David Szetela

PPC Advertising expert David Szetela founded Clix Marketing in 2003, following a 25-year career in technology sales and marketing. He is active in the Search Engine Marketing Professional Organization (SEMPO) and was the author of two lessons in SEMPO's Advanced Search Advertising course. He is a regular speaker at PPC Summit, MarketingSherpa and SES events, and his weekly radio show, PPC Rockstars, is broadcast every Monday at 4 PM EDT on Webmasterradio.fm.

Recent articles by David Szetela

PPC Content Advertising: The Latest Tips and Best Practices
Great progress has been made over the last year in the capabilities of the search engines' contextual advertising offerings. Many advertisers who have watched their competition and click prices grow over the past few years could be tapping into a source of clicks where there's less competition and lower click prices. Mar 26, 2009

Get More Attention with Legal PPC Ad Symbols
Have you ever tested out non-alphanumeric symbols in your PPC ads? Google discourages the use of certain symbols, but others are still allowed. Feb 19, 2009

One PPC Landing Page, Infinite Faces
Creating custom landing pages for PPC ads can help boost your conversion rates by percentage points. With a few simple lines of code, a landing page can be created with content that can be changed by marketers depending on the link that the user clicked on. Feb 12, 2009

Google Conversion Optimizer: The Best-Kept Secret in PPC? Part II
Last week's discussion of Google Conversion Optimizer generated a flood of user questions. It seems the promise of simplifying the time-consuming, complicated chore of regulating keyword bids is especially appealing to advertisers. Jan 30, 2009

Google Conversion Optimizer: The Best-Kept Secret in PPC?
Google quietly added Conversion Optimizer to every advertiser's AdWords account a few months ago. In a nutshell, it regulates keyword-level bids, promising to deliver as many conversions as possible, at or below a cost-per-conversion you specify. That's right: automated bid management, available for free and using Google's proprietary data. Jan 23, 2009

PPC Landing Pages: Surprising Examples
It's time to kick off the New Year by looking at examples of good and bad combinations of PPC ads and their landing pages. We'll look at some real-world examples to see what they're doing right, and what they're doing wrong. Jan 9, 2009

PPC Landing Pages: PPC Visitors Have ADD
The first and most important objective of the landing page is to convince the visitor that they've come to the right place. If this crucial first step doesn't happen, most visitors will hit the back button and click on one of your competitor's ads. Dec 18, 2008

PPC Landing Pages: The End of the Line -- Or the Beginning?
Amateur PPC advertisers ignore the importance of landing pages entirely. Sophisticated advertisers know that PPC landing page design and testing is at least as important as building and optimizing great ad groups with great ads. Expert PPC advertisers realize that PPC landing pages have more impact on conversion rates and ROI than anything else they can do. Dec 4, 2008

More from the Mailbag: Quality Score Mysteries and Great PPC Learning Resources
David digs into the reader mailbag to discuss Google's quality score issues, and some good beginner resources for learning PPC advertising. Nov 20, 2008

The Good, the Bad and the Ugly: Click-Through and Conversion Rates
What's a good click-through rate? What's a good conversion rate? That's not an easy question to generalize on, but there are some guidelines that can help you see if yours is acceptable. Nov 13, 2008

More articles by David Szetela