SEO News

David Szetela

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

Articles by David Szetela

  1. 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...

  2. 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.

  3. 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.

  4. 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...

  5. 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,...

  6. 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...

  7. Judging PPC Performance: Focus on Conversions, Part 2

    Should you delete or pause under-performing keywords - or simply adjust their bid prices? The answer will vary by advertiser, but one thing is constant: decisions about keyword and ad performance should mainly depend on conversion performance.

  8. 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.

  9. 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.