One of the things that annoys me about podcasts, and obviously this isn’t anyones fault - it’s the nature of the medium - is that you can’t quickly scan through them and decide if the content is relevant to you, or not. Transcripts would be great, but they can be impractical. However, I think this show by Shoemoney, and the first part, are particularly good because they contain a lot of specific advice and strategy that people can use to increase their revenue from PPC.

Content on the podcast includes:

  • Barry provides a roundup of search news
  • Chris Jones from Pepperjam Search explains how those with low budgets can get into PPC
  • Chris would encourage people to build landing pages so they can test and make changes
  • Do due diligence on the offers, and the market
  • Rotate designs to see which one converts the best
  • Go through the Adwords and Yahoo! free training programs
  • Replicate winning strategies - uses an example of American Idol and ringtones
  • Advice for large PPC budgets of 10K to 100K per month - use good infrastructure, use multiple offers and paths. Invest in detailed, sophisticated analytics and tracking at the keyword level
  • Long tail theory - creating paid clicks for every product available
  • Harnessing product feed technology
  • Adnetworks - create blogs around specific offers, create campaigns around specific offers
  • The value of offline advertising, like Google Print
  • Bid-surfing and bid-shadowing (programmatically following and emulating a leading merchants strategy)
  • Get certified on Adwords and Yahoo - there’s a lot of great tips in the tutorial programs