back to your foundationsrecycle, re-use & rebuild@bigalittlea

BIG A

smaller a

…like the first two

letters of my name…

@bigalittlea

get it?

@SEERinteractive

seer.is/smxny2013

enhanced hair

optimizing nascar

oct ‘08

search partners

nov ‘09

sitelinks (yay!)

pla’s: round 1

mar ‘10

search funnels

re-marketing

june ‘10

ace

(still in beta, three years lata)

july ‘10

+broad +match

aug ‘10

google starts enhancin

sept ‘10

google Instant

nov ‘10

call metrics

feb & may ‘11

headlines change

may ‘11

that whole ad rotation thing

july’11

google giveth tablets

what do your campaigns

look like?

feb ‘13

enhanced campaigns

announced

they’re just

campaigns now

@fmshovlin

data-driven rebuild

from the ground up

Warning sign

8 steps to

structural heaven

1: buy ram

2: mega sq

3: categorize

ctrl + h

4: separate converters vs. non

5:

exact: focus

phrase: bonus

broad: cleanup

6: negate

watch for:

plurals vs. singular

competitors

comparisons

grammar funk

7:

+exact

brand or purchase intentno research queries

cut?

keep?

non-brand?

bad r.o.e.

8:

-24% spend

-15% cpa

-9% conversions

++ lead quality

aaronl@seerinteractive.com

seer.is/smxny2013

@bigalittlea

me + pudding