Pay-per-click search has completely revolutionized how
multichannel merchants acquire new customers. In this fast-paced session, we will review best practices for developing keyword lists, building effective adgroups, and writing compelling copy. We'll present explicit formulas for rational economic bidding. We will describe and provide spreadsheet models to determine optimal PPC ad budgets. We'll also touch on advanced topics, including advertising on brand names (yours and others); match-type optimization; mining the long tail; and offsite conversion tracking.