David Szetela

David Szetela

VP of Search Marketing Operations

Bruce Clay, Inc.

PPC advertising expert David Szetela is VP of Search Marketing Operations at Bruce Clay, Inc., a global Internet marketing agency. David has authored two books on PPC search marketing, helping to train up a generation of search marketers. He has been voted one of the top 25 PPC experts for three years in a row by PPC Hero. He is a regular speaker at PPC Summit, Pubcon and search and advertising events, and his weekly radio show, PPC Rockstars, is broadcast on Webmasterradio.fm and distributed by iTunes and other major outlets.

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.

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.

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.

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.

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.

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.

The Account Quality Score: Money Pit for the Uninformed

In Google AdWords, an ad's Quality Score calculation is based on how well the account's campaigns have performed over time, especially in terms of CTR. So what happens with new accounts? Since there's no CTR data on which to base QS, how does Google determine minimum bids?

Those Mysterious Quality Scores: Fundamentally Simple

The quality scoring system used for search engine ads is based on a complex group and series of calculations that take into consideration hundreds of factors that the search engines won't reveal. But you don't need to know what those factors are, as long as you create your campaigns correctly and make sure you're giving visitors what they're looking for.

Measuring a Text Ad's Effectiveness

Testing and improving ad copy is essential to optimizing overall PPC campaign performance. Improving ad text leads to better CTR and quality score, which means it can help drive your CPC down, and/or let you buy more clicks per dollar. So it has a direct impact on your campaign's ability to increase the number of profitable sales.

Judging PPC Performance: Focus on Conversions

Knowing how and when to make decisions about your PPC campaign's keyword and ad performance can make or break your campaign. Just remember that almost every action you take to improve your PPC ad campaign should be based on conversion data.

Show Me the Money: Bidding for Profitability

How much should you bid? How do you know if your PPC campaign is working? Setting ad group bid prices at the beginning of a campaign is one of the more challenging tasks for many PPC advertisers. The answers are a snap once you know the fundamentals.