black hat ppc biddable world - nick christian
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Black Hat PPC
Nick ChristianPaid Search Leadlastminute.com
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But enough about me…
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Black Hat PPC
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• Competitor bidding
• Day/Night parting
• Niche location targeting
• Dodgy ad text
• URL Cloaking
• Ad feed arbitrage
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More like Mad Men
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We like to think of search as different…
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“Last click is the worst form of attribution, except for all the others.”
Winston Churchill
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Three points:
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1. There’s no such thing as irrelevant traffic.
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2. Everything has a conversion
rate.
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3. There’s nothing you can’t afford if the price is low
enough.
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The Pink Floyd PPC Profitability Pyramid
Conversion Rate
CPC ABV
ROI Rainbow
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What does that mean in reality?
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Learn to love
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The impact…
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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’
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Traffic went up for no increase in spend - eventually
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A much more even split of spend and sales across categories
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Source: http://www.statisticbrain.com/google-searches/
2,161,530,000,000
0.041683%
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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.