! >1#0! :#44! +44-:! /-3! $-! R3#)54/!#,'%$#(/!$1'!5'/:-",0!$1+$!+"'!,"#*#%&!*#0#$-"0!+:+/!("-2!/-3"! 0#$'!3.-%!*#0#$8! ! L$!#0!#2.-"$+%$!$-!%-$'!$1+$!/-3!01-34,!%-$!$+5'!+)$#-%!-%!5'/:-",0! $1+$! 1+*'! &'%'"+$',! -%4/! +! (':! )4#)508! L%0$'+,;! (-)30! -%! $1-0'! $1+$!
  • 54. LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS! CLICKABLE GURU’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n!M-:! $-!W#%,!$1'!F#&1$!Z'&+$#*'!_'/:-",0!(-"!K-3"!9+2.+#&%08J7!L(!/-3!1+*'! +))'00! $-! 0'+")1! R3'"/! "'.-"$#%&! -"! $"+((#)! 4-&0;! $1#0! :#44! %-$! <'! +! )1+44'%&#%&!$+058!L(!/-3!,-!%-$!1+*'!+,*+%)',!0'+")1!R3'"/!"'.-"$#%&;! "'('"'%)'!:::80'2*#"-%2'%$8)-2!0#$'!(-"!+,,#$#-%+4!#%(-"2+$#-%8! Summary L%!-",'"!$-!2#$#&+$'!$1'!"#050!+00-)#+$',!:#$1!1#&1!<-3%)'!"+$'0;!/-3! 230$!#,'%$#(/!:1#)1!5'/:-",0!+"'!,"#*#%&!$1'!."-<4'2!+%,!#%)43,'!$1'! "'4'*+%$!%'&+$#*'!5'/:-",08!I+0$4/;!"'*#0#$!/-3"!4+%,#%&!.+&'0!+%,!$"/! $-!#,'%$#(/!-"!)"'+$'!%':!+%,!2-"'!'%&+&#%&!4+%,#%&!.+&'08!L(!/-3"!+,! &"-3.! #0! (-)30',! -%! `&"''%! :#,&'$0`;! )1--0'! +! 4+%,#%&! .+&'! $1+$! )4'+"4/!"'."'0'%$0!`&"''%!:#,&'$0`8!N3$!"'2'2<'"A!+,,#%&!)-2.4'B#$/! +%,!+,,#$#-%+4!)-%$'%$!,-'0!%-$!+4:+/0!2'+%!/-3!:#44!1+*'!+!2-"'! '((')$#*'!4+%,#%&!.+&'8!?42-0$!+4:+/0;!)4+"#$/!+%,!0#2.4#)#$/!:#%!-3$A! 5''.!/-3"!4+%,#%&!.+&'0!)4'+"!+%,!$-!$1'!.-#%$8! L(!+($'"!0'*'"+4!:''50!/-3!,-!%-$!0''!+!,')"'+0'!#%!/-3"!<-3%)'!"+$'0;! /-3!2+/!:+%$!$-!)-%0#,'"!+%+4/d#%&!/-3"!+))-3%$!:#$1!+!)4#)5!("+3,! 2-%#$-"#%&! 0'"*#)'! 4#5'! 94#)5W-"'%0#)08! L(! +! )4#)5! #0! &'%'"+$',! :#$1! 2+4#)#-30!#%$'%$;!5'/:-",!+%,!4+%,#%&!.+&'!"'4'*+%)/!:#44!,-!4#$$4'!$-! ."'*'%$!+!`<-3%)'`!("-2!-))3""#%&8! N/!"',3)#%&!/-3"!<-3%)'!"+$'0;!/-3!:#44!'((')$#*'4/!0''!+!,')"'+0'!#%! :+0$'(34!)-0$0!+%,!+%!#%)"'+0'!#%!"'4'*+%$!$"+((#)!)-2#%&!$-!/-3"!0#$'8!
  • 55. LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS!!!!!!!!!!!!!!!! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 45! Taking Advantage of Negative Keywords ! D'+")1! 2+"5'$#%&! 'B.'"$0! :#44! +42-0$! %'*'"! 2#00! +%! -..-"$3%#$/! $-! 1#&14#&1$! $1'! #2.-"$+%)'! -(! %'&+$#*'! 5'/:-",0! $-! /-3"! )+2.+#&%c0! 03))'008! ?0! G'""/! O+"01+44! .3$0! #$! #%! 1#0! Y'(#%#$#*'! S3#,'! $-! S--&4'! ?,C-",0;!`L%!0-2'!)+0'0!/-3!)+%!,-3<4'!/-3"!)4#)5$1"-3&1!"+$'!P30$! </!+,,#%&!#%!$1'!"#&1$!%'&+$#*'!5'/:-",08`!C'!)+%c$!."-2#0'!"'034$0! R3#$'!$1+$!,"+2+$#);!<3$!%'&+$#*'!5'/:-",0!+"'!0$#44!+!)"3)#+4;!+%,!-($'%! -*'"4--5',;!$--4!(-"!#2."-*#%&!)+2.+#&%!.'"(-"2+%)'8! Negative Keywords Basics N+0#)0! (#"0$A!:1+$! +"'! %'&+$#*'! 5'/:-",0U! C1'%! /-3! +,,! +! %'&+$#*'! 5'/:-",! $-! /-3"! 4#0$;! /-3"! +,0! :#44! %-$! <'! ,#0.4+/',! :1'%! +! 30'"c0! R3'"/!#%)43,'0!$1+$!$'"28!?44!/-3!1+*'!$-!,-!#0!.3$!+!2#%30!0#&%!6`@`7! <'(-"'!+!5'/:-",;!6+0!#%!@("'';!@(-"'#&%!-"!@"'0#,'%$#+47;!+%,!#$!:#44!<'! $"'+$',!+0!+!%'&+$#*'!5'/:-",8! >-!$+5'!$1'!0#2.4'0$!'B+2.4'!.-00#<4';!4'$c0!#2+&#%'!+%!+,!&"-3.!:#$1! $:-!5'/:-",0A! 230#)!qN"-+,!O+$)1r! @("''!q%'&+$#*'r! N')+30'!$1'!5'/:-",!`230#)`!#0!N"-+,!O+$)1;!$1#0!+,!&"-3.c0!+,0!:#44! <'! $"#&&'"',! (-"! +%/! %32<'"! -(! R3'"#'0;! #%)43,#%&! `230#)`;! `%':! 230#)`;!`0-34!230#)`!-"!`<3/!230#)!-%4#%'`8!M-:'*'";!<')+30'!-(!$1'! %'&+$#*'!5'/:-",;!R3'"#'0!$1+$!#%)43,'!$1'!:-"4,!`("''`!@!03)1!+0!`("''! 230#)`!-"!`("''!230#)!-%4#%'`!@!:-%c$!$"#&&'"!$1#0!+,!&"-3.c0!+,08! Choosing Your First Negative Keywords D-!1-:!,-!/-3!0'4')$!%'&+$#*'!5'/:-",0U! >1'! (#"0$! 0$'.! #0! $1'! 0+2'! +0! $1+$! #%! 0'4')$#%&! /-3"!-$1'"! 5'/:-",0A! 30#%&!+!$--4!4#5'!K+1--n!D'+")1!O+"5'$#%&!-"!S--&4'c0!_'/:-",!>--48! ?0!+4:+/0;!$1-3&1;!$1'!4#0$0!-(!5'/:-",0!$1+$!$1'0'!$--40!&'%'"+$'!)+%! <'! -*'":1'42#%&]! #$! 1'4.0! $-! 5''.! +! )-3.4'! -(! $#.0! #%! 2#%,! :1'%! 4--5#%&!$1"-3&1!$1'2!(-"!%'&+$#*'!5'/:-",08! >1'"'!+"'!$:-!$1#%&0!#%!.+"$#)34+"!$1+$!:'!:+%$!$-!4--5!(-"A! ^8! G"-,3)$0!+%,!0'"*#)'0!/-3!,-%c$!-(('"! b8! G1"+0'0!$1+$!03&&'0$!+%!#""'4'*+%$!,'(#%#$#-%!-(!/-3"!5'/:-",0! I'$c0! 0''! $1'0'! $#.0! #%! ."+)$#)'A! :'c44! 30'! S--&4'c0! _'/:-",! >--4! $-! &'%'"+$'! *+"#+$#-%0! -%! $1'! 5'/:-",! `.#)54'`! (-"! ?9OE! G#)54'0;! +!
