getting back to your ppc foundation by aaron levy
TRANSCRIPT
back to your foundationsrecycle, re-use & rebuild@bigalittlea
BIG A
smaller a
…like the first two
letters of my name…
@bigalittlea
get it?
@SEERinteractive
seer.is/smxny2013
enhanced hair
optimizing nascar
oct ‘08
search partners
nov ‘09
sitelinks (yay!)
pla’s: round 1
mar ‘10
search funnels
re-marketing
june ‘10
ace
(still in beta, three years lata)
july ‘10
+broad +match
aug ‘10
google starts enhancin
sept ‘10
google Instant
nov ‘10
call metrics
feb & may ‘11
headlines change
may ‘11
that whole ad rotation thing
july’11
google giveth tablets
what do your campaigns
look like?
feb ‘13
enhanced campaigns
announced
they’re just
campaigns now
@fmshovlin
data-driven rebuild
from the ground up
Warning sign
8 steps to
structural heaven
1: buy ram
2: mega sq
3: categorize
ctrl + h
4: separate converters vs. non
5:
exact: focus
phrase: bonus
broad: cleanup
6: negate
watch for:
plurals vs. singular
competitors
comparisons
grammar funk
7:
+exact
brand or purchase intentno research queries
cut?
keep?
non-brand?
bad r.o.e.
8:
-24% spend
-15% cpa
-9% conversions
++ lead quality
