Intermediate PPC

“Sculpting KW Lists and Testing Copy-Your 2 Big Guns”

Dan SundgrenFeb. 22,2013

It’s a Dog Eat Dog World

Norm….

"How's it going Mr. Peterson?""It's a dog eat dog world, Woody and I'm wearing Milk Bone underwear.”

Gun One: Keywords

• Separate Search, Mobile and GDN

• Separate match types for head terms for search

• Negative sculpting is critical

• Pull your search logs in your analytics

Sculpting

• Run a search terms report in Adwords

• Also drill down on your analytics search terms report to identify new KW’s and Negatives

• Apply a standard negative list to ALL campaigns (think porn terms) + refine on the adgroup level

Gun Two: Ad Copy

And the winner is….

***Source: Certified Knowledge. Brad Geddes http://certifiedknowledge.org/about/brad-geddes/

Smoking Pork Shoulder

QUESTIONS?THANK YOU!

dansundgrens@gmail.com206-910-6912

LinkedIn (Slideshare link there)www.linkedin.com/in/sundgren