  • 56. LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 46! )-2.+%/! $1+$! 0'440! .#)54',! )3)32<'"0;! 6+40-! 5%-:%;! -(! )-3"0';! +0! `.#)54'0;`!<3$!:'c44!0''!#%!+!2-2'%$!:1/!."')#0#-%!1'"'!#0!#2.-"$+%$78! M'"'c0!$1'!<'&#%%#%&!-(!S--&4'c0!4#0$A! Products and Services You Don’t Offer I'$c0! <'&#%! :#$1! $1'! (#"0$! $#.A!=**I&0)! :*7! <7*?;'9,! (0?! ,.7@&'.,!B*;! ?*0Y9!*::.7#! >-!5''.!$1#%&0!0#2.4';!:'c44!."'$'%,!$1+$!?9OE!G#)54'0!-%4/!0'440!H,#44J! .#)54'0;!+%,!%-$!+%/!-$1'"!5#%,;!4#5'!H<"'+,!+%,!<3$$'"J!-"!H0:''$J8! >1'"'(-"';!$1'/!01-34,!+,,!`@<"'+,!+%,!<3$$'"`!+%,!`@0:''$`!$-!$1'#"! 4#0$!-(!%'&+$#*'!5'/:-",0;!<')+30'!$1'/!,-%c$!:+%$!0'+")1'0!(-"!$1-0'! *+"#'$#'0! $-! $"#&&'"! $1'#"! +,08! D$#)5#%&! :#$1! -3"! "'4+$#*'4/! 'B$"'2'! 'B+2.4';!$1'!2+%+&'"!-(!$1#0!+,!&"-3.!01-34,!+40-!<4-)5!-3$!+%/!-$1'"! *+"#'$#'0!+%,!."'.+"+$#-%0!$1+$!?9OE!,-'0%c$!-(('";!#%)43,#%&!`@("#',`! -"!`@M'#%d8`! M-:'*'";! /-3! 01-34,%c$! <'! -*'"4/! '%$130#+0$#)! +<-3$! $1#0! +.."-+)1! "#&1$! ("-2! $1'! <'&#%%#%&8! T30$! <')+30'! ?9OE! ,-'0%c$! ."-*#,'! .#)54'! "')#.'0;! (-"! #%0$+%)';! $1'/! 01-34,%c$! %')'00+"#4/! +,,! `@"')#.'`! +0! +! %'&+$#*'!5'/:-",8!6?($'"!+44;!.'-.4'!0'+")1#%&!(-"!.#)54'!"')#.'0!2+/! <'!#%$#2#,+$',!</!:1+$!$1'/!(#%,!+%,!,')#,'!$-!P30$!<3/!+!P+"78!X%)'! /-3"!N"-+,!O+$)1!5'/:-",0!1+*'!"3%!(-"!+!01-"$!.'"#-,!-(!$#2';!/-3c44! <'!+<4'!$-!"'*#':!:1#)1!R3'"#'0!$"#&&'"',!/-3"!+,0;!+%,!:1'$1'"!-"! %-$!$1'/!4',!$-!)-%*'"0#-%08!?9OE!2+/!(#%,!$1+$!`.#)54'!"')#.'`!:+0! +)$3+44/!+!*+43+<4'!R3'"/!(-"!$1'28!
  • 57. LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS!!!!!!!!!!!!!!!! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 47! F'2-*'!."-,3)$0!+%,!0'"*#)'0!/-3!,-%c$!1+*';!<3$!,-%c$!,')#,'!$--!(+"! #%!+,*+%)'!:1#)1!$+%&'%$#+4!0'+")1'0!:#44!,"#*'!)-%*'"0#-%0!+%,!:1#)1! :-%c$8!K-3!)-34,!<'!03"."#0',8! ! ! Irrelevant Definitions ?($'"! "'2-*#%&! $1#0! 0'$! -(! 5'/:-",0;! #$c0! $#2'! $-! 4--5! (-"! #""'4'*+%$! ,'(#%#$#-%0!-(!/-3"!5'/:-",08! `G#)54',!)3)32<'"`!#0%c$!$1'!-%4/!:+/!$1+$!$1'!:-",!`.#)54'`!#0!30',8! ?0!/-3!)+%!0''!+$!$1'!<-$$-2!-(!$1'!4#0$!+<-*';!+%-$1'"!(+#"4/!)-22-%! 0'+")1!#0!(-"!`.#)54'!<+448`!?)$3+44/!0.'44',!`G#)54'<+44;`!#$c0!&+2'!.4+/',! :#$1!:--,'%!.+,,4'0!-%!+!bl!($!</!oo!($!)-3"$8!94'+"4/;!$1#0!1+0!%-$1#%&! $-!,-!:#$1!?9OEc0!-(('"#%&;!0-!$1'/!01-34,!"'2-*'!$1'!$'"2!</!+,,#%&! `@<+44`!+%,!`@G#)54'<+44`!$-!$1'#"!%'&+$#*'!5'/:-",!4#0$08! Advanced Techniques L(! /-3! 5''.! $1'0'! $:-! $#.0! #%! 2#%,;! /-3c44! 1+*'! +! 23)1! '+0#'"! $#2'! )-2<#%&! $1"-3&1! 5'/:-",! 03&&'0$#-%0! (-"! :-",0! $1+$! /-3! :+%$! $-! :'',!-3$8!>1'"'!+"'!2-"'!+,*+%)',!+.."-+)1'0!/-3!)+%!$+5'!+0!:'44;! #%)43,#%&!+%!+%+4/0#0!-(!D'+")1!E%&#%'!F'034$0!G+&'0!6DEFG07!(-"!/-3"! 5'/:-",0!+%,!+!4--5!+$!)-2.'$#$#*'!+,0!$1+$!2+/!<'!$"#&&'"',!-%!$1'! <+0#0!-(!#""'4'*+%$!5'/:-",08!!
  • 58. LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 48! W-"! +,,#$#-%+4! $')1%#R3'0;! 0''! -3"! S3"3! .-0$0! +%,! *#0#$! C'<2+0$'"! C-"4,!(-"320!6$1'!$-.#)!#0!$#$4',!HW#%,#%&!+%,!L2.4'2'%$#%&!Z'&+$#*'! _'/:-",0J8! !
