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Szetela Pubcon 2009 Black Hat PPC
 

Szetela Pubcon 2009 Black Hat PPC

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Szetela Pubcon 2009 Black Hat PPC Szetela Pubcon 2009 Black Hat PPC Presentation Transcript

  • Black Hat PPC for the Concientious David Szetela [email_address] http://szetela.me Profitable PPC PPC Rockstars
  • 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
  • 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
  • November 11, 2009
  • November 11, 2009
  • November 11, 2009
  • 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
  • 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
  • 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
  • Black Hat PPC for the Concientious David Szetela [email_address] http://szetela.me Profitable PPC PPC Rockstars