Following the “Periodic Table of SEO” session at SMX Advanced today, was the Mad Scientists of Paid Search session.
SMX’s description of the session says, “Our mad scientists emerge from their PPC labs, where they’ve been assembling keywords words, bidding strategies and other assorted parts into monster PPC campaigns. Attend this session to see how they’ve successfully enhanced paid search performance with rigorous testing and trial and error. Their creations are abnormally effective!”
The speakers list was as follows:
Moderator: Matt Van Wagner, President, Find Me Faster (@mvanwagner)
Q&A Moderator: Joseph Kerschbaum, Vice President of Client Services, Clix Marketing (@joekerschbaum)
Michael Behrens, SVP eMarketing, WebMetro (@MichaelBehrens)
Benny Blum, Director, Strategy & Analytics, eSearchVision (@bennyblum)
Ryan Hutchings, Director, Online Marketing, VacationRoost
Matthew Mierzejewski, Vice President of PPC, RKG
As usual, attendees tweeted their own takeaways and highlights from the panel. Here’s the best of what was said:
#smx #11b if you have multiple ads per ad group and rotate evenly, multiple matching keywords is expected behavior
@dan_patterson I’m digging the literal rubbing of shoulders of fellow search marketers #smx #11b
#AdWords will “interpret on your behalf” to show what they believe the most relevant keyword regardless of your account structure #smx #11B
#SMX #11B bottom ads, bottom ads higher CRT, no difference in CVR. well, at least it brings more volume?
@bennyblum #smx #11b Bid strategy should reflect this!
@rpboots I’m sure they will, but I wouldn’t expect “helpful” answers.They are all great politicians. #smx #11b
Microsoft wrote a blog post about the session on its adCenter blog, including a list of tips for “taking back control”:
- Use negative keywords
- Force matching through negatives
- Conducive account structure
- Tightly themed ad groups
- Maximize ad group match length rule
- Easier negative implementation
- Choose match types carefully
- Phrase OR Broad (almost duplicate) ?
- Broad OR Broad Match Modified ?
- Remove duplicates/ambiguous
- Maintain campaign budgets
These were from Michael Behrens’ presentation. Check out their post for a more complete recap.
Image: Aqua Teen Hunger Force (via YouTube)