  • 59. LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS!!!!!!!!!!!!!!!! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 49! Guru Tip: Stop Wasting Money! How to Find the Right Negative Keywords for Your Campaigns ?.%"&4.%L&0+)6%B0+<+4133.%C&5*$2%Q&,$;'$0%RE6%FEEG% ! L(!/-3"!0'+")1@2+"5'$#%&!)+2.+#&%!)-%$+#%0!<"-+,!-"!G1"+0'!O+$)1',! $'"20! /-3! 2+/! <'! :+0$#%&! +! 0#&%#(#)+%$! .-"$#-%! -(! /-3"! <3,&'$! -%! #""'4'*+%$! )4#)508! O-0$! .+/@.'"@)4#)5! +,*'"$#0'"0! (-)30! +! 2+P-"#$/! -(! $1'#"!$#2'!<3#4,#%&!5'/:-",!4#0$0!<3$!(+#4!$-!"')-&%#d'!$1'!#2.-"$+%)'! -(!%'&+$#*'!5'/:-",08! L%! +,,#$#-%! $-! 2#$#&+$#%&! (#%+%)#+4! "#05;! +! )-2."'1'%0#*'! %'&+$#*'! 5'/:-",!4#0$!)"'+$'0!+!0#$3+$#-%!:1'"'!/-3"!+,0!+"'!01-:%!(-"!2-"'! "'4'*+%$! 0'+")1'08! ?0! +! "'034$! /-3! )+%! 'B.')$! $-! 0''! +%! #%)"'+0'! #%! )4#)5$1"-3&1! "+$'! 69>F7! @! +%! #2.-"$+%$! (+)$-"! #%! Q3+4#$/! D)-"'! )+4)34+$#-%8! So How Do You Find Negative Keywords? D'*'"+4! 2'$1-,0! )+%! <'! 30',! $-! #,'%$#(/! %'&+$#*'! 5'/:-",08! L! :#44! (-)30! -%! (-3"A! 5'/:-",! "'0'+")1! $--40;! 0'+")1! R3'"/! .'"(-"2+%)'! "'.-"$0;!$1#",!.+"$/!+%+4/$#)0!+%,!)-2.'$#$#*'!#%$'44#&'%)'!$--408!E+)1! 2'$1-,!-(('"0!+!3%#R3'!.'"0.')$#*'!-%!"'0'+")1#%&!%'&+$#*'!5'/:-",0! +%,!+44!01-34,!<'!)-%0#,'"',8! Keyword Research Tools _'/:-",!"'0'+")1!$--40!03)1!+0!S--&4'c0!5'/:-",!$--4;!C-",!>"+)5'"! +%,!_'/:-",!Y#0)-*'"/!+"'!$/.#)+44/!$1'!(#"0$!.4+)'!+,*'"$#0'"0!4--5!(-"! %'&+$#*'!5'/:-",!1'4.8! >1'0'!$--40!+"'!+!&"'+$!"'0-3")'!(-"!$:-!2+#%!"'+0-%0A! ^8! >1'/!4'*'"+&'!*+0$!5'/:-",!,+$+<+0'0!+%,!"'$3"%!+!1#&1!%32<'"!-(!R3'"#'08! b8! >1'/!."-*#,'!$"+((#)!4'*'40!(-"!'+)1!5'/:-",!.1"+0'8! ! C1'%! #,'%$#(/#%&! %'&+$#*'! 5'/:-",0! #$! #0! #2.-"$+%$! $-! 0$+"$! :#$1! +! <"-+,!0'+")1!$'"2!4#5'!H01-'0J!@!)-44')$!%'&+$#*'0!+%,!"'(#%'!+))-",#%&! $-!/-3"!."-,3)$0a0'"*#)'08! L$=0!+40-!#2.-"$+%$!$-!.+/!+$$'%$#-%!$-!$1'!$"+((#)!4'*'40!@!5'/:-",0!:#$1! 1#&1!0'+")1!,'2+%,!)+%!1+*'!$1'!1#&1'0$!#2.+)$!-%!/-3"!)+2.+#&%08! >1#0!:-"50!#%!<-$1!,#"')$#-%0;!#(!+!5'/:-",!#0!#""'4'*+%$!<3$!1+0!+!1#&1! 0'+")1!,'2+%,!$1'!+00-)#+$',!"#05!#0!1#&1!+%,!*#)'!*'"0+8! >-!2#%'!5'/:-",0!0#2.4/!'%$'"!/-3"!5'/:-",0;!+%,!%-$'!"'034$0!$1+$! 0''2!#""'4'*+%$!-"!)-3%$'"@#%$3#$#*'!$-!/-3"!<30#%'00!&-+408!?,,!$1'0'! 5'/:-",0!+0!%'&+$#*'0!$-!/-3"!)+2.+#&%8!
  • 60. LEARN HOW TO MANAGE YOUR KEYWORDS AND PLACEMENTS! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 50! Search Query Performance Report X%)'!/-3"!+))-3%$!1+0!<''%!+)$#*'!(-"!0'*'"+4!,+/0;!$1'!D'+")1!Q3'"/! G'"(-"2+%)'! F'.-"$! <')-2'0! $1'! 2-0$! "'4'*+%$! "'0-3")'! (-"! #,'%$#(/#%&!%'&+$#*'!5'/:-",08!>1'!.3".-0'!-(!$1#0!"'.-"$!#0!$-!#,'%$#(/! +)$3+4!0'+")1!R3'"#'0!$1+$!1+*'!$"#&&'"',!+!)4#)5$1"-3&1!<+0',!-%!/-3"! 5'/:-",!0'$8! >1#0!"'.-"$!#0!%-$!(--4."--(;!+%,!0'+")1@2+"5'$'"0!1+*'!-<0'"*',!$1+$! 0-2'!-(!$1'!2-0$!30'(34!#%(-"2+$#-%!#0!%-$!"'."'0'%$',!#%!+!30'+<4'! (-"2+$!-($'%!4+<'4',!`-$1'"!3%#R3'!R3'"#'0`8!Z-%'$1'4'00;!$1'!0'+")1! R3'"/! .'"(-"2+%)'! "'.-"$! #0! *+43+<4'! +%,! 01-34,! <'! +%+4/d',! '*'"/! (':!:''50!(-"!%':!%'&+$#*'!5'/:-",08! Your Analytics Tool L(! /-3! +"'! %-$! 30#%&! +! $1#",@.+"$/! :'<! +%+4/$#)0! $--4! $-! $"+)5! /-3"! $"+((#)!0-3")'0!@!#%0$+44!-%'!+0!0--%!+0!.-00#<4'8!S--&4'!?%+4/$#)0!#0!+! "-<30$! :'<! +%+4/$#)0! $--4! +%,! <'0$! -(! +44! #$=0! ("''8! L%! +,,#$#-%! $-! ."-*#,#%&!#%0#&1$!#%$-!-"&+%#);!.+#,!+%,!,#"')$!$"+((#)!0-3")'0!g!$1#",@ .+"$/!+%+4/$#)0!$--40!."-*#,'!*#0#<#4#$/!#%$-!5'/:-",@4'*'4!,+$+8!>1'0'! "'.-"$0! )+%! 1'4.! /-3! #,'%$#(/! %'&+$#*'! 5'/:-",0! (-"! /-3"! ?,C-",0! )+2.+#&%08! L%! -",'"!$-! +))'00! ,''.! 5'/:-",@4'*'4! ,+$+;! #$! #0!-($'%! %')'00+"/! $-! #%#$#+$'! $"+)5#%&! $1"-3&1! +,*+%)',! ."-(#4'0! +%,a-"! "'.-"$08! O-"'! #%(-"2+$#-%!-%!)"'+$#%&!+,*+%)',!."-(#4'0!#%!S--&4'!?%+4/$#)0!)+%!<'! (-3%,!-%!:::80'2*#"-%2'%$8)-28! Competitive Intelligence Tools >--40! 03)1! +0! _'/! 9-2.'$';! 9-2.'$';! +%,! L0.#-+&'! ."-*#,'! #%0#&1$! #%$-!/-3"!)-2.'$#$-"0c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  • 74. LEARN ABOUT GEOTARGETING CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 64
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  • 78. LEARN ABOUT GEOTARGETING CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 68 Guru Tip: Why Is There a City Name at the Bottom of My SEM Ads? ?.%"01)$%T&#45&46%B0+<+4133.%C&5*$26%H/</5*%K6%FEEG% ! >+"&'$#%&!/-3"!+,0!</!)#$/!-"!"'&#-%!2+/!0-3%,!0$"+#&1$(-":+",;!+%,!#$! 303+44/! #08! M-:'*'";! $1#%&0! &'$! +! 4#$$4'! $"#)5#'"! #(! /-3! 0'4')$! +! H2'$"-.-4#$+%! +"'+J! "+$1'"! $1+%! +! 0#%&4'! )#$/8! C1'%! /-3! 0'4')$! +! 2'$"-.-4#$+%! +"'+! /-3"! +,! :#44! 1+*'! +%! +,,#$#-%+4! 4#%'! +($'"! $1'! ,'0$#%+$#-%!eFI!#%,#)+$#%&!/-3"!$+"&'$!)#$/!+%,!+!,'(+34$!$-:%!%+2'! #%,#)+$#%&! 1-:! (+"! -3$! S--&4'! )-%0#,'"0! $1#0! 2'$"-.-4#$+%! +"'+! $-! 'B$'%,8! ! L(! /-3! 0'4')$! $1'! Y9! 2'$"-! +"'+;! (-"! 'B+2.4';! /-3"! +,! :#44! ,#0.4+/!$1'!(-44-:#%&A! ! >#$4'! I#%'!^! I#%'!b! Y'0$#%+$#-%!eFI! C+01#%&$-%;!Y9!6M+&'"0$-:%;!OY7! ! M+&'"0$-:%!#0!+<-3$!sl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
  • 79. LEARN ABOUT GEOTARGETING!!!!!!!!!!!!!!!! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 69!!
