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Practical PPC Strategies for Better ROI
A4U Expo
Mel CarsonadCenter Community Manager www.adCenterCommunity.com
www.MelCarson.com
www.MediaWeek.co.uk/Blogs
http://Twitter.com/MelCarson
The Web Is Changing Peoples Lives
Well, I turned to The Web. I think I typed in something like
‘retreat’ and ‘religious vocation’.
Top of the list was “The Monastery” website.
And so I began to feel that God might be
calling me to the priesthood.
I felt I really needed to talk to someone,
but I had no idea who to turn to.
If it hadn’t been for THE INTERNET...
I would probably still be a software engineer!
Cost Per Monk?
4
Demographic Targeting
They
Wanted
They
Got
Audience Intelligence: “bleach”
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Act on Audience Intelligence Insight
Across ALL Engines
• Exclude KWs : “anime”, “manga”
• Exclude Singapore
• Refine Creative to:– www.acmebleach.com– “Everything on bleach
detergent…”
• Bidding strategy - lower your “bleach” bid, raise your bid for keywords that match your demo
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Sony
8
35-50 Year Old Males
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Sony Bravia 42” TV
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Jim Sterne On Optimisation
“What do they do?
How do they feel about it?
What are the business outcomes?
Finally - how can you impact all of the above?”
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3 Take Aways!
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3 Take Aways!
• Be Creative with your Creative
• Dig Deeper into the Data
• Think about how your Customers are Feeling
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Source: © 2005 Microsoft Corporation. All rights reserved. This presentation is for informational purposes only. Microsoft makes no warranties, express or implied, in this summary.