Archive for February, 2012

When & How to Try to Push the Boundaries on “Non-Existent Functionality”

February 28th, 2012 | BoostCTR | Ad Texts, Facebook

Facebook is admirably clear on their advertising guidelines. Lots of (IMO) sane and common-sensical Dos and Don’ts aimed at protecting the user experience.

They don’t want users creeped out by ad creative displaying uncanny access to user data
They don’t want advertisers misusing pictures of semi-nude models just to grab your attention, and
Ads should not be unduly shocking
Basic truth in advertising guidelines have to be followed
And so on.

But it would be impossible not to expect some gray areas, here and there. How …

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Ultimate Guide to Inheriting PPC Accounts

February 28th, 2012 | Bethany Bey | Advanced PPC Strategies, How To

Until now, there was no roadmap to help individuals and SEM firms successfully inherit and optimize a pay-per-click (PPC) account. Numerous publications have surfaced about creating PPC accounts from scratch, but inheriting and enhancing a pre-existing account requires an entirely different skill set.

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Using Image Search Ads in Google

February 28th, 2012 | Sarah | Ad Texts, Google AdWords, Image Ads

If you’re relatively new to PPC advertising, Google’s image search ads may have flown under your radar. What are image search ads, you may be asking? Image search ads are ads that include both text and an inline image, appearing only on Google image search results pages. Don’t confuse these with image ads, which are graphical ads that show on Google’s Display Network.

Here’s what an image search ad looks like:

…

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Elite SEM Extreme Segmentation through Proprietary Bid & Campaign Management Tool

February 27th, 2012 | PPC Hero Ally | Advanced PPC Strategies

Developing a great account structure is the key to getting off on the right foot in the PPC game. The first layer of a PPC account is the campaign level.

Google suggests mimicking the structure (or “sitemap”) of your site into an AdWords campaign which I highly agree with as this will be the foundation for your reporting as well. However, I believe in something called EXTREME SEGMENTATION. This is the process of reviewing every single factor related to your business …

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Facebook Slashing Length of Ad Copy

February 24th, 2012 | Sean @seanquadlin | Facebook, News Updates

We here at PPC Hero are all about stretching the reach of our industry, and with that in mind, this week’s news update is going to stretch the definition of the word “news.” This week it came to our attention that Facebook is planning on cutting the character length of their ads from 135 down to 90. New ads after February 29th will not be permitted to have body copy longer than 90 characters, and ads …

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How to Leverage Lost Impression Share For More Budget

February 24th, 2012 | Dave @daverosborough | Bid/Budget Management, Client Relations, How To

If you’re working for a paid search agency or freelancing on your own schedule, approaching your clients for additional budget can be a daunting task. How much should I ask for? What will they get in return for their additional investment? Well, I’m glad you asked because these are important things to consider before bringing this conversation up with a client. Fortunately, AdWords offers up a great metric you can leverage while you’re drafting a proposal, known as impression share.

What …

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Premium Placements: Understanding Success Metrics

February 24th, 2012 | PPC Hero Ally | Advanced PPC Strategies

Premium Placement buys present an opportunity to promote a brand on a volume that is hard to buy through internet marketing. Paid search ads, display banners and remarketing campaigns can only get you so many clicks and impressions. Larger digital marketing buys such as Premium Placements, present an opportunity for a huge amount of exposure, interaction and a rise in brand awareness and sales.

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My Clickthrough Rate Is Improving, Why Aren’t My Conversions Increasing?

February 23rd, 2012 | Sarah | Basic PPC Strategies, Conversion Rate Optimization, Match Types, Negative Keywords

Scenario: you’ve watched your account’s clickthrough rate steadily increase over the past few months, but you’re not seeing an increase in conversions. Seems illogical, right? More clicks should mean more conversions?!?! As I’m sure you already know by now, your account metrics don’t always follow a domino effect; sometimes a seeming improvement in one area of your account doesn’t have the effect you think it should. (I’m sure you’ve all read Dave’s post from earlier this month on improving …

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Heroview- The Future of Personal Computing and Its Effect on PPC

February 23rd, 2012 | Bethany Harvey | Heroview

As we continue our monthly interviews with PPC experts, our February Heroview featured David Szetela (@Szetela), Chief Marketing Officer for Bionic Click, and former Owner and CEO of Clix Marketing. David is very involved in personal computing, and here he shares some insights on how technology is evolving as well as how PPC will be effected.

PPC Hero: Welcome to today’s Heroview, everyone. Real-time interviews featuring PPC experts from around the industry! Today, David Szetela will talk with us about …

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Interview with Crystal Anderson from SEER Interactive

February 23rd, 2012 | Laura Johnston | Hero Conf, Interviews

This week we had the pleasure of an interview with Crystal Anderson. Crystal spearheads the Paid Search division at Seer Interactive, and will be sharing her expertise in Advanced Mobile PPC at Hero Conf.

PPC Hero: Crystal, thank you for interviewing with us.

Crystal: Thank you so much for having me!

PPC Hero: To begin with, how did you get your start in PPC?

Crystal: I luckily fell right into the PPC world right out of college. I was an International Business/Spanish major …

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