  • 80. LEARN ABOUT GEOTARGETING CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 70 Two Methods of Location Targeting ! >1'"'!+"'!$:-!:+/0!-(!$+"&'$#%&!)30$-2'"0!</!4-)+$#-%A! ^8! R.*Z9(7).9&0)!+$!$1'!)+2.+#&%!4'*'48! b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ampaign-Level Geo-Targeting L%!94#)5+<4';!/-3!0'$!)+2.+#&%@4'*'4!&'-@$+"&'$#%&!:1'%!)"'+$#%&!+! %':!)+2.+#&%!-"!2-,#(/#%&!+%!'B#0$#%&!-%'8!K-3!)+%!,-!$1#0!+$!$:-! 4'*'40A!</!)-3%$"/!-"!</!"'&#-%a)#$/8!! ! ! ! L%! 94#)5+<4';! /-3! )+%! $+"&'$! /-3"! +,0! $-! %'+"4/! '*'"/! )-3%$"/! #%! $1'! :-"4,8!K-3!)+%!'#$1'"!0'4')$!$1'!)-3%$"#'0!/-3!:+%$!$-!$+"&'$!-%'!</! -%';!-"!+,,!'*'"/!)-3%$"/!:#$1!$1'!`?,,!?44`!('+$3"'A!#(!/-3!:+%$!/-3"!
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  • 82. LEARN ABOUT GEOTARGETING CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 72 0$+$'0;! )#$#'0;! 2'$"-.-4#$+%! "'&#-%0;! )-3%$#'08! X$1'"0;! 4#5'! ?30$"+4#+;! :#44!1+*'!(':'"A!303+44/!-%4/!0$+$'0!-"!."-*#%)'08! C1'%! /-3! 30'! "'&#-%+4! $+"&'$#%&;! /-3! :#44! "'+)1! 30'"0! :#$1! LG! +,,"'00'0!#%!$1'!"'&#-%0!/-3c*'!0'4')$',;!-"!30'"0!:1-0'!R3'"/!$'"20! #%)43,'! $1'! "'&#-%0! /-3c*'! 0'4')$',8! D'+")1! '%&#%'! ,-2+#%! #0%c$! "'4'*+%$!+$!$1#0!4'*'48! Ad Group-Level Keyword Selection L(! /-3! :+%$! $-! $+"&'$! +! 0.')#(#)! "'&#-%! $1+$! #0! %-$! #%)43,',! #%! $1'! )+2.+#&%@4'*'4! -.$#-%0;! /-3! 01-34,! #%)43,'! $1'! %+2'! 6-"! %+2'07! -(! $1+$!"'&#-%!#%!$1'!"'4'*+%$!+,!&"-3.c0!5'/:-",08!W-"!#%0$+%)';!/-3!)+%! $+"&'$!+,0!$-!`Z':!K-"5!9#$/`!+$!$1'!)+2.+#&%!4'*'4;!<3$!%-$!$-!$1'! C'0$)1'0$'"!03<3"<!-(!Z':!K-"5;!<')+30'!`C'0$)1'0$'";!ZK`!#0%c$!-%'! -(!$1'!"'&#-%+4!-.$#-%08!L(!/-3!:+%$!$-!+,*'"$#0'!+!<--50$-"'!$-!30'"0! #%!C'0$)1'0$'";!(-"!#%0$+%)';!/-3!01-34,!#%)43,'!`C'0$)1'0$'"`!#%!$1'! 5'/:-",0! (-"! /-3"! +,! &"-3.;! +4-%&! :#$1! `<--50`;! `<--50$-"'`;! `<--501-.`;!'$)8! C1#4'!$1#0!+44-:0!/-3!$-!<'!'B$"'2'4/!0.')#(#);!-%4/!30'"0!:1-!#%)43,'! $1'!%+2'!-(!$1'!"'&#-%!#%!$1'#"!R3'"/!:#44!<'!$+"&'$',8!L%)43,#%&!$1'! 5'/:-",! `C'0$)1'0$'"`! :#44! %-$! "'034$! #%! +%! DEO! $--4! +3$-2+$#)+44/! $+"&'$#%&! +,0! $-! 30'"0! :#$1! LG! +,,"'00'0! #%! $1+$! $-:%8! L%! (3$3"'! *'"0#-%0!-(!94#)5+<4';!1-:'*'";!/-3!:#44!<'!+<4'!$-!,"+:!)30$-2!2+.0! +%,!$+"&'$!+,0!$-!30'"0!#%!$1-0'!+"'+08!>1#0!3.)-2#%&!('+$3"'!#0!$1'! $-.#)!-(!$1'!$1#",!.+"$!-(!$1#0!$3$-"#+48! !
  • 83. LEARN ABOUT GEOTARGETING!!!!!!!!!!!!!!!! CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 73!!
