In my presentation, I’ll share secrets about how AdWords works that even Google doesn’t want you to know. I’ll reveal new data-backed research on how AdWords really works, including how important metrics such as your CPC, ad position, and even your cost per conversion are calculated.
I’ll show you how in AdWords, there are winners and losers – and how great it is to be a winner vs. how terrible it is to be a loser. I’ll show how companies going after identical keywords in the same market can pay +/- 400% for the exact same click, and winners convert those clicks at 3-5x higher than average, and reveal the weird tactics that they use. Finally, we’ll translate all of these insights into unconventional PPC strategies to drive conversions up and costs down.