Jeff Ferguson, CEO of Fang Digital Marketing, discusses PPC tools and strategies at an SES conference. He outlines Fang's PPC audit process, which includes analyzing campaign settings, targeting, keywords, bids, creatives, landing pages, and tracking. He discusses using tools for keyword and negative keyword expansion, creative testing, and mirror campaigns. Ferguson emphasizes that while tools are helpful, human creativity and judgment are still needed to power effective paid search marketing.

1. PPC Tools of the Trade Jeff Ferguson // CEO Fang Digital Marketing SES San Francisco 2011

2. If God did not intend for us to eat animals, then why did he make them out of meat? -- John Cleese “ “

3. PPC’s Choicest Cuts

4. The client: 35 Degrees

5. PPC Audit process Our Favorite Tool

6. PPC Audit Process Fang Digital Marketing PPC Audit Structure Campaign Settings Targeting by Network and Device Geo-targeting Campaigns Ad Groups Keywords and keyword grouping Match types Negative terms Bids Creative Number of ads Use of KWI Landing Pages Tracking Bidding strategy Tracking Conversion and ROI Impression Share and Lost Opportunities

7. PPC Tools of the trade Post PPC Audit

8. PPC Audit Process Fang Digital Marketing PPC Audit Structure Campaign Settings Targeting by Network and Device Geo-targeting Campaigns Ad Groups Keywords and keyword grouping Match types Negative terms Bids Creative Number of ads Use of KWI Landing Pages Tracking Bidding strategy Tracking Conversion and ROI Impression Share and Lost Opportunities

9. Keyword Expansion & Negative Terms

10. Keyword Expansion & Negative Terms

11. PPC Audit Process Fang Digital Marketing PPC Audit Structure Campaign Settings Targeting by Network and Device Geo-targeting Campaigns Ad Groups Keywords and keyword grouping Match types Negative terms Bids Creative Number of ads Use of KWI Landing Pages Tracking Bidding strategy Tracking Conversion and ROI Impression Share and Lost Opportunities

12. Creative Expansion and Testing

13. Creative Expansion and Testing

14. Creative Expansion and Testing

15. PPC Audit Process Fang Digital Marketing PPC Audit Structure Campaign Settings Targeting by Network and Device Geo-targeting Campaigns Ad Groups Keywords and keyword grouping Match types Negative terms Bids Creative Number of ads Use of KWI Landing Pages Tracking Bidding strategy Tracking Conversion and ROI Impression Share and Lost Opportunities

16. Campaign Expansion – Mirror Campaigns

17. Campaign Expansion – Mirror Campaigns

18. One last thing… Oh…

19. Beware of the bots! The tools are here to help, not replace Remember that your own creativity is what really powers these tools There is no “paid searchmarketing-inator”

20. Don’t forget the most important tool of all… *

21. YOU!

22. JEFF FERGUSON CEO jeff@fangdigital.com @fangdigital & @countxero & @dead_tree_media