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are you doing it right?
ppc: best & not-so-best practices


Date: 8/1/12
Author: aaron levy
@bigalittlea
@bigalittlea

1: jumping in to ppc!
@bigalittlea
@bigalittlea

1: jumping in without preparing
@bigalittlea




how are you going to measure
          success?
@bigalittlea




who's picking up the phone?
@bigalittlea




sending the emails?
@bigalittlea




how’s your inventory?
@bigalittlea




does your site work??
@bigalittlea

2: tracking conversions
@bigalittlea
@bigalittlea

2: tracking conversions that don’t matter
@bigalittlea

          one per click




total number of unique converters
@bigalittlea

when should i use one per click?

          contact us
          whitepaper
            demo
@bigalittlea

      many per click




total number of conversions
@bigalittlea

when should i use many per click?

        $$$$$$$$$$$$
@bigalittlea




what makes you money?
@bigalittlea

3: bidding on broad keywords to research
@bigalittlea




we can’t think of everything
@bigalittlea

3: bidding on really broad keywords
@bigalittlea
@bigalittlea




think of how people search
@bigalittlea




do you want traffic or revenue?
@bigalittlea

4: ad copy with a call to action and strong
            value propositions
@bigalittlea

4: value propositions where you don’t win
@bigalittlea
@bigalittlea




…that is more dollars?
@bigalittlea
@bigalittlea




…that is less people?
@bigalittlea




you don’t have much space
@bigalittlea




put your best foot forward
@bigalittlea

5: testing bids
@bigalittlea
@bigalittlea

5: bidding for #1
@bigalittlea




bid what you can afford
@bigalittlea

6: testing other engines
@bigalittlea




+__________
@bigalittlea
@bigalittlea

6: cloning campaigns to other engines
@bigalittlea
@bigalittlea

7: testing tablets (or phones!)
@bigalittlea
@bigalittlea

7: testing tablets with a busted site
@bigalittlea




quirktools.com/screenfly
@bigalittlea

8: building landing pages
@bigalittlea
@bigalittlea

8: writing essays
@bigalittlea
@bigalittlea
@bigalittlea
@bigalittlea

  8a: doing this:

REALLY
@bigalittlea
@bigalittlea

9: retargeting to capture lost conversions
@bigalittlea
@bigalittlea

9: annoying everybody with retargeting
@bigalittlea
@bigalittlea




  i log into my account a few
times a week to check on my
             billions*



                                *…hundreds
@bigalittlea
@bigalittlea
@bigalittlea
@bigalittlea




people in the industry do it too…
@bigalittlea
@bigalittlea
@bigalittlea
@bigalittlea

10: testing social
@bigalittlea




• @bigalittlea
@bigalittlea

10: testing social because it’s there
@bigalittlea




what is a like worth to you?
@bigalittlea




a new follower?
@bigalittlea




more plusses?
@bigalittlea
@bigalittlea

testing , analyzing, retesting, reanalyzing
@bigalittlea

….not?
@bigalittlea
• Wakko slide

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PPC - Are you doing it right?