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How to Dominate Google AdWords - Lance Loveday Dr. Ralph F. Wilson Web Marketing Today - Aug 18, 2009

Part 1

Part 2

In this video interview paid search specialist Lance Loveday offers the first of 10 tips on how to dominate ads on Google AdWords listings. He discusses the first five tips in this interview:

1. Run the Search Query Performance Report to find the actual keyword queries your ads show up for.
2. Calculate the ROI for each match type using the same report, sorting on 'match type' and focus on match types with the highest ROI -- usually exact match. 
3. Run the Placement Performance Report for keywords on the content network, and prune domains that aren't as productive.
4. Run the Campaign Performance Report with 'impression share' checked to see what percentage of the time your ads are shown, then adjust based on available budget.
5. Always be testing at least two versions of your ad copy in every ad group and continue to refine ad copy.
6. Conduct searches on your most important keywords to see the search environment. Determine how to differentiate your ads from competitors' ads.
7. Build out all your keyword iterations.
8. Implement tracking codes so you can determine keyword conversion rates.
9. Bid to ROI, not on other criteria.
10. Customize landing pages to be relevant to the keywords.

Lance Loveday is the founder and CEO of Closed Loop Marketing, a search marketing firm that helps clients with search engine marketing, search engine optimization, and helps with the landing page optimization and user experience to ensure the highest conversion rate. This video interview was conducted on August 12, 2009 at the Search Engine Strategies (SES) Conference, San Jose, CA.