smx east 2013 - rebuilding your ppc accounts to keep up with the times
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back to your foundationsrecycle, re-use & rebuild@bigalittlea
BIG A
smaller a
…like the first two letters of my name…
@bigalittlea
get it?
@SEERinteractive
seer.is/smxny2013
enhanced hair
optimizing nascar
oct ‘08search partners
nov ‘09 sitelinks (yay!)pla’s: round 1
mar ‘10search funnelsre-marketing
june ‘10 ace
(still in beta, three years lata)
july ‘10+broad +match
aug ‘10google starts enhancin
sept ‘10google Instant
nov ‘10call metrics
feb & may ‘11headlines change
may ‘11that whole ad rotation thing
july’11google giveth tablets
what do your campaigns look like?
feb ‘13 enhanced campaigns
announced
they’re just campaigns now
@fmshovlin
data-driven rebuildfrom the ground up
Warning sign
8 steps to structural heaven
1: buy ram
2: mega sq
3: categorize
ctrl + h
4: separate converters vs. non
5:
exact: focusphrase: bonusbroad: cleanup
6: negate
watch for:plurals vs. singular
competitorscomparisons
grammar funk
7:
+exact
brand or purchase intentno research queries
cut?keep?
non-brand? bad r.o.e.
8:
-24% spend-15% cpa-9%
conversions++ lead
quality
[email protected]/smxny2013
@bigalittleame + pudding