As PPC advertising has become an integral part of most marketing budgets, costs have risen dramatically. Keywords that were $1 last year may be twice as expensive this year. What’s a marketer to do?

This webcast will explore the recent upward trends in the cost of PPC advertising and will provide some actionable solutions to make your PPC campaign more efficient. We’ll focus on high-volume campaigns such as those run by online retailers, e-commerce sites and lead generation companies.

PPC expert David Szetela will cover what to look for in your PPC campaign to improve profitability, and what steps to take as a result. Following David’s presentation we’ll hear from Rob Cooley of Optimine, who will share his company’s experience with improving results in paid search campaigns.

Topics will include why it is critically important to pick the right metric to optimize; how the periodic “Spring cleaning” of your ad groups is important for performance, how safe and sane bid testing yield profit improvements.

David Szetela is Owner and CEO of Search and Social advertising agency Clix Marketing. He is the author of two books on PPC advertising, is the host of the popular weekly radio show PPC Rockstars, and is a regular speaker at industry conferences.

Dr. Robert Cooley is the CTO and co-founder of OptiMine Software. He has deep expertise and broad application experience applying data mining and optimization technologies to the Web and advertising. He has been involved in data mining projects at hundreds of companies including eBay, WalMart, Lowe’s, BestBuy, Nielsen, and Experian.