Nate Bucholz from Google just finished his presentation called “Advanced Pay-Per-Click Marketing.”

-     18% yearly growth in paid search marketing
-    Lawyers are the largest group of advertisers in search.
-    Google Insights for Search: a tool good for keyword research.
-    Google local business center:  Google.com/lbc , go there to enter information about your firm.
-    Adwords rank = max cost per click bid X quality score.
-    You want to focus on quality score, which is all about relevance.
-    Put rates in your ad, so you don’t waste money on clicks for people who aren’t willing to pay.
-    Capitalize the first letter of every word = increased click through rate.
-    Test different ad copy and let Google automatically rotate them.
-    Wait to test different ad copy until you establish a quality score first.
-    Pull a search query report to find good negative keywords.
-    Content network can produce cheaper conversions.
-    Use Display AdBuilder to make displays ads for free for use with the content network.
-    Distrust anyone who guarantees the top spot in Adwords or Google organic.
-    Search Adwords appearing with a yellow background have passed a quality score threshold. If no yellow background, none have passed the threshold.
- If you use Adwords for a keyword you’re already ranking well for organically, you will get more clicks total – Adwords does not detract from organic clicks.

This entry was posted on Friday, January 22nd, 2010 at 2:45 pm by Nick and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.