  • 84. LEARN ABOUT GEOTARGETING CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 74 Guru Tip: How to Run a Local Ad Campaign ?.%"01)$%T&#45&46%B0+<+4133.%C&5*$2%O10)#%DF6%FEEI% ! F3%%#%&! +! 4-)+4! +,! )+2.+#&%! )+%! <'! +%! #%'B.'%0#*'! :+/! $-! &+#%! $+"&'$',!$"+((#)8!!>1'!(-44-:#%&!#0!+!4#0$!-(!$#.0!$-!1'4.!/-3!&'$!$1'!2-0$! -3$!-(!/-3"!4-)+4!+,!<3,&'$8! I-)+4@)+2.+#&%0! $+"&'$#%&! )+%! <'! +))-2.4#01',! #%! +! )-3.4'! -(! ,#(('"'%$!:+/08! Geo-Targeting >1'!(#"0$!:+/!/-3!)+%!$+"&'$!+!)+2.+#&%!-%!+!4-)+4!4'*'4!#0!</!4-)+$#-%8!! S--&4';! K+1--;! +%,! ODZ! )+44! $1#0! `&'-@$+"&'$#%&`! -"! `4-)+$#-%! $+"&'$#%&`;!+%,!#$!#0!<+0',!-%!LG!+,,"'00'08!!L!1-.'!/-3=*'!1+,!+!)1+%)'! $-! "'*#':! $1'! N'0$! G"+)$#)'0! $3$-"#+40! -%! &'-@$+"&'$#%&! #%! 94#)5+<4'! e%#*'"0#$/8! ! >1#0! #0! +! (+0$! :+/! $-! 4+3%)1! +! 4-)+4! )+2.+#&%! :#$1-3$! 1+*#%&!$-!)-2<#%'!4-)+$#-%!0.')#(#)!5'/:-",08!!! M-:!$-!&'$!0$+"$',U!e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llf! +))3"+$'!<')+30'!#$!#0!<+0',!-%!LG!+,,"'00'08!!O+%/!LDG0!"-3$'!$1'#"! )30$-2'"0c! LG! $1"-3&1! 13<0;! +%,! -($'%! $1'0'! 13<0! +"'! 4-)+$',! #%! +%-$1'"!)#$/8!!L(!/-3!+"'!"3%%#%&!+!)+2.+#&%!#%!+!02+44!$-:%;!#$!2#&1$! <'!<'0$!$-!<"-+,'%!$1'!"+%&'!-(!/-3"!)+2.+#&%!$-!#%)43,'!$1'!%'B$! 0'*'"+4!$-:%0!+0!:'448! Geo-Modification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  • 98. LEARN HOW TO MANAGE YOUR QUALITY SCORE, BIDS AND BUDGET CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 88!
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  • 100. LEARN HOW TO MANAGE YOUR QUALITY SCORE, BIDS AND BUDGET CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 90! L(! /-3! +"'! 0'44#%&! .4+%'0;! (-"! #%0$+%)';! /-3"! $#$4'! $+&! 01-34,! "'+,! 0-2'$1#%&!4#5'!`G4+%'0!(-"!D+4';`!%-$!`$1'!<'0$!+'"-%+3$#)+4!0-43$#-%0! (-"!/-3"!)-2.+%/!-"!<30#%'00`8! Write Useful And Unique Meta Descriptions K-3"!2'$+!,'0)"#.$#-%!01-34,!(-44-:!$1'!0+2'!&3#,'4#%'0!+0!/-3"!$#$4'! $+&! 6+4$1-3&1! #$! )+%! <'! 3.! $-! ^l! )1+"+)$'"0! 4-%&78! K-3"! 2'$+! ,'0)"#.$#-%! 01-34,! "'#%(-")'! /-3"! $#$4'! $+&;! <3$! %-$! ,3.4#)+$'! #$8! 6Y3.4#)+$'! $#$4'! $+&0! +%,! 2'$+! ,'0)"#.$#-%0! +"'! ("-:%',! 3.-%! </! S--&4'8! ! K-3! )+%! 0#&%! 3.! (-"! C'<2+0$'"! >--40! $-! 0''! 1-:! 2+%/! ,3.4#)+$'!,'0)"#.$#-%0!/-3!1+*'!-%!/-3"!0#$'87!>1'!O'$+!,'0)"#.$#-%!#0! ,#0.4+/',!#%!$1'!0')-%,!+%,!$1#",!4#%'0!-(!S--&4'c0!-"&+%#)!"'034$08!!D''! $1'!$-.!"'034$!(-"!`G4+%'0!(-"!D+4'`!<'4-:A! ! Don't Use Images For Text C1#4'! S--&4'! #0! :-"5#%&! $-:+",! e%#*'"0+4! D'+")1;! $1'/! 0$#44! ,-%=$! 3%,'"0$+%,!#2+&'0!-"!*#,'-08!_''.!$1+$!#%!2#%,!:1'%!-.$#2#d#%&!/-3"! 4+%,#%&!.+&'8!!L(!/-3!1+*'!+!<'+3$#(34;!01#%/!&"+.1#)+4!<+%%'"!+$!$1'! $-.! -(! /-3"! .+&'! +,*'"$#0#%&! ! H?#".4+%'0! W-"! D+4'nJ;! S--&4'! ,-'0%c$! 5%-:! +<-3$! #$;! +%,! #$! #0%=$! .+"$! -(! $1'#"! )-%0#,'"+$#-%! :1'%! $1'/! )+4)34+$'!/-3"!Q3+4#$/!D)-"'8!L(!#$!#0%c$!$'B$!-%!$1'!.+&';!S--&4'!,-'0%c$! 5%-:! #$! #0! $1'"'8! >1'"'! +"'! $"#)50! /-3! )+%! 30'! :#$1! 9DD! $-! -*'"4+/! #2+&'0! -%! $'B$;! <3$! #(! /-3! +"'%c$! (+2#4#+"! :#$1! $1'2;! L! "')-22'%,! 30#%&!$'B$!:1'%'*'"!.-00#<4'8! Put Readable Information Into Your URL L(!/-3!)+%!',#$!$1'!eFI!-(!/-3"!4+%,#%&!.+&'!$-!#%)43,'!5'/:-",0;!,-!#$8!! S--&4'!.4+)'0!+!4-$!-(!'2.1+0#0!-%!eFI08!L(!$1'/!+"'!"'+,+<4'!6a<3/#%&@ .4+%'0;! #%0$'+,! -(! a.+&'^[[81$247;! #$! )+%! 1'4.! #2."-*'! /-3"! Q3+4#$/! D)-"'8!!! Reduce Your Page’s Load Time G'-.4'! ,-%c$! :+#$! (-"! .+&'0! $-! 4-+,;! +%,! S--&4'! .'%+4#d'0! /-3! (-"! 04-:4/!4-+,#%&!.+&'08!!I--5!-3$!(-"!2-"'!-%!$1#0!"')-22'%,+$#-%!#%! $1'!)-2#%&!:''508!!!
  • 101. LEARN HOW TO MANAGE YOUR QUALITY SCORE, BIDS AND BUDGET CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 91! L(! /-3! 1+*'! +! .--"! Q3+4#$/! D)-"';! $1'0'! "')-22'%,+$#-%0! )+%! ,"+2+$#)+44/! $3"%! #$! +"-3%,8! ! >"/! $1'2! +44;! -"! $"/! +! )-2<#%+$#-%! -(! $1'28!!K-3!)+%!4-:'"!/-3"!)-0$@.'"@)4#)5;!+%,!#2."-*'!/-3"!)-%*'"0#-%! "+$'08!!L$c0!+!:#%a:#%!0#$3+$#-%8! !
  • 102. LEARN HOW TO MANAGE YOUR QUALITY SCORE, BIDS AND BUDGET CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 92!
