Eduardo Llach, of Search Rev, focused on the logic behind geotargeting. Although the resolution gets fuzzier the closer you get to the local level, focusing on the local level is a growing trend. It's often useful to aggregate metro areas.

Compare CTR to conversion rates. You want to bid according to conversion rates.

Day Parting is comparing campaigns targeted to specific times of day, and you may want to vary your PPC based upon the conversion rates at a given time of day.

Creative Optimization compares different campaigns to test for conversion rates.

John Kelly, of SureHits, described managing longtail phrases. Why? There is less competition for longtail keywords, and as phrases, they describe a clearer intention of the searcher..

Multiply the probability of conversion by the value of the conversion for a good metric.

Tags: geotargeting, paid-search, SES-NY
Categories: Advertising