In part two of the paid search conference call on May 29th Mary Kingsley Huffman and Mark Evans of Ionic Media discuss how knowing the commercial intent of your keywords can help you set bid prices for keywords, among other useful strategies for improving your PPC campaigns.

Conference Call, May 29, 2008

You will learn:

• How to determine the commercial intent of your search terms
• Why relevant landing pages are crucial for boosting conversion rates
• Why the groups responsible for PPC and SEO should be talking to each other
• Why a testing mindset helps when it comes to building out PPC campaigns
• Why you should ask yourself "What problem does my product/service solve?"
• Why Microsoft's commercial intent tool is also useful for lead generation sites
• Why you should create separate campaigns for content network ads