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.