PPC

• AdWords
• Facebook

• Blackhat PPC

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Setting PPC bids

Adjust bids based on Ad Position

• increase bids on if ads are below position 8.0 (to get more traffic on highly competitive terms, which is why you rank that low)
• decrease bids on if ads are above position 3.0 (to get less traffic on low converting terms, which is why there is so little competition)

Writing ads

• ads are merely a way to get visitors to a landing page, not to close a sale
• don't describe products, describe customer benefits and make a promise
• first description line contains a "teaser" or question that continues to draw the attention
• second description line contains a promise and goes for the ultimate ‘call-to-action’

Creating keyword groups

• 20-40 words per adgroup
• use negatives (-free, -manual)
• stronger ad copy in content network
• include 'best', 'online' e.a. bijvoegsels in keywords
• bid on domain and plurals/typos

Other stuff

• use keywords in both ad copy and landingpage
• bid management software
• content/blog on landingpage too look like a website, but still the big-graphic-with-call-to-action
• legitimacy is key
• use multiple ppc networks (Google, Yahoo!, MSN, Ask, LookSmart)
• test varieties of ad copy, content independently
• use the offer's brand into the landingpage to increase CR
• footer: Terms and Conditions, Privacy Policy, About Us, Contact, Resources, Sitemap

Conversion rates

Telecom should be possible at 2.5% CR and 0.30 eCPC

• PPC 101