Szetela Atlanta SEMPO 2010
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Szetela Atlanta SEMPO 2010

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Szetela Atlanta SEMPO 2010 Szetela Atlanta SEMPO 2010 Presentation Transcript

  • The Future of PPC: Start Now! David Szetela Clix Marketing http://szetela.me
  • October 5, 2010 Download Free Copy: http://CustomersNowBook.com
  • October 5, 2010 Available Now http://PPC1Hour.com
  • Today I’ll Cover:
    • Non-site Conversions
    • Stop Micro-managing Keyword Bids
    • Turbo Campaign Editing
    • Hyper-Targeting with AdWords
    • Hyper-targeting with Facebook, LinkedIn
    October 5, 2010
  • Coming Soon: Non-web Conversions October 5, 2010
  • Auto Keyword Bid Management
    • Google Conversion Optimizer
    • Available for every campaign with at least 15 conversions in previous 30 days
    • Works on Search and Display Campaigns
    October 5, 2010
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  • Next Steps
    • Be patient
    • Monitor Results
    • Tweak Target CPA bids if necessary
  • Caveat
    • Anticipate peaks and valleys, and adjust Target CPA
  • Turbo-editing with AdWords Editor
      • Fast campaign construction and editing
      • Huge time-saver
      • Lots of expert techniques
      • Good starting point for Microsoft campaigns
  • Segmenting Ad Groups with AdWords Editor October 5, 2010
  • Copy and Paste Ad Group October 5, 2010
  • Change the Name of the Copy October 5, 2010
  • Click on Keywords Tab October 5, 2010
  • Set Up a keyword Filter October 5, 2010
  • Delete Filtered Keywords October 5, 2010
  • Keyword Subset is Left October 5, 2010
  • Add Exact Match Versions of All keywords October 5, 2010
  • Add Exact Match Versions of All keywords October 5, 2010
  • Add Exact Match Versions of All keywords October 5, 2010
  • October 5, 2010
  • October 5, 2010
  • October 5, 2010
  • Instructions for adCenter Export
    • http://bit.ly/bWdvB0
    October 5, 2010
  • Hyper-targeting with AdWords October 5, 2010
  • Remarketing Resources
    • http://ClixMarketing.com/blog/remarketing
  • Advertiser Benefits
    • People who visit your site see your ads on Google Display Network sites thereafter
    • Ads (and even landing pages) can be customized for the visitor behavior (e.g. abandoned shopping cart)
  • Concepts
    • Audience
    • Remarketing Lists
  • Method
    • Define Visitor Subset
    • Create the corresponding Remarketing List
    • Past remarketing code on appropriate pages
    • Create an ad group targeting the entire display network
  • Example 1
    • Return to Site
  • Example 1
  • Example 2
    • Visited Department
  • Example 2
  • Example 3
    • Shopping Cart Abandoned
  • Example 3
  • Announced Yesterday: Interest-Based Advertising October 5, 2010
  • Social Media PPC Rules
    • 600 Million Potential Customers
    • Relatively low competition
    • Insanely great targeting capabilities
  • Getting Started
    • Go to http://www.facebook.com/advertising/
    • Click on the “Create an Ad” button
  • Getting Started
  • Start with an Ad
  • Start with an Ad
  • Specify Targeting
  • Geographic Targeting
  • Geographic Targeting
  • Demographic Targeting
  • Likes and Interests
  • Set Budgets and Bids
  • Create Account Details
  • 2 Emails Later…
  • Main PPC Web Interface
  • Implement Conversion Tracking
  • Implement Conversion Tracking
  • Campaign Performance – Web Interface
  • Conversion Performance – Reports
  • Conversion Performance – Reports
    • Post-Impression: conversions that result from people seeing the ad but not necessarily clicking on it
    • Post-click: conversions that result from people clicking on the ad
  • Demographic Report
  • Responder Profile Report
  • Hyper-Target Ad/Landing Page Combinations
  • Targeting Roulette Players in Swanage
  • Roulette/Swanage Landing Page October 5, 2010
  • Blackjack/Bournemouth Landing Page October 5, 2010
  • More Resources
    • Facebook Ad Help Files
    • Facebook Ads Fan Page - http://www.facebook.com/FacebookAds
  • LinkedIn Advantages
    • World’s largest professional social network
  • Prominent Ad Placement
  • Getting Started
    • http://www.linkedin.com/companies
  • Getting Started
    • https://www.linkedin.com/directads/
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  • Advice
    • Read the guidelines: http://www.linkedin.com/static?key=pop%2Fpop_sas_guidelines
    • Read my book: http://clixmarketing.com/CustomersNow
    • Create a LinkedIn Company Profile
  • Advice
    • Tag urls to track conversions via Google Analytics
    • Test a wide variety of ad texts ad designs
    • Set ads to Rotate
  • Direct Links:
    • DirectAds Homepage
    • https://www.linkedin.com/directads
    • Manage Ads
    • https://www.linkedin.com/directads/home
    • Create Another Ad
    • https://www.linkedin.com/directads/create
  • The Future of PPC: Start Now! David Szetela Clix Marketing http://szetela.me