1. Steve Hammer@armondhammer@armondhammer

2. @armondhammer 3. Waysto use adwords Goal Setting Keyword matching Keyword Seeds User Intent Campaign Setup @armondhammer 4. Gem keyword found Low competition, reasonable volume Build content/Links SEO Wait for rank (2 wks?) Determine commercial potential Make an Ad PPC Run a limited test Know commercial potential now @armondhammer 5. Survey PPC Build Build Questions Hypothesis/ControlAskSplit testMeasure ActualAnalyze dataReponses@armondhammer 6. BrandedDomain had Branded orSEO22% lower CPAdomain? Branded Domain users returned 38% more often Branded SEOdomain addomain adMeasure Measure (source: internal testing) CPA CPA @armondhammer 7. SEO PPC No pure control of Control Landingindexed pagePage Is redirect cloaking? Control entry Optimum keywordsconversion could Redirect viahurt rank adwords or external Long tail traffic can optimizerconfuse results@armondhammer 8. Who do you want to notice you? Office Location Names TargetVanity Keywords Self Googling Site Name On-site content@armondhammer 9. @armondhammer 10. @armondhammer 11. @armondhammer 12. Profit per Orders per ConversionValue per order ($)customer %visitor Estimationsare a good start Visitor value Spend = Return on Ad Spend(ROAS) Dont forget your desired margin @armondhammer 13. @armondhammer 14. Well matched center Less relevant further out Bids can overcome relevance, but cost more@armondhammer 15. BroadBroad modified +word Locks High Phraseword NegativeVolume -word Eliminates[Exact] Combines Lowwith other Exactly as typed modifiersControl -[word]@armondhammer 16. @armondhammer 17. InstantSuggestionsCompetingAds SEOResults@armondhammer 18. Operator ExampleUseSite:Site:cnn.com obama Find a concept on a specific siteRelated: Related:dfwsem.org Find sites similar to another oneword linsanitySearch exactly this way dontsubstitutemore words Porsche rumors Keep the words together, in order, withno additions- (minus)Battery -alkalineExclude the concept~ (tilde)~battery Expand the word to similar ideas @armondhammer 19. @armondhammer 20. @armondhammer 21. Tool Data InterpretationHigh Broad, low exact seed withmany modifiers Very broad intentClose search volume - high intentwordsSimilar volume for close words Overlapping broad matchLow volume niche keyword focused intentPoor Commercial Intent negativecandidateHigher volume seed @armondhammer 22. NEW DIRECTIONS USE THE TOOLSUsageGeography OccasionSeedPrice Quality @armondhammer 23. @armondhammer 24. @armondhammer 25. Low intent Expensive to Cheap steal traffic Soft Goal match Challenger Useful in B-B strategyInfo BrandLocal Purchase In-person sale Expensive Goal of Sale Conversiondirections orcontact @armondhammer 26. @armondhammer 27. @armondhammer 28. @armondhammer 29. @armondhammer 30. @armondhammer 31. v@armondhammer 32. NegativeExpansion@armondhammer 33. CampaignBattery Laptop DellAd Group GeneralReplacementKeywordLaptop Battery Laptop PowerBroken laptop batteryModel E6410Battery Dell Battery @armondhammer 34. Negativematch obscenities and hatewords Dead end intent negatives added Language and channel exclusions youcant support Mobile as separate campaign, always Broad match modify seed words +laptop@armondhammer 35. Adwords.blogspot.com@armondhammer 36. Steve Hammer@armondhammer@armondhammer