BlueGlass Florida presentation by Geordie Carswell from PPCBlog.com

1. Geordie Carswell geordie@ppcblog.com @geordiecarswell www.ppcblog.com Training – Tools – Private Community

2. Tactics For Stealing Ad Position

3. Why They Outrank You Likely Better Click-Through-Rate (CTR) = Better “Keyword Relevance” Quality Score Combined with: Possibly Higher CPC Bid

4. Their Current Ad = Your New Ad Them: You:

5. Next: Bid Up & Grab It Their CTR Advantage Is Now Negated Don’t Worry About ROI Right Now - Focus on Knocking Them Down Keep Upping Bid Until You See Your Ad at #1 Once You’re There, Watch Your Keyword Quality Score: Does it Go Up? Start Bidding Down a Bit at a Time, Find the Basement Then Measure Your ROI

6. PPC With Google Instant The new “grey” Google Suggest light-up is a bigger deal than instant results…

7. Google Suggest on Steroids Scoop ‘Em All: http://yoast.com/suggest/

9. Pump Your Bottom 80% In Most Adwords Accounts 20% of the Keywords Drive 80% of the Conversions What About the Other 80%? It’s Tough to Focus on the Bottom 80% - It Converts Less Often, Takes Longer to Get Data You Need to Break It Up – Make It Easier to Optimize and Concentrate On

10. “Bottom 80” Optimization Use Adwords Editor to Create a New Campaign With Identical Settings (Copy/Paste) In the New Campaign, Single Out AdgroupsThat Aren’t Converting or Getting Much Traffic Start With the Top 10 Traffic Adgroups and Write a Set of 5 Entirely New Ads, Set to Rotate Measure These 10 Adgroups Closely

11. Adgroup “Life Support” Time or Clicks: Cull the Losers from the New Ads Are Your Top 10 Keywords Converting? Yes? Tweak Your Bids & Move on to the Next 10 adgroups No? Cut Them & Move on to the Next 10 Adgroups – Be Brutal, No Sentimental Attachments!!!!

12. Big Enough? Double Serve Ads!

13. Google Says: “Integrated Search Campaigns!” Your Text Here Source: http://googleretail.blogspot.com/2010/10/barbies-50th-anniversary-best-in-class.html

14. My Favorite Tools SEMRush – Competitive Analysis & Keywords PPCBlog Mass Campaign Generator Clicktale User Session Recorder KISSinsights User Survey Tool Visual Website Optimizer: Advanced A/B Tests

15. Geordie Carswell geordie@ppcblog.com @geordiecarswell www.ppcblog.com Thank You Blueglass!