Paid Search: Building it and Hacking it

Graham Hunter

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Adwords Crash Course

PPCAd texts

Match TypesCampaign Structure

Quality Score

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Pay Per…

CPC CPACPM

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Ad Texts

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Match Types

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Typical Campaign Structure

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Getting a little more advanced

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Match Type Bidding

Exact 100%Phrase 75%BMM 55%Broad 35%

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Syntax Based Keyword Research

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Then extrapolate

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Getting even more advanced

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Alpha/Beta Overview

1. BMM “Keyword Mining” in Beta Campaigns

2. Move winners into SKAGs with exact matched Alpha Campaigns

3. Negative terms on winners and losers in Beta Campaigns

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SKAGs with CSV for Beta Campaigns

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Thanks!

@MarketerGrahamMarketerGraham.comgraham@marketergraham.com