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Szetela Pubcon 2009 Black Hat PPC
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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!”
  • Transcript

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

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