Building world-class Search Engine Optimization expertise

This was to be Paul Elliot but he wasn’t able to make it. So Jeff Pearl, the head of the eMergent paid search team is stepping in.

He is giving an overall review of key phrase research. He discusses bid management.
I lost some of his speech. I was uploading a video with Jim Kukral.

He moves to his Makeovers:
He discusses why you might want to pay for your brand if you are already ranking well. He says that it’s extremely affordable, you can guide them to a very targeted page, and you can bid on misspellings.

He made a few examples of ad copy.
He then moves on to a landing page. He suggests removing clutter, make the call to action prominent. Have a different phone number for paid search versus your other marketing.

When looking at paid search you should ask:

• what are terms that covert
• what’s the right ranking
• what’s the ad copy that converts

He discusses appending tracking codes to every paid search ad. This will enable you to track the effectiveness of every key phrase very specifically.

He touches on click fraud. He says that there is software that will detect ip addresses that are continually clicking on your ads to kick you out of the listings.