Szetela Atlanta SEMPO 2010

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  • David did a superb job! If you'd like to put some narrative to his slides and read my recap, it's posted here: http://www.searchadvisory.net/advanced-ppc-tips-tricks-from-a-master/.
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  • 1. The Future of PPC: Start Now! David Szetela Clix Marketing http://szetela.me
  • 2. October 5, 2010 Download Free Copy: http://CustomersNowBook.com
  • 3. October 5, 2010 Available Now http://PPC1Hour.com
  • 4. 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
  • 5. Coming Soon: Non-web Conversions October 5, 2010
  • 6. 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
  • 7.  
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  • 12. Next Steps
    • Be patient
    • Monitor Results
    • Tweak Target CPA bids if necessary
  • 13. Caveat
    • Anticipate peaks and valleys, and adjust Target CPA
  • 14. Turbo-editing with AdWords Editor
      • Fast campaign construction and editing
      • Huge time-saver
      • Lots of expert techniques
      • Good starting point for Microsoft campaigns
  • 15. Segmenting Ad Groups with AdWords Editor October 5, 2010
  • 16. Copy and Paste Ad Group October 5, 2010
  • 17. Change the Name of the Copy October 5, 2010
  • 18. Click on Keywords Tab October 5, 2010
  • 19. Set Up a keyword Filter October 5, 2010
  • 20. Delete Filtered Keywords October 5, 2010
  • 21. Keyword Subset is Left October 5, 2010
  • 22. Add Exact Match Versions of All keywords October 5, 2010
  • 23. Add Exact Match Versions of All keywords October 5, 2010
  • 24. Add Exact Match Versions of All keywords October 5, 2010
  • 25. October 5, 2010
  • 26. October 5, 2010
  • 27. October 5, 2010
  • 28. Instructions for adCenter Export
    • http://bit.ly/bWdvB0
    October 5, 2010
  • 29. Hyper-targeting with AdWords October 5, 2010
  • 30. Remarketing Resources
    • http://ClixMarketing.com/blog/remarketing
  • 31. 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)
  • 32. Concepts
    • Audience
    • Remarketing Lists
  • 33. Method
    • Define Visitor Subset
    • Create the corresponding Remarketing List
    • Past remarketing code on appropriate pages
    • Create an ad group targeting the entire display network
  • 34. Example 1
    • Return to Site
  • 35. Example 1
  • 36. Example 2
    • Visited Department
  • 37. Example 2
  • 38. Example 3
    • Shopping Cart Abandoned
  • 39. Example 3
  • 40. Announced Yesterday: Interest-Based Advertising October 5, 2010
  • 41. Social Media PPC Rules
    • 600 Million Potential Customers
    • Relatively low competition
    • Insanely great targeting capabilities
  • 42. Getting Started
    • Go to http://www.facebook.com/advertising/
    • Click on the “Create an Ad” button
  • 43. Getting Started
  • 44. Start with an Ad
  • 45. Start with an Ad
  • 46. Specify Targeting
  • 47. Geographic Targeting
  • 48. Geographic Targeting
  • 49. Demographic Targeting
  • 50. Likes and Interests
  • 51. Set Budgets and Bids
  • 52. Create Account Details
  • 53. 2 Emails Later…
  • 54. Main PPC Web Interface
  • 55. Implement Conversion Tracking
  • 56. Implement Conversion Tracking
  • 57. Campaign Performance – Web Interface
  • 58. Conversion Performance – Reports
  • 59. 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
  • 60. Demographic Report
  • 61. Responder Profile Report
  • 62. Hyper-Target Ad/Landing Page Combinations
  • 63. Targeting Roulette Players in Swanage
  • 64. Roulette/Swanage Landing Page October 5, 2010
  • 65. Blackjack/Bournemouth Landing Page October 5, 2010
  • 66. More Resources
    • Facebook Ad Help Files
    • Facebook Ads Fan Page - http://www.facebook.com/FacebookAds
  • 67. LinkedIn Advantages
    • World’s largest professional social network
  • 68. Prominent Ad Placement
  • 69. Getting Started
    • http://www.linkedin.com/companies
  • 70. Getting Started
    • https://www.linkedin.com/directads/
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  • 91. 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
  • 92. Advice
    • Tag urls to track conversions via Google Analytics
    • Test a wide variety of ad texts ad designs
    • Set ads to Rotate
  • 93. 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
  • 94. The Future of PPC: Start Now! David Szetela Clix Marketing http://szetela.me