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Stalking Your Customers in the Wild: Advanced PPC Tactics
Transcript of Stalking Your Customers in the Wild: Advanced PPC Tactics
Customers in the Wild Lulu Gephart
Paid Search Program Manager
REI Keyword Research Get Out of the Office Visit your stores Sit in on sales calls Survey your friends and family Coffee shop polling Usability testing Map out your trends Google Insights + Conversions = Opportunity Get Your Hands Dirty! Harness co-workers for gems of insight Improve ads, landing pages, bids Exposure for program I typed in "mountain bike" and got an ad for mountain bike shoes! This GPS watch has a rebate, but your ad didn't tell me that. The landing page is for a product unavailable page! I want to see Marmot tents, but your ad just talks about North Face and Big Agnes tents. Not set it, f0rget it
Audit I don't want to go to www.REI.com I want to go to www.REI.com/backpacks firstname.lastname@example.org