1. 1. The Future of PPC: Start Now! David Szetela Clix Marketing http://szetela.me
2. 2. October 5, 2010 Download Free Copy: http://CustomersNowBook.com
3. 3. October 5, 2010 Available Now http://PPC1Hour.com
4. 4. Today Ill Cover:
   • Non-site Conversions
   • Stop Micro-managing Keyword Bids
   • Turbo Campaign Editing
   • Hyper-Targeting with AdWords
   • Hyper-targeting with Facebook, LinkedIn
   October 5, 2010
5. 5. Coming Soon: Non-web Conversions October 5, 2010
6. 6. Auto Keyword Bid Management
   • Google Conversion Optimizer
   • Available for every campaign with at least 15 conversions in previous 30 days
   • Works on Search and Display Campaigns
   October 5, 2010
7. 12. Next Steps
   • Be patient
   • Monitor Results
   • Tweak Target CPA bids if necessary
8. 13. Caveat
   • Anticipate peaks and valleys, and adjust Target CPA
9. 14. Turbo-editing with AdWords Editor
   • • Fast campaign construction and editing
   • • Huge time-saver
   • • Lots of expert techniques
   • • Good starting point for Microsoft campaigns
10. 15. Segmenting Ad Groups with AdWords Editor October 5, 2010
11. 16. Copy and Paste Ad Group October 5, 2010
12. 17. Change the Name of the Copy October 5, 2010
13. 18. Click on Keywords Tab October 5, 2010
14. 19. Set Up a keyword Filter October 5, 2010
15. 20. Delete Filtered Keywords October 5, 2010
16. 21. Keyword Subset is Left October 5, 2010
17. 22. Add Exact Match Versions of All keywords October 5, 2010
18. 23. Add Exact Match Versions of All keywords October 5, 2010
19. 24. Add Exact Match Versions of All keywords October 5, 2010
20. 25. October 5, 2010
21. 26. October 5, 2010
22. 27. October 5, 2010
23. 28. Instructions for adCenter Export
    • http://bit.ly/bWdvB0
    October 5, 2010
24. 29. Hyper-targeting with AdWords October 5, 2010
25. 30. Remarketing Resources
    • http://ClixMarketing.com/blog/remarketing
26. 31. Advertiser Benefits
    • People who visit your site see your ads on Google Display Network sites thereafter
    • Ads (and even landing pages) can be customized for the visitor behavior (e.g. abandoned shopping cart)
27. 32. Concepts
    • Audience
    • Remarketing Lists
28. 33. Method
    • Define Visitor Subset
    • Create the corresponding Remarketing List
    • Past remarketing code on appropriate pages
    • Create an ad group targeting the entire display network
29. 34. Example 1
    • Return to Site
30. 35. Example 1
31. 36. Example 2
    • Visited Department
32. 37. Example 2
33. 38. Example 3
    • Shopping Cart Abandoned
34. 39. Example 3
35. 40. Announced Yesterday: Interest-Based Advertising October 5, 2010
36. 41. Social Media PPC Rules
    • 600 Million Potential Customers
    • Relatively low competition
    • Insanely great targeting capabilities
37. 42. Getting Started
    • Go tohttp://www.facebook.com/advertising/
    • Click on the Create an Ad button
38. 43. Getting Started
39. 44. Start with an Ad
40. 45. Start with an Ad
41. 46. Specify Targeting
42. 47. Geographic Targeting
43. 48. Geographic Targeting
44. 49. Demographic Targeting
45. 50. Likes and Interests
46. 51. Set Budgets and Bids
47. 52. Create Account Details
48. 53. 2 Emails Later
49. 54. Main PPC Web Interface
50. 55. Implement Conversion Tracking
51. 56. Implement Conversion Tracking
52. 57. Campaign Performance Web Interface
53. 58. Conversion Performance Reports
54. 59. Conversion Performance Reports
    • Post-Impression: conversions that result from people seeing the ad but not necessarily clicking on it
    • Post-click: conversions that result from people clicking on the ad
55. 60. Demographic Report
56. 61. Responder Profile Report
57. 62. Hyper-Target Ad/Landing Page Combinations
58. 63. Targeting Roulette Players in Swanage
59. 64. Roulette/SwanageLanding Page October 5, 2010
60. 65. Blackjack/BournemouthLanding Page October 5, 2010
61. 66. More Resources
    • Facebook Ad Help Files
    • Facebook Ads Fan Page -http://www.facebook.com/FacebookAds
62. 67. LinkedIn Advantages
    • Worlds largest professional social network
63. 68. Prominent Ad Placement
64. 69. Getting Started
    • http://www.linkedin.com/companies
65. 70. Getting Started
    • https://www.linkedin.com/directads/
66. 91. Advice
    • Read the guidelines:http://www.linkedin.com/static?key=pop%2Fpop_sas_guidelines
    • Read my book:http://clixmarketing.com/CustomersNow
    • Create a LinkedIn Company Profile
67. 92. Advice
    • Tag urls to track conversions via Google Analytics
    • Test a wide variety of ad texts ad designs
    • Set ads to Rotate
68. 93. Direct Links:
    • DirectAds Homepage
    • https://www.linkedin.com/directads
    • Manage Ads
    • https://www.linkedin.com/directads/home
    • Create Another Ad
    • https://www.linkedin.com/directads/create
69. 94. The Future of PPC: Start Now! David Szetela Clix Marketing http://szetela.me