SMX East: Reviving A Failed PPC Campaign

October 7, 2008

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At the session "Reviving A Failed PPC Campaign" the speakers discussed how to turn around a failed paid search campaign.

(Coverage of the

Use a call to action and prepare the searcher for conversion in the ad. Focus on action verbs and avoid generic calls to action.

Make landing pages relevant, have clear goals and calls to action on your landing page.

"Our mind wants to have a reason for things," said Goodman.

Two kinds of account failure:
Quality Score Failure
Measurement and Strategy Failure

Quality Score:
Tight targeting
Catching bad guys

Strategic Planning
Form action plan collaboratively.

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