Past Meetup

Making the Most of Your Paid Search Dollars [and Live Clinic!]

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In this session, senior online advertising strategist Mona Elesseily ( will show you step-by-step how to pull the most effective PPC (pay-per-click advertising) levers & how to get the biggest PPC bang for your buck.

You’ll learn what it takes to compete effectively in PPC and how to design ads that really convert. By the time you walk out, you'll be able to incorporate practical tips, tactics, and techniques directly into your PPC initiatives.

The workshop will cover both the fundamentals, advanced concepts and some cutting edge ideas. The session will cover topics like:
- common PPC mistakes that cost advertisers serious cash
- ad copy tips
- keyword strategies
- landing page optimization tips
- new & improved ways to use PPC advertising

Then, in the session's live clinic, we'll take audience examples of landing pages and/or PPC ad copy and provide specific recommendations for improvement. Recommendations are typically simple, easy to implement and will certainly appeal to many (if not all) attendees in the room.

This is a session you'll want to bring all your colleagues out to!

6:00 pm: Doors open (come hungry! — eat, drink, be merry!)
6:20 p.m. The Showcase
6:30 pm: Presentation begins
7:15 pm: Live Clinic!
8:00 pm: Wrap-up, networking, etc.


Mona Elesseily ( is vice-president of Online Marketing Strategy at Page Zero Media where she focuses exclusively on paid search strategy and conversion improvement. In her career, she has significantly improved campaign performance for brands such as Capital One,, Cathay Pacific and The Jimmy Pattison Group to name a few. Mona presents regularly at the top industry events, like Search Engine Strategies (SES), Search Marketing Expo (SMX), Ad:Tech,, the International Marketing Conference (IMC), and WebmasterWorld (Pub Con).

Mona has written two books on online advertising, is a columnist for Search Engine Land, and writes for publications including The Huffington Post, IMedia Connection and the American Marketing Association. Her industry knowledge is regularly sought after by the business community, including Wall Street analysts; and she's frequently quoted in respected publications.

Mona is currently on advisory board for Acquisio Inc. and is an active member of the search and online marketing community. She is passionate about strategic online marketing and keen on challenging online marketing projects. Follow Mona on Twitter @webmona.