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PPC Engines That Work +How To Manage Them. John Hasson, Regular Guy, JohnHasson.com

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<ul><li>These are MY personal experiences. </li></ul><ul><li>Your mileage may vary. </li></ul><ul><li>You may have had a different experience with some of these engines then me. </li></ul><ul><li>It is ok to disagree with me. </li></ul><ul><li>These are MY OPINIONS BASED ON MY EXPERIENCE. </li></ul>

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3 Types of PPC Engines <ul><li>Poor Traffic & Poor Conversions </li></ul><ul><li>Mostly Real People Who Don’t Convert (for your niche) </li></ul><ul><li>Mostly Real People Who *DO* Convert (for most niches) </li></ul>

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Poor Traffic & Poor Conversions <ul><li>This first group I would say *most* verticals will just waste your money. </li></ul><ul><li>You *can* find success for a little while (sometimes a real person sneaks into their traffic) </li></ul><ul><li>Many of these people rotate through their traffic sources (Good one month, bad the next) – (Good when you first deposit, bad when you re-deposit) </li></ul>

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Poor Traffic / Conversions <ul><li>Miva </li></ul><ul><li>Miva Precision Network (better then Miva—best of this list) </li></ul><ul><li>Searchfeed (Get more fraud when you keep reloading the account) </li></ul><ul><li>goClick (US traffic kinda ok / Intl (all Turkey lol)) </li></ul><ul><li>AdBrite (Don’t waste your time) </li></ul><ul><li>Enhance (Nope) </li></ul><ul><li>Industry Brains (meh) </li></ul><ul><li>Looksmart (depends on the month*Ask me about this one—best of this list) </li></ul><ul><li>Ask (Nope) </li></ul>

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Poor Traffic / Strategy <ul><li>Don’t spend much time. </li></ul><ul><li>Copy known good ads and keywords from Google/Yahoo/MSN </li></ul><ul><li>Small deposit. Even if you get conversions DON’T give them more money. Let the account deactivate. Reactivate with min deposit. Rinse and repeat. </li></ul><ul><li>Even though you can do this. I have stopped because it just isn’t worth the headache. </li></ul>

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Poor Traffic / Strategy <ul><li>Miva Precision </li></ul><ul><li>Looksmart (at one point I was making $30-$40 a day with them on insurance in my noob days) </li></ul><ul><li>Anybody else? Yeah, but soo much garbage the others aren’t really worth it. </li></ul>

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Poor Traffic / Family Tree <ul><li>Miva/Miva Precision/Searchfeed </li></ul><ul><li>Enhance/goClick </li></ul><ul><li>Looksmart / Ask (not really but sorta) </li></ul>

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Questions About Poor Traffic Group? <ul><li>Where does the traffic come from? </li></ul><ul><li>Ok, now on to Mostly Real People Who Don’t Convert Much </li></ul>

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Mostly Real People Bad Conversions <ul><li>These networks are run on legit sites (FoxNews.com, USAToday.com, ESPN.com, etc.) </li></ul><ul><li>People will click on the ad and will convert sometimes, but you need to plan on a much lower Conversion rate then you are used too. </li></ul>

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Mostly Real People Bad Conversions

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AdSonar/Quigo <ul><li>Not really keyword based, more site based (you can pick verticals, etc) I saw limited success with Insurance on USATODAY car section. I haven’t used them in a while, even though I got conversions the cost got too high. </li></ul><ul><li>ESPN Card story* </li></ul><ul><li>Short Pulse360 Blurb (Kanoodle) – They don’t get their own slide </li></ul>

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SocialMedia <ul><li>PPC/Adsense directly inside Myspace/Facebook/Bebo(sp?) Apps </li></ul><ul><li>You will actually get clicks </li></ul><ul><li>There are real people </li></ul><ul><li>Sometimes they convert </li></ul>