  • 103. LEARN HOW TO MANAGE YOUR QUALITY SCORE, BIDS AND BUDGET CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 93! Guru Tip: Improving Quality Score by Reducing Landing Page Load Time ?.%J144.%J+42+6%B0+<+4133.%C&5*$2%Z$'0/10.%Y6%FEEI% ! ?4-%&! :#$1! /-3"! <#,;!/-3"! Q3+4#$/! D)-"'! ,'$'"2#%'0! :1'"'!/-3"! +,0! :#44! +..'+"! -%! 0'+")1! '%&#%'! "'034$0! .+&'0! 6DEFG07;! +%,! 1-:! 23)1! /-3=44! .+/! '*'"/! $#2'! 0-2'<-,/! )4#)50! -%! $1'28! e%4#5'! /-3"! <#,;! 1-:'*'";! $1'! Q3+4#$/! D)-"'! #0! %-$! +! *+43'! /-3! )+%! 0'$! /-3"0'4(;! #$=0! ,'$'"2#%',! </! $1'! 0'+")1! %'$:-"58! ! ?0! :'! 2'%$#-%! #%! -3"! N'0$! G"+)$#)'0! $3$-"#+4! -%! $1'! $-.#);! $1'! Q3+4#$/! D)-"'! #0! ."#2+"#4/! +! 2'+03"'2'%$!-(!/-3"!-(('"=0!"'4'*+%)'!$-!+!30'"=0!0'+")18!M-:'*'";! )'"$+#%!(+)$-"0!#%!$1'!Q3+4#$/!D)-"'!,-%=$!(#$!$1#0!,'0)"#.$#-%!'B+)$4/;! <3$! "'4+$'! $-! +! 30'"=0! 'B.'"#'%)'! 2-"'! &'%'"+44/8! ?2-%&! $1'0'! #0! 4+%,#%&!.+&'!4-+,!$#2'8! I+0$! 0322'";! S--&4'! +,,',! H4+%,#%&! .+&'! 4-+,!$#2'J! +0!+! (+)$-"! #%! ,'$'"2#%#%&!+!5'/:-",=0!Q3+4#$/!D)-"'8!?0!M'+$1'"!I+%'!:"-$'!-%!$1'! L%0#,'! ?,C-",0! <4-&! +$! $1'! $#2';! HZ15*% +5% '$**$0% *#14% 53&7`8! C'c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eFI0!$-!<'!"',#"')$!.+&'0;!+!0#$'! 3.,+$'!-"!"','0#&%!2+/!1+*'!"'034$',!#%!+%!-4,!,'0$#%+$#-%!eFI!"',#"')$#%&! $-!+!%':!.+&'8!L(!$1#0!#0!$1'!)+0'!(-"!+%/!-(!/-3"!+,0;!<'!03"'!$-!3.,+$'!$1'#"! ,'0$#%+$#-%!e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
  • 104. LEARN HOW TO MANAGE YOUR QUALITY SCORE, BIDS AND BUDGET CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 94! ! 5#! Q@*&?!E09.7,9&9&(=!K().,! HL%$'"0$#$#+40J!+"'!2-0$!-($'%!30',!$-!,#0.4+/!+,0!<'(-"'!4-+,#%&!$1'!,'0#"',! .+&'8! 6L(! /-3=*'! <"-:0',! +! %':0.+.'"! -"! -%4#%'! 2+&+d#%'! 0#$';! /-3="'! ."-<+<4/!(+2#4#+"!:#$1!$1#0!$/.'!-(!+,87!K-3="'!%-$!4#5'4/!$-!1+*'!+%/!-(!$1'0'! -%!/-3"!4+%,#%&!.+&'0;!<3$!/-3!2+/!#%)43,'!+!.+&'!:#$1!0-2'!0-"$!-(!+4'"$!-"! 4-&#%! "'R3#"'2'%$! <'(-"'! /-3"! 4+%,#%&! .+&'8! >-! &'$! $1'! 30'"! :1'"'! $1'/! :+%$!$-!&-!2-"'!R3#)54/;!.3$!+%/!-(!$1'!#%(-"2+$#-%!("-2!/-3"!#%$'"0$#$#+4! .+&'0!,#"')$4/!-%!/-3"!4+%,#%&!.+&'08!>1'!(':'"!0$'.0!<'$:''%!/-3"!+,!+%,! /-3"!-(('";!$1'!<'$$'"!(-"!$1'!30'";!+%,!$1'!<'$$'"!(-"!/-38!
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  • 106. LEARN HOW TO MANAGE YOUR QUALITY SCORE, BIDS AND BUDGET CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 96! 0.'%,#%&!$1'!0+2'!+2-3%$!'*'"/!,+/;!/-3!:#44!0.'%,!04#&1$4/!2-"'!-"! 04#&1$4/!4'00!,'.'%,#%&!-%!%+$3"+4!2+"5'$!(+)$-"0;!+%,!$1'0'!%32<'"0! :#44!1+*'!$-!+*'"+&'!-3$!$-!/-3"!,'0#"',!0.'%,!4'*'48!F'$3"%#%&!$-!$1'! "'+4!:-"4,!#%!:1#)1!:'!,-!1+*'!,+#4/!<3,&'$0;!$1#0!"'R3#"'0!0'$$#%&!$1'! ,+#4/!<3,&'$!04#&1$4/!1#&1'"!$1+%!:1+$!/-3!+)$3+44/!1-.'!$-!0.'%,8! If You Are Hitting Your Daily Budget, You Are Paying Too Much for Your Clicks Z-:! 4'$c0! )-%0#,'"! +%! +4$'"%+$#*'! 0)'%+"#-;! -%'! $1+$! 2+/! <'! 2-"'! (+2#4#+";!#%!:1#)1!/-3!0'$!/-3"!,+#4/!<3,&'$!+$!'B+)$4/!$1'!+2-3%$!$1+$! /-3! :+%$! $-! 0.'%,! '+)1! ,+/8! >1#0! 0)'%+"#-! #0! 2-"'! )-%*'%#'%$;! <')+30'!:'!,-%c$!"'+44/!1+*'!$-!:-""/!+<-3$!:1'$1'"!:'c*'!-.$#2#d',! -3"!<#,08!C'!)+%!&"-004/!-*'"@<#,;!+%,!.+/!$--!23)1!(-"!-3"!)4#)50;!<3$! :'!,-%c$!'%,!3.!-3$@0.'%,#%&!-3"!<3,&'$8!I'$c0!0$+"$!:#$1!$1'!0+2'! 1/.-$1'$#)+4! )+2.+#&%! 2'%$#-%',! +<-*';! $1'! -%'! :1-0'! <#,0! +"'! .'"(')$4/! -.$#2#d',! $-! 'B+)$4/! 1#$! $1+$! {^ll! +! ,+/! +*'"+&'8! K-3! 0'$! /-3"! ,+#4/! <3,&'$! +$! {^ll8! Z-:;! -%! 1#&1@$"+((#)! >3'0,+/0;! /-3! :#44! 'B+)$4/! 30'! 3.! /-3"! ,+#4/! <3,&'$;! <3$! /-3! :#44! 0$-.! "')'#*#%&! )4#)50! 0-2'$#2'!<'(-"'!$1'!'%,!-(!$1'!,+/8!N3$!-%!4-:@$"+((#)!D3%,+/0;!/-3! :#44!%-$!<'!+<4'!$-!0.'%,!$1'!:1-4'!<3,&'$8!D-!$1'%;!#(!/-3!0''!/-3!+"'! %-$! 30#%&! 3.! /-3"! '%$#"'! <3,&'$;! /-3! :#44! )-2'! $-! $1'! %+$3"+4! )-%)430#-%!$1+$!/-3!%'',!$-!<#,!2-"'!#%!-",'"!$-!&'$!2-"'!$"+((#)!+%,! 0.'%,!2-"'8!D-!/-3!&-!#%!+%,!#%)"'+0'!+44!$1'!<#,08!>1#0!:#44!`(#B`!$1'! ."-<4'2! $1+$! /-3! 1+*'! -%! D3%,+/0;! <3$! #$! :#44! 'B+)'"<+$'! $1'! ."-<4'20!$1+$!/-3!1+*'!-%!>3'0,+/0;!<')+30'!-%!>3'0,+/!/-3!:'"'! +4"'+,/! .+/#%&! $--! 23)1! (-"! )4#)50! +%,! "3%%#%&! -3$! -(! <3,&'$! $--! '+"4/8! Budget Management Through Bids vs. Through Daily Budget ?$! $1'! '%,! -(! $1'! 2-%$1;! #(! :'! )-2.+"'! $1'! (#"0$! 0)'%+"#-! 6<3,&'$! 2+%+&'2'%$! $1"-3&1! <#,! -.$#2#d+$#-%7! $-! $1'! 0')-%,! 6<3,&'$! 2+%+&'2'%$!$1"-3&1!,+#4/!<3,&'$07;!:'!:#44!(#%,!$1'!(-44-:#%&A! ! #! >1'/!:#44!<-$1!1+*'!0.'%$!$1'!0+2'!+2-3%$!-(!2-%'/8! #! >1'!(#"0$!:#44!1+*'!"')'#*',!2-"'!)4#)50!$1+%!$1'!0')-%,!(-"!$1+$!2-%'/8! #! >1'!(#"0$!:#44!1+*'!1+,!(344'"!+4:+/0@-%!)-*'"+&'!$1+%!$1'!0')-%,8! ! >1'! 0')-%,! 0#$3+$#-%! #0! *'"/! $/.#)+4! #%! DEO! )+2.+#&%0! 2+%+&',! </! %-*#)'!D'+")1!E%&#%'!O+"5'$'"0;!-"!</!4+"&'!+,!+&'%)#'0!:1-!+"'!1'4,!
