PPC session – Google AdWords – Searchfest 2009

Posted • March 14, 2009 • Comments Off

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The PPC session at Searchfest 2009 focused on Google AdWords

Moderator: Scott Orth

Scott Orth Scott is the Vice President of Marketing Strategies at Pixelsilk responsible for launching the world’s most comprehensive SEO-enabled Content Management System.

Real-time marketing

Stellar Return on Investment
40% searchers look to PPC for quality, local business
Easily Trackable

Brad Geddes – BG Theory

Google’s Quality Score

Brad Geddes Change your quality score rather than raising your bid
AdRank=(Quality Score)x(Max CPC)

Geographic performance reports
Relevance of keyword to ad copy
Separate keywords into ad group
BAD landing pages can hurt quality score more than everything else!

You don’t have to have the actual keyword on the page or in the copy. The theme has to be relevant.
Transparency
Navigation

Quality Score for Content

Quality Score is determined at the AD Group level

Next to each keywords lots of information available by clicking on the magnifying glass quality score icons.

Placement / Keyword Report

Keyword Quality Score

MICROSOFT EXCEL PIVOT TABLE

Things do change over time set up automatic reports to be sent to you.

Dan Sundgren – People Finders

Painting the Golden Gate Bridge

Dan Sundgren

Define Metrics and Success
Establish / Define / Improve Tracking
Be Happy but Not Necessarily Thrilled with Landing Pages / Funnels
Audit and Analyze Your Accounts
Fix Your Structure – Ad Groups should be thematic in structure
Expand and Contract Keywords –
Refine Your Copy and Build a Testing Process
Analyze budgets and Market Share – You need to be fearless in this environment
Implement New Channels and OPS
Repeat GYM

Joanna Lord – The Online Beat

Advanced Landing Pages

Joanna Lord Landing Pages

Specific
Clean and concise
Call to action
Branded, Certified, Trusted

In-House Tactics

build out landing page templates
CMS
Auto-Expire pages
Preview / Q&A System
data collection
Auto-Remove Bad Performers

On-Site Tactics

A lot more complicated
see Monster
Secondary conversions
You need to speak to dual audiences
Addressing customer concerns

In conclusion

Anticipate your user flows
Go beyond the conversion
Push your testing
Look at your user experience rather than conversion…

Dan Hobin – G5 Search Marketing

Local PPC

Dan Hobin Measuring transactions from online to off-line.
Local Action Path

Search
SERP
Click
Landing page
Lead capture

Lead response
Onsite visit
Rental

How We Measure

Dynamic phone numbers
Web Forms
Dynamic Coupons

Results – What’s Working

Cost per visitor
Cost per lead
Cost per customer
Money per customers
Number of customers

Late,
Gary Pool

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