Just got finished presenting on the panel - Defending Your Paid Search Budget Against Fad Ads and am now in the Avoiding PPC Pitfalls session.
Amy from Closed Loop Marketing is presenting the evils of broad match and advanced match with some prime examples of why you shouldn’t be running all your campaigns on broad match.
It is truely amazing how much liberty the engines take with broad match from related keywords, stemming, and liberties taken with geographical targeting on local targeted keywords.
General guidelines to deal with match types:
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Build out singular and plural terms
Avoid broad & advanced match on broad terms
Build out an extensive negative list
Pull the search query performance report from Google
Buy the most valuable traffic first
Then use AdGooRoo to get more visibility into your online visibility and that of your competitors.
Up next - Addie Connor from Course Advisor
This presentation focuses on account structure geared toward streamlining reporting, improving quality score, and improving all around performance.
Considerations when setting up PPC search campaigns include:
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Static vs. dynamic ads
Display URLs
Sales & promotions
Budgeting issues
GEO targeting needs
Content vs. search
Dayparting
Reporting format & needs
Develop the keywords and ad groups in tandem while keeping in mind the landing pages and ad templates.
What to do if the account is inherited?
Quality score is combinations of ad text and keywords so if you inherit an account and preserve that, then try to keep the keyword and ad text combinations.
One Other Dude - Clix Marketing
What to do about PPC content campaigns to make them perform for you.
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Content ads on the engines don’t get matched to relevant content like you would think they do.
Content algo looks at a group of keywords and asigns it a theme - there are 594 of them in Google.
Your keywords should reflect the type of sites and content where you want ot apear.
These themes appear in the other targeting options in Google
Match types are irrelevant in content
Indiviual bids are irelevant
Content ads need to stand out
Yell - you need to get attention because the focus is on content telecharger jeu de poker gratuitesune régle du jeu de pokerle poker online françaistriche poker onlinepoker en ligne bonusregles de jeux du pokerjouer poker texasjoué au poker en ligne gratuitementpoker en ligne gratuiworld poker series tournamentpoker game onlineregles poker texasstud pokerjeu de texas holdemjouez au pokerpoker en ligne sur macjeux online poker tourpoker en ligne gratuisjeux gratuitesdescargar juegos de poker gratispai gow poker portal webfive card studpoker caribe paginas webcaribbean poker paginas webtorneos pokerjugar poker webcard game pokerpacific poker comcaribbean poker portales internetjugar omaha poker en lineapoker pc gamecartas en el pokerstrip poker gamesel mejor poker en lineajuegos strep pokerpoker en linea,juego de poker en linea,poker en linea gratiscartas poker gratisbonus de poker online7 card stud en lineapoker downloadstrip poker descarga gratisjuegos de poker para descargarjuegos de polly pokerpoker texas holdem gratisstrip poquerpoker caribe portalessuper pokerdescarga gratis juegos pokerpoker caribe portales internetholdem poker gratis not on your ads
Be more competitive to get more attention - free shipping, sales, % off
Quality score doesnt count as much in Google content - need to be in position 4 to get visibility
