Advanced PPC Contextual Advertising  David Szetela [email_address] http://clixmarketing.com/blog http://searchenginewatch....
Content Advertising Really Doesn’t Suck David Szetela [email_address] http://clixmarketing.com/blog
Why Content Advertisers Lose $$ <ul><li>Ads appear on irrelevant pages and get bad clicks (low conversion rates) </li></ul...
June 3, 2009
Keyword Differences <ul><li>Match types are irrelevant (except negative) </li></ul><ul><li>Individual keyword bids are irr...
Quality Score Differences <ul><li>Keyword-targeted and Placement-targeted Text: CTR, Ad text, Landing Page </li></ul><ul><...
Building Great Content  Keyword Lists <ul><li>Use words/phrases that appear most frequently on the target sites' pages </l...
June 3, 2009 <ul><li>Use the AdWords Placement Tool to find ten or so sites within your target categories.  </li></ul><ul>...
June 3, 2009
Example Keyword List <ul><li>bench press </li></ul><ul><li>body building </li></ul><ul><li>bodybuilding equipment </li></u...
Advanced PPC Contextual Advertising  David Szetela [email_address] http://clixmarketing.com/blog http://searchenginewatch....
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Szetela David Smxa Content

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David Szetela's SMX Advanced presentation on Content Advertising for the Advanced PPC Tactics session

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Szetela David Smxa Content

  1. 1. Advanced PPC Contextual Advertising David Szetela [email_address] http://clixmarketing.com/blog http://searchenginewatch.com/sew_experts/content_advert http://www.webmasterradio.fm/Advertising/PPC-Rockstars/
  2. 2. Content Advertising Really Doesn’t Suck David Szetela [email_address] http://clixmarketing.com/blog
  3. 3. Why Content Advertisers Lose $$ <ul><li>Ads appear on irrelevant pages and get bad clicks (low conversion rates) </li></ul><ul><li>Keywords must identify target sites, not advertised products/services </li></ul><ul><li>Ideal ad group contains 20 or so 1- and 2-word keywords </li></ul>June 3, 2009
  4. 4. June 3, 2009
  5. 5. Keyword Differences <ul><li>Match types are irrelevant (except negative) </li></ul><ul><li>Individual keyword bids are irrelevant </li></ul><ul><li>Negative keywords are necessary </li></ul>June 3, 2009
  6. 6. Quality Score Differences <ul><li>Keyword-targeted and Placement-targeted Text: CTR, Ad text, Landing Page </li></ul><ul><li>Keyword-targeted non-text: only CTR </li></ul><ul><li>Placement-targeted Non-text: only CTR </li></ul><ul><li>Best Bidding Strategy: Start High, Go Low? </li></ul>June 3, 2009
  7. 7. Building Great Content Keyword Lists <ul><li>Use words/phrases that appear most frequently on the target sites' pages </li></ul><ul><li>Use negative keywords to block ads from appearing on irrelevant pages </li></ul>June 3, 2009
  8. 8. June 3, 2009 <ul><li>Use the AdWords Placement Tool to find ten or so sites within your target categories. </li></ul><ul><li>Load the home pages of the first 10 sites displayed, and do a quick copy-and-paste to copy all of the words on the page to a Notepad document. </li></ul><ul><li>Do a Google search on one or two terms that appear frequently on the target sites and copy all of the resulting text into the Notepad doc. </li></ul><ul><li>Save the text file and load it into Textranz ( http://www.cro-code.com/textanz.jsp ) to produce a list of the most commonly-occurring 1-word and two-word combinations. </li></ul><ul><li>Create a short list of the most frequently-occurring words </li></ul><ul><li>Include negative keywords to block ads from appearing on irrelevant </li></ul>
  9. 9. June 3, 2009
  10. 10. Example Keyword List <ul><li>bench press </li></ul><ul><li>body building </li></ul><ul><li>bodybuilding equipment </li></ul><ul><li>exercise equipment </li></ul><ul><li>fitness equipment </li></ul><ul><li>gym equipment </li></ul><ul><li>home gym </li></ul><ul><li>home gyms </li></ul><ul><li>weight lifting </li></ul><ul><li>weight loss </li></ul><ul><li>weight training </li></ul><ul><li>bodybuilding </li></ul><ul><li>equipment </li></ul><ul><li>exercise </li></ul><ul><li>fitness </li></ul><ul><li>gym </li></ul><ul><li>gyms </li></ul><ul><li>lifting </li></ul><ul><li>muscle </li></ul><ul><li>training </li></ul><ul><li>weights </li></ul><ul><li>workout </li></ul><ul><li>-colitis </li></ul><ul><li>-ulcerative </li></ul>June 3, 2009
  11. 11. Advanced PPC Contextual Advertising David Szetela [email_address] http://clixmarketing.com/blog http://searchenginewatch.com/sew_experts/content_advert http://www.webmasterradio.fm/Advertising/PPC-Rockstars/

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