what 17 years & £120 million taught me about ppc
TRANSCRIPT
Established in 2007 3x Inc5000 recipient Based in Baltimore, Maryland Now Open For Business In UK
Focused on Driving Revenue for Mid Market Companies Through:
• Analysis & Strategy• Branding & Creative• Website Development• Inbound Marketing• Conversion Rate Optimization• And, of course, Paid Media!
About Groove
◼ A Brief History Of Paid Search◼ Current Actionable “Best Practise”
Ideas◼ A Look Into The Future
What We Are Covering
◼ Don’t be obvious – Don’t name your Campaigns – “Top 10 keywords” unless you are throwing your competition a curve ball
◼ Use the human factor – Man will win over machine, every time.
◼ Use labels to “group” your cool stuff, keep the campaign/adgroup structure in line with your site structure
BE A NINJA
◼ Don’t do something just because a search engine tells you
◼ Dynamic Keyword Insertion (DKI) can work…
◼ Always use dedicated PPC landing pages – Devoid of fluff
◼ Don’t just import Google to Bing and think you are done
ZAG VS. ZIG
◼ Day Of Week◼ Time Of Day◼ Specific Device◼ Context in the “moment”◼ Competitive Landscape• Find your ”teletrack”
◼ Always Be Testing Hypothesis◼ Be Friendly With The Search
Engines – Get On Betas◼ Be Prepared To Make Mistakes◼ Set Aside ROI = 0% Budget For
Tests
TAKE RISK
◼ Extensions (Sitelinks, App, Call, Callout, Image, Location, Review)
◼ Remarketing◼ Analytics◼ Tag Management◼ Quality Score = User Experience◼ Move With Your Audience
TOP THINGS TO FOCUS
ON
◼ Cross Device Tracking◼ Virtual Reality◼ Social Growth◼ Bing Growth◼ Google Market Share Dropping
THINGS FOR THE FUTURE