{"id":572,"date":"2007-08-20T20:19:05","date_gmt":"2007-08-21T00:19:05","guid":{"rendered":"http:\/\/www.daviddalka.com\/createvalue\/2007\/08\/20\/ses-san-jose-2007-day-1-advanced-paid-search-techniques\/"},"modified":"2009-12-31T22:31:43","modified_gmt":"2010-01-01T03:31:43","slug":"ses-san-jose-2007-day-1-advanced-paid-search-techniques","status":"publish","type":"post","link":"https:\/\/www.daviddalka.com\/createvalue\/2007\/08\/20\/ses-san-jose-2007-day-1-advanced-paid-search-techniques\/","title":{"rendered":"SES San Jose 2007 Day 1 – Advanced Paid Search Techniques"},"content":{"rendered":"

Search Engine Marketing Speakers<\/a>:
\nJon Kelly, President, SureHits
\nEduardo Llach, Founder & COO, SearchRev
\nMatt Van Wagner, President, Find Me Faster
\nMichael Sack, Director, SEM Technology & Development, Idearc Media Corp.<\/p>\n

Eduardo Llach – Search Rev<\/p>\n

Creative and Landing Page<\/p>\n

Geo\/Metro targeting
\n–\u00a0\u00a0\u00a0 Accuracy \u2013 country 100%, state 50% , city 30%
\n–\u00a0\u00a0\u00a0 Nationwide versus top 10 metro areas testing<\/p>\n

Syndication \u2013 conversion rates vary among sites<\/p>\n

Day parting \u2013 Focus on the conversation and the CPO, bid that way too<\/p>\n

Early terms: Brand \/ Late terms<\/p>\n

Jon Kerry: Sure Hits<\/p>\n

Long tail keywords<\/p>\n

Why should you care?
\n–\u00a0\u00a0\u00a0 Small Volume Adds Up
\n–\u00a0\u00a0\u00a0 Clear Intention >> Better Conversion
\n–\u00a0\u00a0\u00a0 Less Competition >> Lower Bids<\/p>\n

What is the probability and value of these low volume clicks?<\/p>\n

Calculate Click Value<\/p>\n

Geography, Product and Request are the drivers<\/p>\n

Tag Your keywords<\/p>\n

City \u2013 poor conversation
\nState \u2013 high conversion<\/p>\n

Conversion x Value = Click Value<\/p>\n

Avoid fake tail phrases<\/p>\n

Homonyms
\nMobile, Alabama brought mobile Mobile Home Loans<\/p>\n

Florida 24% higher than Texas. 74% more clicks, population<\/p>\n

Houston Google flaw? Example<\/p>\n

Matt Van Wagner, Find Me Faster<\/p>\n

DKI mythology<\/p>\n

\u201cUsed fish\u201d example from Yahoo!<\/p>\n

\u201cUsed cigars\u201d from Microsoft<\/p>\n

\u201cPaid search advertisements\u201d<\/p>\n

Dynamic Text Insertion<\/p>\n

How DKI works on Google\u2026<\/p>\n

Case sensitive<\/p>\n

Proper state abbreviations<\/p>\n

Do not display in your URL\u2026<\/p>\n

Expanded Broad Matching<\/p>\n

\u201cused underwear\u201d search<\/p>\n

Bad broad match term<\/p>\n

Panama \u2013 alternate text<\/p>\n

Keyword, alternate text and default text<\/p>\n

Dynamic \u2013 Text insertion is well regarded<\/p>\n

DKI works best when they are tightly organized around sneakers<\/p>\n

Michael Sack, Ideaarc<\/p>\n

Day Parting \u2013 When to use<\/p>\n

Competitive market conditions
\nLimited sales windows
\nDemographics<\/p>\n

Pre-requisites
\n– Need to be doing on an hourly basis
\n– Plot performance against time<\/p>\n

Hi-lo Optimization<\/p>\n

Keywords are like an investment<\/p>\n

Bidding is like Blackjack<\/p>\n

Uneducated players change the table
\n– They can cost you money
\n– They ruin the landscape
\n– Same thing happens with PPC<\/p>\n

What to do?
\n– Portfolios
\n– Set rules and Objectives
\n– Measure performance<\/p>\n

Diversify
\n– More keywords (covered)
\n– Leverage the \u201cTail\u201d<\/p>\n

Bid more effectively<\/p>\n","protected":false},"excerpt":{"rendered":"

Search Engine Marketing Speakers: Jon Kelly, President, SureHits Eduardo Llach, Founder & COO, SearchRev Matt Van Wagner, President, Find Me Faster Michael Sack, Director, SEM Technology & Development, Idearc Media Corp. Eduardo Llach – Search Rev Creative and Landing Page Geo\/Metro targeting –\u00a0\u00a0\u00a0 Accuracy \u2013 country 100%, state 50% , city 30% –\u00a0\u00a0\u00a0 Nationwide versus […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2],"tags":[],"class_list":["post-572","post","type-post","status-publish","format-standard","hentry","category-search-engine-marketing"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t