Author: Kayla Kurtz

About Kayla Kurtz

Kayla Kurtz is currently the Paid Search Consultant for Hanapin Marketing, with vast experience as an Account Manager with the agency before taking on her current position. Her account work includes ecommerce and lead generation, with accounts spending between four and six figures monthly. Kayla is a graduate of Indiana University-Bloomington who frequently uses her Education degree to teach her peers the ins and outs of paid search marketing. When she's not working, she enjoys Colts football, White Sox baseball, Hoosier basketball and wine.

What Is Considered A ‘Good’ CTR?

I cannot count the number of times I’ve heard this question in some variation – “What should my goal CTR be?” “What’s considered a good CTR?” I also can’t tell you how lame I feel saying “Well, that depends…” I’m …

Growing Your PPC Account Budget the Smart Way

So far in this series we’ve discussed utilizing betas and keyword research to expand and grow your paid search accounts, with some additional stuff on Display and video still to come. Guess what happens to your budget if and when you implement any of those methods? Your budget increases! But guess what else? There are totally other ways to increase your PPC budget! I know, I know – I’m blowing your mind.

Proving the Value of PPC to C-Level Management

Should you be in-house, agency, freelance or some combination of the above, you have probably managed paid search accounts of various sizes. I’m not talking about just budget-wise; number of keywords, ad groups, campaigns, accounts in an MCC…you name it! …

Handling Clients & Their PPC Performance Perceptions

Managing and setting client expectations is not necessarily a simple task in paid search. The reason isn’t because the client wants to make our lives difficult, despite it feeling that way. Their reason for being difficult is because it’s their …

Ad Copy Clean Up – What to Get Rid of & What to Keep

There is a time to review your account ad copy…and the time is now! While it’s bright and sunshine-y out and you can keep yourself motivated! Right? Right!

PPC Keyword Match Types & Tips to Remember

The keywords in your paid search accounts are what drive the entire PPC machine. Without the keywords, your ads have no trigger to populate. If it were as easy as adding all the keywords in the world and walking away, …

Tools to Analyze Your PPC Competition

It seemed like our PPC Hero audience really enjoyed Amanda’s competitor creep post from the other day, so I thought maybe a little more creeping was in order. I’m going to focus, however, on the various tools on the market …

Writing Successful PPC Ad Copy – Building from Account Structure & Beyond

If the structure is off, no other account element will be able to function as needed, given their reliance on the structure. Ad copy is no exception to this rule, but if the structure is there to back you up you’re already one step closer to ad copy success. Follow these back-to-basics and advanced ad copy suggestions and you’ll be even closer!

PPC for the First of the Month – Start Things Off On the Right Foot!

We’re right on the brink of a new month and are about to wrap up the first quarter of 2013. The last couple of weeks have also thrown some new curve balls at the paid search world with the release …

How to Masterfully Inherit a Messy PPC Account

Every account inheritance situation is different and should be handled on a case-by-case basis; this is what I know. Whether you’re bringing the account on from an in-house or agency-managed situation, if the account has been on autopilot or actively …