2.  Started working in PPC in 2006
 Joined SEER Interactive in 2007
 Started in 2002 as SEO Agency
 SEO, PPC & Analytics focused
 Adwords & adCenter Qualified Company
 Spearhead 12 person PPCTeam
 All Adwords & adCenter Qualified
 Follow me @Crystala
 Email me Crystala@seerinteractive.com

3.  Internet advertising model on search engines
and content networks where advertisers only
pay when a user CLICKS on an ad.
 PPC = Pay per Click
 CPC = Cost per Click

13.  Settings

14.  Settings

15.  Settings
 Targeting Options – Campaign Level only
 Country, State, City, Zip Code, Custom

16.  Account Structure: Using 1 Campaign & 1 Ad
Group

17.  Keywords: Only using Broad Match
 [Free trial] – query much match exactly
 “Free trial” – query must contain phrase
 +FreeTrial – query must contain free
 +Free +Trial – query must contain both free & trial; any
order
 FreeTrial – query can be relevant, or similar

19.  Keywords: Not using Negatives
 Keyword Negatives for Search Campaigns
 Negative MatchTypes
▪ Broad, Phrase, Exact
▪ Free trial – excludes terms with both terms
▪ “free trial” – excludes terms with phrase “free trial”
▪ [free trial] – excludes terms that match [free trial] exactly

20.  Site Exclusions
for Content
Campaigns

21.  No bid strategy
 Bids set at Campaign level
 Bids set too high for budget
▪ $10 bids with $10 daily budget = no clicks

22.  Tracking:
 Not using ConversionTracking

23.  Tracking:
 Not testing tracking

24.  Tracking: Not using Auto-Tagging for Google
Analytics

25.  Ad Copy
 No Benefits/UVPs
 No Feature Description
 No Call to Action
 No Relevancy

26.  Ad Copy
 Running only 1 ad
 Default “optimize” setting

27.  Poor Landing Pages
 Broken pages
 All traffic to homepage
 Irrelevant pages
 No clear Call to Action

29.  Don’t Set & Forget!
 Setup Automated Alerts

35. 1. Start with the end in mind
 What is your business objective?
 What ACTION do you want people to take?
 The end goal is NOT to drive traffic

36. 2. Know what success looks like
 What is the maximum you are willing to pay per
lead?
 Does quality or quantity matter most?

37. 3. Know your Business
 Target Audience
▪ Are they only in the US? Only in Maryland? Only in
Baltimore?
▪ Are they women? Men?
 Seasonality
▪ Do sales peak in Summer? During the Holiday?
 Focus
▪ Is there a particular product or service
you want to focus on?

38. 4. Do the Research
 Don’t just guess!
▪ Adwords KeywordTool
▪ ContextualTargetingTool
▪ AdwordsTraffic Estimator
▪ Analytics

39. 5. Communicate the right message
 Drive users to take the action you want
 Emphasize benefits, UVPs, offers, credibility, etc.
 Call to Action

40. 6. Track,Track,Track
 FREE tracking – Adwords ConversionTracking,
Google Analytics
 PhoneTracking

41. 7. Measure, Measure, Measure
 Are you hitting your goals?

42. 8. Don’t Set & Forget
 Continuously optimize to reach goals

44.  ContextualTargetingTool

45.  Call Metrics

46.  Conversion Optimizer

47.  Adwords Campaign Experiments - ACE

48.  Search Funnels

49.  Sitelinks

50.  Remarketing

51.  Remarketing

52.  Adwords Blog: http://adwords.blogspot.com/
 Google Ads - Ad Innovations:
http://www.google.com/ads/innovations/index.html
 AdCenter Blog:
http://community.microsoftadvertising.com/blogs/advertiser
/default.aspx?
 Best PPC Blogs: http://www.boostctr.com/blog/paid-
search/best-ppc-blogs
 PPC Mind Meld: http://ppcmindmeld.com/
 Twitter:
 #ppc, #adwords, #adCenter, #ppcchat (Tuesdays 12pm
EST)