SMX Sydney 2010: Use Transcient PPC Campaigns to Support Branding Efforts

Now Marty Weintrub is talking about transcient PPC campaigns.Marty Weintrub of AimClear

Marty starts by saying that Sydney is blowing his mind, especially coming from Duluth, Minessota.

Real World Transient PPC Mash Up Scenarios

He says transcient PPC campaigns are like “Whack a mole” game.  Working for a large corporate is Cluster _uck. So many depts to go through

- partitioned strategy and channel tactics

- SEO cppc PR, ORM, social

- Easy to ruffle feathers

What is a transicent PR Incident?

- positive and negative short-lived incidents

Key is to Minimize Damage and Maximize Benefits, says Marty.

Wow, have realized I have no hope of keeping up with live blogging now at the rate Marty is moving through the slides. Will abandon live blogging this and update this post with the benefit of Marty’s slide deck later.

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Off to Australia!

Just a heads up that there won’t be any blog posts until Thursday at the earliest.

Today I’m headed over to Australia where I’ll be giving a PPC Workshop tomorrow and taking part in the always entertaining SMX Sydney Conference later this week.

As well as giving a presentation on the joys of Twitter at SMX Bootcamp,  I’ll be live blogging as many sessions as I can and scoffing down pink drinks during all the networking events, as is the SMX tradition. Wanna join me? It’s not too late to Register!

I’m really looking forward to catching up with my #invisiblefriends and watching drunk geeks lurch on a boat as they pass under the Sydney Harbour Bridge.

At the end of the week I’m taking myself off to Melbourne to hang with my sister at Crown Casino for 5 days and treat myself to some retail and spa therapy. Hooray!

If you’re coming along to SMX, make sure you say hi. I’ll be the one wearing the lanyard.

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Q and A: Adwords, Negative Keywords and Match Types

QuestionHello Kalena!

I have a question regarding Google Adwords.

In one specific ad group I have a keyword that receives a lot of impressions and a low amount of clicks. It is a general keyword but one we don’t want to miss out on. I have it set for phrase match (the keyword is ‘wire cutters’). I want to be able to manage it by using negative keywords.

I do have a lot of negatives set up already, but I suspect there are more I could be using because ‘wire cutters’ can be used in so many applications. We have a website for a very specific niche market.

My question then is this: is there a way to see what keywords/phrases were searched on triggering an impression for my ad but not a click?

Hi Jackie,

As you are no doubt aware (but for the sake of our other readers) “phrase matched” keywords will allow your Ads to be potentially displayed for any searches which include the specific keyword phrase. Negative keywords allow you to block your Ads from showing if specific keywords are include in the search.

So for example if you have “wire cutters” as a keyword phrase, with the negative keywords “-cheap” and “-UK”, then your Ads could be displayed for searches of “jewellery wire cutters”,  “wire cutters USA”, “Australian Wire Cutters Jewellery”, but NOT for searches such as “cheap wire cutters” or “wire cutters UK”.

Negative Keywords

Using negative keywords can be a very effective way to prevent your Ads from being displayed (impressions) for searches that are unlikely to lead to sales, and at the same time improve your click through rate (and probably quality score).  However, as you have pointed out, there could be a huge list of negative keywords that may be relevant, and identifying them all can be difficult.    Unfortunately I am not aware of a simple way that you could identify keywords that give you impressions, but don’t result in clicks.  It seems like a reasonable requirement, and perhaps one of the existing Adwords reports may be able to provide this, but off the top of my head I’m not aware of any that provide what you need.  If any readers have a suggestion, please add a comment below.

Extend Target Keywords

Rather than increasing the negative keywords, you may like to consider extending your target keyword phrases by including niche specific keywords rather than general ones (this could be the best option if your niche is very specific as you have suggested).  You may also like to change the wording of your Ads to make them much more relevant to your niche. This is likely to improve your conversion rate per click, but won’t reduce your impressions, and will probably also reduce your click through rate (and possibly quality score).

Andy Henderson
Ireckon Web Marketing

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Pay Per Click Workshop in Sydney

City Desktop TrainingIf you’re based in Australia and have been looking for face-to-face Pay Per Click training, you might want to keep Tuesday 20 April free. Why? Because I’ll be in Sydney to present a full day PPC Workshop in conjunction with City Desktop Training.

The PPC Workshop will cover the main topics of our PPC 101 online training courses that we offer at Search Engine College, but in a tutor-led, interactive format, with PCs and class activities.

The cost of the workshop is only AUD 495 and includes lunch, plus a USB Flash drive containing all lesson materials, PPC resources and reference links.

Maybe you’ve considered taking one of our PPC courses at Search Engine College, but just haven’t gotten around to it yet? Or maybe you want to understand how to get a better ROI from your PPC? Or maybe you just want to use the opportunity to have me critique your AdWords account? Whatever your motivation, you’d better sign up quick as spaces are apparently filling up fast. To book your place, call City Desktop directly.

BONUS OFFER: If you come up to me and whisper “I am a PPC ninja” at some point during the day, I’ll even throw in one of our brand new Search Engine College tshirts.

See you in Sydney!

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Q and A: Why am I getting traffic from porn sites?

QuestionHi Kalena

I run a website about SEO. I use Google Analytics to check some parameters in particular traffic sources.

Once I noticed that a big part of traffic came from a porno website. Does it mean it’s some kind of “black hat” technology and someone try to discredit my website? And what is your advice about how to avoid it?

Thank you

Hi Valentine

In my experience, huge amounts of traffic from dodgy or unrelated sites is generally related to AdSense, fraudulent clicks and/or site scraping.

Do you run AdWords or Yahoo Search Marketing pay per click campaigns for your site? If you do and if you’ve opted into their Content Networks, your ads may appear on websites that participate in AdSense or the Yahoo Publisher Network. Those networks are designed to show your ads on pages that contain content that is relevant (contextual advertising), but some dodgy publishers can switch their content once their participation is approved, resulting in a temporary display of ads on pages containing adult content, (which is generally banned in the AdSense program), or other unsuitable content.

Clicks you receive on your ads on such sites are rarely authentic. They are more likely fraudulent clicks by the site owner or persons employed by the site owner to falsely inflate their AdSense traffic and earnings. The best ways to avoid PPC traffic from such sites include:

1) Making sure your target PPC terms are laser focused to your product/service.

2) Opting out of Content Networks to avoid your ads being shown on sites you don’t approve of.

3) Using negative keywords such as “-free”, “-best” etc. to ensure your ads aren’t shown for unrelated or inappropriate searches.

4) Monitor your traffic and add any dodgy domains to your PPC campaign’s URL Exclusion list to ensure your ads are no longer shown on those sites.

Another common reason for an influx of traffic from dodgy sites is site scraping. This is where site owners deploy software that trawls the web and scrapes legitimate content from other websites as a way of creating lazy content for their own sites. Usually this content is combined in a haphazard, unreadable way that is designed to fool search engine robots but not appealing to users at all.

Domainers often employ this tactic as a fast way to populate hundreds of domains with fake content so they can throw AdSense code up and try to earn money via PPC clicks. Or they might simply use it to try to gain fast rankings for competitive keywords and populate the fake pages with links to products where they earn an affiliate commission per sale.

Often you’ll find your site content has been scraped, complete with internal links to your pages, which is why you’ll see referrals from the site in your analytics. I’ve ranted about site scrapers before and even managed to get my own back on occasion, but short of sending site scrapers a *cease and desist* email, there’s not much you can do about them.

So while the techniques used to link to you may well be black hat, it’s doubtful any of them were employed to deliberately discredit your web site.


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