black hat ppc biddable world - nick christian
Post on 28-Nov-2014
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Black Hat PPC
Nick ChristianPaid Search Leadlastminute.com
But enough about me…
Black Hat PPC
• Competitor bidding
• Day/Night parting
• Niche location targeting
• Dodgy ad text
• URL Cloaking
• Ad feed arbitrage
More like Mad Men
We like to think of search as different…
“Last click is the worst form of attribution, except for all the others.”
Winston Churchill
Three points:
1. There’s no such thing as irrelevant traffic.
2. Everything has a conversion
rate.
3. There’s nothing you can’t afford if the price is low
enough.
The Pink Floyd PPC Profitability Pyramid
Conversion Rate
CPC ABV
ROI Rainbow
What does that mean in reality?
Learn to love
The impact…
Almost of all the account became long tail – a lot more traffic coming from a lot more places
A lot of that worked and a lot of it, in the short term at least, didn’t’
Traffic went up for no increase in spend - eventually
A much more even split of spend and sales across categories
Source: http://www.statisticbrain.com/google-searches/
2,161,530,000,000
0.041683%
1. Everything has a conversion rate.
2. There’s no such thing as irrelevant traffic.
3. There’s nothing you can’t afford if the price is
low enough.
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