  • 107. LEARN HOW TO MANAGE YOUR QUALITY SCORE, BIDS AND BUDGET CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 97! +))-3%$+<4'! (-"! 0.'%,#%&! $1'! :1-4'! <3,&'$! <3$! %-$! %')'00+"#4/! (-"! ."-,3)#%&!-.$#2+4!"'034$08!Y-#%&!DEO!<3,&'$!2+%+&'2'%$!#%,#"')$4/! $1"-3&1!$1'!9G9!<#,0!"'R3#"'0!2-"'!$#2'!+%,!)+"'8!M-:'*'";!$1#0!#0! $1'!-%4/!:+/!$-!&'$!$1'!2-0$!-3$!-(!/-3"!DEO!0.'%,8! ! Daily Budget is a Backup Budget Management Method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d+$#-%0;!<3$!$-!0$#44!"'+.!#$0!."-$')$#*'! <'%'(#$0;! #$! 01-34,! <'! 0'$! P30$! 1#&1'"! $1+%! $1'! +2-3%$! $1+$! /-3! $/.#)+44/!0.'%,!-%!/-3"!<'0$;!<30#'0$;!1#&1'0$@$"+((#)!,+/08! W-"!%':!)+2.+#&%0;!#%!$1'!01-"$!$'"2;!/-3!2+/!:+%$!$-!30'!$1'!,+#4/! <3,&'$! $-! 5''.! 0.'%,#%&! 3%,'"! )-%$"-4;! <3$! #%! $1'! 4-%&! $'"2;! /-3! 01-34,!-.$#2#d'!$1'!<#,0!+%,!%-$!4'$!+!(#B',!<3,&'$!)+.!#%$'"('"'8! ! !
  • 108. LEARN HOW TO MANAGE YOUR QUALITY SCORE, BIDS AND BUDGET CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 98!
  • 109. LEARN HOW TO MANAGE YOUR QUALITY SCORE, BIDS AND BUDGET CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 99! Implementing Clickable Conversion Tracking ! 94#)5+<4'!9-%*'"0#-%!>"+)5#%&!699>7!#%)43,'0!$:-!0'.+"+$'!0)"#.$0A!-%'! (-"! '*'"/! .+&'! #%!/-3"!C'<! 0#$'! 6:1#)1! :#44! <'! '+0#'"! $-! #2.4'2'%$! $1+%! #$! 0-3%,07! +%,! +%-$1'"! (-"! /-3"! )-%*'"0#-%! .+&'8! 6W-"! #%(-"2+$#-%! +<-3$! $1'! (#*'@2#%3$'! ."-)'00! -(! )"'+$#%&! $1'0'! 0)"#.$0! :#$1#%! 94#)5+<4';! .4'+0'! "'+,! -3"! G"-,3)$! S3#,'! '%$"/! +<-3$! $1'! 94#)5+<4'!9-%*'"0#-%!>"+)5#%&!30'"!#%$'"(+)'78! Step 1: Inserting the Landing Page Script ?($'"! /-3! "')'#*'! /-3"! 4+%,#%&! .+&'! 0)"#.$! ("-2! 94#)5+<4';! .+0$'! #$! <'(-"'!$1'!$+&!-(!$1'!M>OI!)-,'!(-"!'*'"/!.+&'!-%!/-3"!C'<!0#$'8!>1'! '+0#'0$!:+/!$-!,-!$1#0!#0!$-!.+0$'!#$!#%$-!+!)-22-%!(--$'"!$1+$!+..'+"0! $1"-3&1-3$! /-3"! 0#$'8! >1#0! :+/;! #$! :#44! +3$-2+$#)+44/! .-.34+$'! '*'"/! .+&'!-%!/-3"!C'<!0#$';!+0!:'44!+0!+%/!(3$3"'!.+&'0!$1+$!#%)43,'!/-3"! (--$'"!)-,'8! >1'!<-$$-2!-(!/-3"!(--$'"!)-,'!01-34,!4--5!0-2'$1#%&!4#5'!$1#0A! ! |0)"#.$!$/.'xJ$'B$aP+*+0)"#.$Jz! ,-)32'%$8:"#$'63%'0)+.'6Hf[90)"#.$!0")@H!}!64-)+$#-%8."-$-)-4xxJ1$$.0AJU1$$.0AaaA1$$.Aaa Step 2: Inserting the Conversion Tracking Script 7! }J)%8)4#)5+<4'8%'$aP0a))$8P0=$/.'x=$'B$aP+*+0)"#.$f[9[9a0)"#.$f[9J77]! |a0)"#.$z! |0)"#.$!$/.'xJ$'B$aP+*+0)"#.$Jz! ! ,-)32'%$8)--5#'x))$89--5#'91')56,-)32'%$8)--5#'7]! ! ))$8))$~4-&6H7]! |a0)"#.$z! •! |a<-,/z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  • 114. LEARN HOW TO MANAGE YOUR QUALITY SCORE, BIDS AND BUDGET CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 104! >1'!+443"'!-(!.-0#$#-%!%32<'"!-%'!#%!S--&4'!#0!+!4-$!4#5'!$1'!+443"'!-(! .-0#$#-%!%32<'"!-%'!#%!$1'!ZN?!,"+($8!K-3c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m!)+2.+#&%;!-"!<3/!+!<#44<-+",!#%!>#2'0!DR3+"';!-"! &'$!0.-%0-"01#.!,'+4!:#$1!$1'!%32<'"!-%'!.#)5!#%!$1'!ZN?!,"+($8! K-3! 2+/! 0$#44! <'! :-%,'"#%&;! `#0! .'"(-"2+%)'! "'+44/! P30$! +0! &--,! #%! .-0#$#-%0!$:-!+%,!$1"''!+0!#$!#0!#%!.-0#$#-%!-%'U`!!M'"'!L!:#44!"'('"!$-! 0-2'!.3<4#01',!'B.'"#2'%$+4!,+$+!+%,!0-2'!3%@.3<4#01',!,+$+!$1+$! :'c*'! +&&"'&+$',! ("-2! -3"! )4#'%$! +))-3%$0! 1'"'! +$! 94#)5+<4'8! ! >1'! +%0:'"!#0!`/'0`8!!>:-!+%,!$1"''!+"'!P30$!+0!&--,!+0!@!#(!%-$!<'$$'"!$1+%! -%'8!!?