This document discusses tactics for pay-per-click (PPC) advertising campaigns. It provides tips for improving click-through rates and outranking competitors by gradually increasing bids. It also recommends regularly optimizing low-performing keywords by testing new ad variations and culling losers. Other tips include using multiple ads targeted to the same keyword, taking advantage of Google Suggest, and using various tools to analyze competitors and optimize landing pages.

1. Geordie Carswell
geordie@ppcblog.com
@geordiecarswell
www.ppcblog.com
Training – Tools – Private Community

2. Tactics For Stealing Ad Position

3. Why They Outrank You
• Likely Better Click-Through-Rate (CTR) = Better
“Keyword Relevance” Quality Score
• Combined with:
• Possibly Higher CPC Bid

4. Their Current Ad = Your New Ad
Them:
You:

5. Next: Bid Up & Grab It
• Their CTR Advantage Is Now Negated
• Don’t Worry About ROI Right Now - Focus on
Knocking Them Down
• Keep Upping Bid Until You See Your Ad at #1
• Once You’re There, Watch Your Keyword Quality
Score: Does it Go Up?
• Start Bidding Down a Bit at a Time, Find the
Basement
• Then Measure Your ROI

6. PPC With Google Instant
The new “grey” Google Suggest light-up is a
bigger deal than instant results…

7. Google Suggest on Steroids
• Scoop ‘Em All: http://yoast.com/suggest/

9. Pump Your Bottom 80%
• In Most Adwords Accounts 20% of the
Keywords Drive 80% of the Conversions
• What About the Other 80%?
• It’s Tough to Focus on the Bottom 80% - It
Converts Less Often, Takes Longer to Get Data
• You Need to Break It Up – Make It Easier to
Optimize and Concentrate On

10. “Bottom 80” Optimization
• Use Adwords Editor to Create a New
Campaign With Identical Settings (Copy/Paste)
• In the New Campaign, Single Out Adgroups
That Aren’t Converting or Getting Much Traffic
• Start With the Top 10 Traffic Adgroups and
Write a Set of 5 Entirely New Ads, Set to
Rotate
• Measure These 10 Adgroups Closely

11. Adgroup “Life Support”
• Time or Clicks: Cull the Losers from the New
Ads
• Are Your Top 10 Keywords Converting?
• Yes? Tweak Your Bids & Move on to the Next
10 adgroups
• No? Cut Them & Move on to the Next 10
Adgroups – Be Brutal, No Sentimental
Attachments!!!!

12. Big Enough? Double Serve Ads!

13. Google Says: “Integrated Search Campaigns!”
Source: http://googleretail.blogspot.com/2010/10/barbies-50th-
anniversary-best-in-class.html

14. My Favorite Tools
• SEMRush – Competitive Analysis & Keywords
• PPCBlog Mass Campaign Generator
• Clicktale User Session Recorder
• KISSinsights User Survey Tool
• Visual Website Optimizer: Advanced A/B Tests

15. Geordie Carswell
geordie@ppcblog.com
@geordiecarswell
www.ppcblog.com
Thank You Blueglass!