Amazing Paid Search Tactics & Tools Jennifer Slegg JenniferSlegg.com @jenstar

Jennifer Slegg JenniferSlegg.com @jenstar Jennifer Slegg Owner of JenSense Blogs on search marketing at JenniferSlegg.com Consulting for SEO, PPC, content marketing & content monetization Twitter: @jenstar Email: jenstar@gmail.com

Jennifer Slegg JenniferSlegg.com @jenstar

Jennifer Slegg JenniferSlegg.com @jenstar AdWords Targeting by Income Based on neighborhood incomes from IRS data. Tailor ads to specific incomes. Lower income look for deals and sales. Higher income look for quality and service. http://3qdigital.com/featured/household-income-targeting- adwords-yup/

Jennifer Slegg JenniferSlegg.com @jenstar AdWords Targeting by Income Lead Gen AdWords Campaign Targets middle class 3 weeks (May 14 June 3) No bid modifiers used based on income at this time

Jennifer Slegg JenniferSlegg.com @jenstar AdWords Targeting by Income Courtesy Susan Waldes @suzyvirtual

Jennifer Slegg JenniferSlegg.com @jenstar AdWords Targeting by Income Significantly higher brand searches by lower income (bottom 50%) Possibly due to television campaign that reinforced branding Also had highest CTR (11.33% CTR) Non-brand top 10% vs bottom 50% CPL is $20 different Only about 50% of searches could Google income target Seemed to be equally split between Google and partners

Jennifer Slegg JenniferSlegg.com @jenstar Sitelinks Shorter Sitelinks perform better (12 characters NOT 25)

Jennifer Slegg JenniferSlegg.com @jenstar Sitelinks Things like and can make it stand out For marketing, you CAN link to your Pinterest, YouTube, Instagram or Tumblr accounts. Dont forget grammar 101

Jennifer Slegg JenniferSlegg.com @jenstar Bending the Rules Watch competitive keywords to see what interesting tactics are being used in competitive market areas. Payday loans Car insurance Loans Mortgage Credit cards Mesothelioma Dont break the TOS. But ask your account rep if it is a beta test you can join.

Jennifer Slegg JenniferSlegg.com @jenstar Negative Keyword Campaigns If you run a huge negative keyword list, run the best of the negatives keyword campaigns at rock bottom PPC. Keywords with low conversions Semi-targeted keywords Negatives by location Oops keywords Also gives a second look to any keywords that may have been added to negative keyword list accidently or by another PPC manager

Jennifer Slegg JenniferSlegg.com @jenstar Negative Keyword Campaigns B2C market targeting parents We chose 100 keywords in negative keyword list Keyword1 3.8% CTR; ROI higher than average Keyword2 2.9% CTR; ROI higher than average Keyword3 2.3% CTR; ROI average Group of dozen or so 2.0%+ CTR However, there were some that performed >0.5% CTR that we removed quickly

Jennifer Slegg JenniferSlegg.com @jenstar Negative Keyword Campaigns B2B tech market We chose 85 keywords from negative list 1 keyword 6% CTR with double average ROI Now one of their best performing keywords 3 keywords 2-3% CTR with average ROI Deleted the remainder and added back to negative list

Jennifer Slegg JenniferSlegg.com @jenstar Negative Keyword Campaigns Why these keywords were in the negative list: Error in cut and paste That is not how we refer to our product/market Regionality errors (pop/soda/sodapop)

Jennifer Slegg JenniferSlegg.com @jenstar Vanity Campaigns You know your ad copy works & converts best BUT that stubborn owner who insists HIS ad copy is better! Instead of banging your head against that wall, create a quick vanity campaign Select keywords (what the boss searches for when he wants to see his ad fortunately, they are seldom the money ones) Geotarget as close to his office and home as possible

Jennifer Slegg JenniferSlegg.com @jenstar Mobile Design Flaws Dont believe a site is mobile friendly Chrome mobile emulation tool NEW tool from Google (May 2014) Login to Google Webmaster Tools Site must be verified https://www.google.com/webmasters/tools/googlebot-fetch Mobile: Smartphone; Mobile: XHTML/WML; Mobile cHTML

Jennifer Slegg JenniferSlegg.com @jenstar Mobile Design Flaws

Jennifer Slegg JenniferSlegg.com @jenstar Mobile Design Flaws Change in Googles natural search means if your organic competitors are doing it wrong, paid ads can benefit more.

Jennifer Slegg JenniferSlegg.com @jenstar Quick List of Never Ever

Jennifer Slegg JenniferSlegg.com @jenstar Clickfraud prevention

Jennifer Slegg JenniferSlegg.com @jenstar Current Events Fail Always add negative keywords based on current events or disasters with content ads Car ads on Paul Walker death articles Cruise line ads on Costa Concordia disaster At best, they wont get clicked At worst, someone will report your ad showing up on an inappropriate article as news

Jennifer Slegg JenniferSlegg.com @jenstar Survey Says.

Jennifer Slegg JenniferSlegg.com @jenstar And finally.

Jennifer Slegg JenniferSlegg.com @jenstar Jennifer Slegg Owner of JenSense Blogs on search marketing at JenniferSlegg.com Consulting for SEO, PPC, content marketing & content monetization Twitter: @jenstar Email: jenstar@gmail.com