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Geordie Carswell,[object Object],geordie@ppcblog.com,[object Object],@geordiecarswell,[object Object],www.ppcblog.com,[object Object],Training – Tools – Private Community,[object Object]
Tactics For Stealing Ad Position,[object Object]
Why They Outrank You,[object Object],Likely Better Click-Through-Rate (CTR) = Better “Keyword Relevance” Quality Score,[object Object],Combined with:,[object Object],Possibly Higher CPC Bid,[object Object]
Their Current Ad = Your New Ad,[object Object],Them:,[object Object],You:,[object Object]
Next: Bid Up & Grab It,[object Object],Their CTR Advantage Is Now Negated,[object Object],Don’t Worry About ROI Right Now - Focus on Knocking Them Down,[object Object],Keep Upping Bid Until You See Your Ad at #1,[object Object],Once You’re There, Watch Your Keyword Quality Score: Does it Go Up?,[object Object],Start Bidding Down a Bit at a Time, Find the Basement,[object Object],Then Measure Your ROI,[object Object]
PPC With Google Instant,[object Object],The new “grey” Google Suggest light-up is a bigger deal than instant results…,[object Object]
Google Suggest on Steroids,[object Object],Scoop ‘Em All: http://yoast.com/suggest/,[object Object]
PPC Tactics by Geordie Carswell
Pump Your Bottom 80%,[object Object],In Most Adwords Accounts 20% of the Keywords Drive 80% of the Conversions,[object Object],What About the Other 80%?,[object Object],It’s Tough to Focus on the Bottom 80% - It Converts Less Often, Takes Longer to Get Data,[object Object],You Need to Break It Up – Make It Easier to Optimize and Concentrate On,[object Object]
“Bottom 80” Optimization,[object Object],Use Adwords Editor to Create a New Campaign With Identical Settings (Copy/Paste),[object Object],In the New Campaign, Single Out AdgroupsThat Aren’t Converting or Getting Much Traffic,[object Object],Start With the Top 10 Traffic Adgroups and Write a Set of 5 Entirely New Ads, Set to Rotate,[object Object],Measure These 10 Adgroups Closely,[object Object]
Adgroup “Life Support”,[object Object],Time or Clicks: Cull the Losers from the New Ads,[object Object],Are Your Top 10 Keywords Converting?,[object Object],Yes?  Tweak Your Bids & Move on to the Next 10 adgroups,[object Object],No? Cut Them & Move on to the Next 10 Adgroups – Be Brutal, No Sentimental Attachments!!!!,[object Object]
Big Enough? Double Serve Ads!,[object Object]
Google Says: “Integrated Search Campaigns!”,[object Object],Your Text Here,[object Object],Source: http://googleretail.blogspot.com/2010/10/barbies-50th-anniversary-best-in-class.html,[object Object]
My Favorite Tools,[object Object],SEMRush – Competitive Analysis & Keywords,[object Object],PPCBlog Mass Campaign Generator ,[object Object],Clicktale User Session Recorder,[object Object],KISSinsights User Survey Tool,[object Object],Visual Website Optimizer: Advanced A/B Tests,[object Object]
Geordie Carswell,[object Object],geordie@ppcblog.com,[object Object],@geordiecarswell,[object Object],www.ppcblog.com,[object Object],Thank You Blueglass!,[object Object]

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PPC Tactics by Geordie Carswell

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