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Fasten your seatbelts! This dangerously fast two-hour workshop will have three parts, each followed by brief Q&A. In part one, we'll begin with a fast
review of the fundamentals of paid search. Our focus will be on practical steps and checks you can apply to your campaigns for immediate improvement: improving your term list, ad copy, and choice of landing pages.
In part two, we'll cover advanced topics including match types, day-parting, economic bidding, and the role of your brand in paid search. We'll dispel some myths and offer proven insider pointers.
Finally, in part three, we'll touch on some advanced topics: how to determine how much to spend on advertising, multichannel strategy and tracking, conversion as the ultimate PPC weapon, and on-page testing.
You will learn:
- When PPC works for direct response advertisers, and when it doesn't
- How to improve your term list
- How many terms to test
- What works in PPC copy and what to avoid
- The right way to determine landing pages
- The truth about match types
- Dayparting: the importance of using the right clock
- Always hit your metrics by computing bids rationally
- How much to spend on advertising
- Tracking offline search conversions
- Getting started in split and MVT page testing
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