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PPC Strategies - Mel Carson - Microsoft


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PPC Strategies - Mel Carson - Microsoft

  1. 1. Practical PPC Strategies for Better ROI <ul><li>A4U Expo </li></ul>Mel Carson adCenter Community Manager
  2. 2. The Web Is Changing Peoples Lives
  3. 3. Cost Per Monk? Well, I turned to The Web. I think I typed in something like ‘retreat’ and ‘religious vocation’. Top of the list was “The Monastery” website. And so I began to feel that God might be calling me to the priesthood. I felt I really needed to talk to someone, but I had no idea who to turn to. If it hadn’t been for THE INTERNET... I would probably still be a software engineer!
  4. 4. Demographic Targeting
  5. 5. Audience Intelligence: “bleach” They Wanted They Got
  6. 6. Act on Audience Intelligence Insight <ul><li>Across ALL Engines </li></ul><ul><li>Exclude KWs : “anime”, “manga” </li></ul><ul><li>Exclude Singapore </li></ul><ul><li>Refine Creative to: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>“ Everything on bleach detergent …” </li></ul></ul><ul><li>Bidding strategy - lower your “bleach” bid, raise your bid for keywords that match your demo </li></ul>
  7. 7. Sony
  8. 8. 35-50 Year Old Males
  9. 9. Sony Bravia 42” TV
  10. 10. Jim Sterne On Optimisation <ul><li>“ What do they do? </li></ul><ul><li>How do they feel about it? </li></ul><ul><li>What are the business outcomes? </li></ul><ul><li>Finally - how can you impact all of the above?” </li></ul>
  11. 11. 3 Take Aways!
  12. 12. 3 Take Aways! <ul><li>Be Creative with your Creative </li></ul><ul><li>Dig Deeper into the Data </li></ul><ul><li>Think about how your Customers are Feeling </li></ul>
  13. 13. Source: © 2005 Microsoft Corporation. All rights reserved. This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.