%!'/'@$"+)5#%&!0$3,/!</!O+"5'$#%&!D1'".+!1+0!(-3%,!$1+$!$1'! $-.! $:-! -"! $1"''! +,0! -%! +! S--&4'! 0'+")1! "'034$0! .+&'! +"'! $/.#)+44/! 0)+%%',! +%,! )-2.+"',! +42-0$! 0#234$+%'-304/8! ! O+"5'$#%&! D1'".+! (-3%,! $1+$! +2-%&! $1'! $-.! $1"''! 0.-$0;! #$! #0! "'4'*+%)'! $-! $1'! 30'"c0! R3'"/;! +%,! %-$! .-0#$#-%;! $1+$! ,'$'"2#%'0! )4#)5$1"-3&1! "+$'8! ! X3"! +&&"'&+$',! )30$-2'"! ,+$+! )-%(#"20! $1#0A! $1'"'! #0! -%4/! +! *'"/! 02+44;! #%0#&%#(#)+%$;! ,')"'+0'! #%! )4#)5$1"-3&1! "+$'! ("-2! .-0#$#-%! -%'! $-! .-0#$#-%!$1"''8!e0'"0!,-%c$!)+"'!+0!23)1!+<-3$!$1'!"+%5!-(!+,0!+0!$1'/! ,-!+<-3$!$1'!R3+4#$/!-(!+,0;!+%,!0-!$1'/!$/.#)+44/!*#':!234$#.4'!+,0!+%,! )-2.+"'8! ?!)+"!,'+4'"01#.!#%!2/!+"'+!1+0!$1'!04-&+%!`01-.!1'"'!4+0$`8!!>1'/!+"'! <+%5#%&!-%!$1'!(+)$!$1+$!#%!$1'!)+0'!-(!+!`$#'`!<'$:''%!$1'#"!-(('"#%&! +%,! %'+"</! )-2.'$#$-"0;! $1'! 01-..'"0! ."'('"'%)'! :#44! &-! $-! $1'! ,'+4'"01#.! $1'/! +"'! +4"'+,/! +$!@! $1'! 4+0$! -%'8! ! >1'! `01-.! 1'"'! 4+0$`! 0$"+$'&/!#0!'0.')#+44/!+,*+%$+&'-30!(-"!0'+")1!2+"5'$'"0;!:1-!"')'#*'! +!,#0)-3%$!-%!)-0$!.'"!)4#)5!:1'%!$1'/!+"'!$1'!4+0$!+,!$1+$!$1'!30'"! "'+,0;!"+$1'"!$1+%!$1'!(#"0$8!Y-%c$!.+/!+!."'2#32!(-"!$1'!$-.!.-0#$#-%;! :1'%!/-3!)+%!&'$!$1'!0+2'!.'"(-"2+%)'!("-2!.-0#$#-%!$:-!-"!$1"'';! +%,!0+*'!0-2'!2-%'/!$-!0.'%,!-%!2-"'!)4#)50!'40':1'"'8!
  • 115. LEARN HOW TO MANAGE YOUR QUALITY SCORE, BIDS AND BUDGET CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 105! Position Preference in AdWords ?.%"&4.%L&0+)6%B0+<+4133.%C&5*$2%H90+3%RE6%FEEI% ! G-0#$#-%!."'('"'%)'!#0!+!('+$3"'!#%!?,C-",0!$1+$!+44-:0!+,*'"$#0'"0!$-! "'R3'0$!$1+$!$1'#"!+,0!<'!01-:%!#%!+!0.')#(#',!.-0#$#-%!(-"!+%/!&#*'%! 5'/:-",8!L$!#0!#2.-"$+%$!$-!%-$'!$1+$!:#$1!.-0#$#-%!."'('"'%)'!$3"%',! -%;! S--&4'! )+%%-$! &3+"+%$''! $1+$! /-3"! +,! :#44! <'! 01-:%! #%! $1'! ."'('""',!.-0#$#-%!^llf!-(!$1'!$#2'8! Optimizing Your Keyword Ranks With Position Preference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d#%&! .-0#$#-%! ."'('"'%)'! 4#'0! #%! $1'! +,*'"$#0'"=0! +<#4#$/! $-! )"-00@"'('"'%)'! )-%*'"0#-%! ,+$+8! >1#0! )+%! <'! +)1#'*',! </! '#$1'"! 0'$$#%&! 3.! ?,C-",0! 9-%*'"0#-%! >"+)5'";! S--&4'! ?%+4/$#)0! -"! +! $1#",! .+"$/! +%+4/$#)0! 0-43$#-%8! L%! $1'! '+"4/! 0$+&'0! -(! $'0$#%&;!+,*'"$#0'"0!01-34,!2-%#$-"!$1'#"!.'"(-"2+%)'!+0!#$!.'"$+#%0!$-! $1'#"!-"#&#%+4!+,!"+%5#%&08!>1#0!01-34,!+)$!+0!+!<'%)12+"5;!(-44-:',!</! $'0$#%&!+,0!+$!,#(('"'%$!"+%5#%&!"+%&'08! ! How to Enable Position Preference ^8! I-&#%!$-!/-3"!?,C-",0!+))-3%$8! b8! X%! $1'! $(><(&)0! N;>>(7B! .+&';! 0'4')$! $1'! <-B! $-! $1'! 4'($! -(! +%/! )+2.+#&%0!/-3!:+%$!$-!'%+<4'!(-"!.-0#$#-%!."'('"'%)'8! [8! 94#)5!L?&9!N.99&0),8! o8! W#%,!$1'!Z'$:-"50!+%,!<#,,#%&!0')$#-%8! 8! e%,'"!<9&*0,;!0'4')$!$1'!<-B!%'B$!$-!cK*,&9&*0!<7.:.7.0'.,8c! k8! 94#)5!N(@.!$%(0).,8! What Are The Position Preference Options? #! >1'"'!#0!+!:#,'!"+%&'!-(!.-0#$#-%!."'('"'%)'!-.$#-%0!#%!?,C-",08! #! M#&1'"!$1+%!+!&#*'%!.-0#$#-%!603)1!+0!+<-*'!s7!
  • 116. LEARN HOW TO MANAGE YOUR QUALITY SCORE, BIDS AND BUDGET CLICKABLE GURU’S GUIDE TO BETTER SEARCH ENGINE MARKETING 106! #! I-:'"!$1+%!+!&#*'%!.-0#$#-%!603)1!+0!<'4-:!o7! #! C#$1#%!+!"+%&'!-(!.-0#$#-%0!603)1!+0!("-2!b!@!p7! #! L%!+!0#%&4'!'B+)$!.-0#$#-%!603)1!+0!.-0#$#-%!b7! Does Position Preference Always Work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