Download - Szetela Pubcon 2009 Black Hat PPC
![Page 1: Szetela Pubcon 2009 Black Hat PPC](https://reader036.vdocuments.us/reader036/viewer/2022082916/54c4a0334a79597f5e8b4580/html5/thumbnails/1.jpg)
Black Hat PPC for the Concientious
David Szetela
http://szetela.me
Profitable PPC
PPC Rockstars
![Page 2: Szetela Pubcon 2009 Black Hat PPC](https://reader036.vdocuments.us/reader036/viewer/2022082916/54c4a0334a79597f5e8b4580/html5/thumbnails/2.jpg)
April 10, 2023 2April 10, 2023 2
I’ll Cover…
White, Black and Gray
My favorite Gray Hat techniques
Ones I consider Black – to be avoided
![Page 3: Szetela Pubcon 2009 Black Hat PPC](https://reader036.vdocuments.us/reader036/viewer/2022082916/54c4a0334a79597f5e8b4580/html5/thumbnails/3.jpg)
April 10, 2023 3
Gray Matter Ponders Gray Areas
White: everybody does it
White: clever things I discover
Gray: might get you wrist-slapped but not
de-listed
Black: will definitely get you de-listed
![Page 4: Szetela Pubcon 2009 Black Hat PPC](https://reader036.vdocuments.us/reader036/viewer/2022082916/54c4a0334a79597f5e8b4580/html5/thumbnails/4.jpg)
April 10, 2023 4
![Page 5: Szetela Pubcon 2009 Black Hat PPC](https://reader036.vdocuments.us/reader036/viewer/2022082916/54c4a0334a79597f5e8b4580/html5/thumbnails/5.jpg)
April 10, 2023 5
![Page 6: Szetela Pubcon 2009 Black Hat PPC](https://reader036.vdocuments.us/reader036/viewer/2022082916/54c4a0334a79597f5e8b4580/html5/thumbnails/6.jpg)
April 10, 2023 6
![Page 7: Szetela Pubcon 2009 Black Hat PPC](https://reader036.vdocuments.us/reader036/viewer/2022082916/54c4a0334a79597f5e8b4580/html5/thumbnails/7.jpg)
April 10, 2023 7
Symbols Guidelines
Use only one per line
A few may not work – e.g. English
pound sign
Test lots of variations – and these
guidelines
Use AdWords Editor to create ads
![Page 8: Szetela Pubcon 2009 Black Hat PPC](https://reader036.vdocuments.us/reader036/viewer/2022082916/54c4a0334a79597f5e8b4580/html5/thumbnails/8.jpg)
April 10, 2023 8
Grayish…
Capitalized words, e.g. FREE
Superlatives: Top, Leading, even Best
Hyphenated trademark terms, e.g. Ep-son
or S e i k o
Trademarks in ad copy via DKI
Pay close attention to catch disapprovals
![Page 9: Szetela Pubcon 2009 Black Hat PPC](https://reader036.vdocuments.us/reader036/viewer/2022082916/54c4a0334a79597f5e8b4580/html5/thumbnails/9.jpg)
April 10, 2023 9
Way Black
Violating rules via day-parting – only
when Mountain View is asleep
Geotargeting where competitors won’t
see trademark violations – or IP
exclusion
Shell companies and different accounts
![Page 10: Szetela Pubcon 2009 Black Hat PPC](https://reader036.vdocuments.us/reader036/viewer/2022082916/54c4a0334a79597f5e8b4580/html5/thumbnails/10.jpg)
Black Hat PPC for the Concientious
David Szetela
http://szetela.me
Profitable PPC
PPC Rockstars