SMX East 2013 - Rebuilding your PPC accounts to keep up with the times

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

exact: focusphrase: bonusbroad: cleanup

6: negate

watch for:plurals vs. singular

competitorscomparisons

grammar funk

+exact

brand or purchase intentno research queries

cut?keep?

non-brand? bad r.o.e.

-24% spend-15% cpa-9%

conversions++ lead

quality

[email protected]/smxny2013

@bigalittleame + pudding

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