Black Hat PPC for the Concientious David Szetela [email_address] http://szetela.me Profitable PPC PPC Rockstars
I’ll Cover… <ul><li>White, Black and Gray </li></ul><ul><li>My favorite Gray Hat techniques </li></ul><ul><li>Ones I consi...
Gray Matter Ponders Gray Areas <ul><li>White: everybody does it </li></ul><ul><li>White: clever things I discover </li></u...
November 11, 2009
November 11, 2009
November 11, 2009
Symbols Guidelines <ul><li>Use only one per line </li></ul><ul><li>A few may not work – e.g. English pound sign </li></ul>...
Grayish… <ul><li>Capitalized words, e.g. FREE </li></ul><ul><li>Superlatives: Top, Leading, even Best </li></ul><ul><li>Hy...
Way Black <ul><li>Violating rules via day-parting – only when Mountain View is asleep </li></ul><ul><li>Geotargeting where...
Black Hat PPC for the Concientious David Szetela [email_address] http://szetela.me Profitable PPC PPC Rockstars
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Szetela Pubcon 2009 Black Hat PPC

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  • Image of somebody making money while sleeping
  • Cartoon-like starburst with the word “Free!”
  • Szetela Pubcon 2009 Black Hat PPC

    1. 1. Black Hat PPC for the Concientious David Szetela [email_address] http://szetela.me Profitable PPC PPC Rockstars
    2. 2. I’ll Cover… <ul><li>White, Black and Gray </li></ul><ul><li>My favorite Gray Hat techniques </li></ul><ul><li>Ones I consider Black – to be avoided </li></ul>November 11, 2009 November 11, 2009
    3. 3. Gray Matter Ponders Gray Areas <ul><li>White: everybody does it </li></ul><ul><li>White: clever things I discover </li></ul><ul><li>Gray: might get you wrist-slapped but not de-listed </li></ul><ul><li>Black: will definitely get you de-listed </li></ul>November 11, 2009
    4. 4. November 11, 2009
    5. 5. November 11, 2009
    6. 6. November 11, 2009
    7. 7. Symbols Guidelines <ul><li>Use only one per line </li></ul><ul><li>A few may not work – e.g. English pound sign </li></ul><ul><li>Test lots of variations – and these guidelines </li></ul><ul><li>Use AdWords Editor to create ads </li></ul>November 11, 2009
    8. 8. Grayish… <ul><li>Capitalized words, e.g. FREE </li></ul><ul><li>Superlatives: Top, Leading, even Best </li></ul><ul><li>Hyphenated trademark terms, e.g. Ep-son or S e i k o </li></ul><ul><li>Trademarks in ad copy via DKI </li></ul><ul><li>Pay close attention to catch disapprovals </li></ul>November 11, 2009
    9. 9. Way Black <ul><li>Violating rules via day-parting – only when Mountain View is asleep </li></ul><ul><li>Geotargeting where competitors won’t see trademark violations – or IP exclusion </li></ul><ul><li>Shell companies and different accounts </li></ul>November 11, 2009
    10. 10. Black Hat PPC for the Concientious David Szetela [email_address] http://szetela.me Profitable PPC PPC Rockstars
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