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Zango <ul><li>It is spyware/adware. Calling it something else is calling spam “bulk email.” </li></ul><ul><li>Different because it doesn’t do driveby installs (anymore). User really has to opt in (usually through videos they want to watch but sometimes software (dvd ripping, etc)) </li></ul><ul><li>REALLY cheap. Banned by 99% of affiliate networks. </li></ul><ul><li>One of my affiliates uses it on his payday loan sites (not through my stuff) he is pretty new but pulls in ~$50 per profit day with one campaign. </li></ul><ul><li>Starting price is around .015 per page view (real person has your site popped up in their face—really annoying) </li></ul>

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Mostly Real People Who Do Convert <ul><li>Finally the good stuff </li></ul><ul><li>These engines can give you people who are actively in the “buy” mode. </li></ul><ul><li>$$$ $$$ $$$ $$ $$ $$$$ 444$$$$$44$4$$ </li></ul>

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Real People Who Click and Convert <ul><li>Superpages </li></ul><ul><li>7Search (Really) </li></ul><ul><li>Clickriver </li></ul><ul><li>Business.com </li></ul><ul><li>Facebook (if you can find the right niche.. Or so it seems) </li></ul><ul><li>GameAds.com </li></ul><ul><li>Game-Advertising-Online.com (yeah I know) </li></ul><ul><li>MSN </li></ul><ul><li>Adwords </li></ul><ul><li>Yahoo </li></ul>

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Superpages

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7Search <ul><li>Used to suck. Really bad. </li></ul><ul><li>Now they are good. </li></ul><ul><li>Their traffic come from feed partners, zango, parked domains and their knockoff of Adsense </li></ul><ul><li>Take good keywords and ads from GYM and put them here. Cut bids in half (at least) </li></ul><ul><li>Works best on generic words (not much longtail here) auto insurance vs classic auto insurance in kentucky </li></ul><ul><li>Don’t forget domain keyword bids “cf insurance” will get you some parked domain typein redirects. </li></ul>

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Clickriver <ul><li>Amazon’s attempt at adsense (poorly done) </li></ul><ul><li>Real people who convert though. </li></ul><ul><li>These are buyers looking for something. </li></ul><ul><li>No more keywords, just categories now. (as of May 1) </li></ul><ul><li>Not much traffic but pretty decent conversions when they do click. </li></ul>

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Business.com <ul><li>Adwords ads are already showing up here. </li></ul><ul><li>Now you can have you ad show up twice ;) </li></ul><ul><li>Real people and real conversions </li></ul>

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Facebook strategy <ul><li>Create multiple accounts with different demographics. </li></ul><ul><li>Look at the adboard make a note of what is there for that demo </li></ul><ul><li>Check again every day for a week or so. </li></ul><ul><li>Now you will know what seems to work long term </li></ul><ul><li>Payday loans to dumb college students and certain kinds of dating sites seems to rise to the top for male demographics. </li></ul><ul><li>I haven’t tested women yet. – This is a todo for me </li></ul><ul><li>*This might also work for SocialMedia (from earlier) </li></ul>

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Specialty PPC GameAds.com, Game-Advertising-Online.com <ul><li>I wanted to target gamers. So I went to the sites they go to (mmorpg,com, guild sites, etc.) </li></ul><ul><li>Look at the source of the page to see who is serving their ads. Then go there. </li></ul><ul><li>PPC is becoming more and more prevalent. 2/3 offered PPC; I said No to CPM – I already knew my conversions. PPC = .10 CPM </li></ul><ul><li>Usually have to make image/video ads. But that is good because since you already made them, put them in Google’s content network. </li></ul><ul><li>Great clickthrough and conversions </li></ul>

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MSN/Yahoo/Google <ul><li>Conventional Wisdom Applies </li></ul><ul><li>Lower bids on convent networks then search </li></ul><ul><li>Don’t run the same campaign for content that you do for search. Test multiple ads per keyword, move higher CTR ad/keyword combos into their own adgroup, drop non performing keywords, etc. </li></ul>

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Success with PPC <ul><li>Be willing to lose money </li></ul><ul><li>Test, test, test. </li></ul><ul><li>Track EVERYTHING. (Time of day, color of button, keyword, ad, source, so on) – I track keyword, ad, time of day, source, referrer, actual keywords used. </li></ul><ul><li>Don’t pass keyword in URL’s they will get stolen, use ID’s </li></ul><ul><li>Questions? </li></ul>