From the session: Our slides on Getting the Most Out of Your PPC Program

Pay-per-click search has completely revolutionized how multichannel merchants acquire new customers. In this fast paced session, we will review best practices for developing keyword lists, building effective adgroups, and writing compelling copy. We’ll present explicit formulas for rational economic bidding. We will describe and provide spreadsheet models to determine optimal PPC ad budgets. We’ll also touch on key advanced topics, including advertising on brand names (yours and others); match-type optimization; and mining the long tail.

Thanks to everyone who attended our session during the Paid Search Intensive.

A few follow-up links:

Slides: Getting the Most Out of Your Pay-Per-Click Program

Session Worksheet: Evaluate Your Approach to Pay-Per-Click Worksheet

Spreadsheet Model: How Much Should I Advertise

The DMA ACCM 2008 Conference Site