szetela pubcon 2009 black hat ppc
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Black Hat PPC for the Concientious
David Szetela
http://szetela.me
Profitable PPC
PPC Rockstars
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
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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
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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
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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
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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
Black Hat PPC for the Concientious
David Szetela
http://szetela.me
Profitable PPC
PPC Rockstars