Paid Search Fundamentals #smx
Moderator: Detlev Johnson, CEO, SearchReturn
Speaker: Matt Van Wagner, President, Find Me Faster
- PPC and SEO are complementary
- Focus on 2-3 word terms; use one word keyword only very rarely if ever
- Watch conversion rates/web logs
- Hone in on important high-traffic terms
- Negative match – excluding keywords
- Reduce ad impressions on non-productive searches
Speaker: Karon Thackston, President, Marketing Words
- How to create a PPC ad: use keywords in headlines whenever possible, know what your customers are looking for, write a long paragraph and narrow it down, include negative/filtering language when applicable, test, tweak, track…