No, not  h1 tags or stuffing your bullets with keywords….it was:

QUALITY back links…um yesss, we’re not talking
SEO here. According to my source, quality of the
back-links pointing toward your landing page is important and will
become more important in the future.

Is this crazy talk, I’m not sure? But it does kinda make sense.
On the SEO side Google puts more weight on back-links then
Yahoo or MSN does. Being overly simplistic here,
but you get the point.

So, if good back-links = relevant information the same should
probably be true for PPC…

This brings up a few things, one being landing pages just for
PPC that aren’t part of the SEO game plan.  Squeeze pages, are they in trouble?

With the Adwords quality score hysteria a lot of people are building
a landing pages for every adgroup combination imaginable.
A page for red stilettos then a page for red high heels and another
for red stilettos size 6, 7, 8…etc

If you think about it though, Google is pretty smart in figuring out what pages
are about and what is in the wheelhouse of stilettos size 6.

Going overboard and creating a page for each shoe size may be miss-allocating your
time to higher ROI activities, like WRITING BETTER ADS.

Are a ka-billion landing pages a thing of the past? Not sure, but I think
we’ll find out…either that or my source was full of it

Google is not afraid to help you spend your money by matching your ads up with searches that contain the word(s) you are bidding on.

Let’s look at the term: plastic surgery set up for broad or “phrase match.”  Google is going to show your ad with other searches that contain plastic surgery.

Sometimes it makes sense, like: plastic surgery Denver -or- plastic surgery for my big old nose.  Things you probably wouldn’t think of, that could result in new business.

But….Big But

Google will also show your ad in searches you probably don’t want to be a part of.

These cost you money and do nothing to get more sales.

Same example as above, the term plastic surgery on broad or “phrase match” might also pair your ad up with searches like these:

Check out these clicks from a broad match on cheek implants:

The solution: continually add in negative keywords to your adgroups.   Start with this one, it’s the absolute worst.

The #1 NEGATIVE Keyword you need to have in your Google account

F….R…E…E

Unless you are providing free plastic surgery, the person doing this search is probably not your next paying rhinoplasty patient.

Google doesn’t tell you that you’re paying for totally worthless searches, they just show you that you got a click:

Unless you are using a third party application or you’ve hired us (we use a third party application) you’ll never know that you are paying the price for people looking for celebrity gossip and free stuff!

By the way, that same account now: