PPC Strategies - Mel Carson - Microsoft

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?

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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

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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.