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Archive for the ‘Advanced PPC Strategies’ Category

Are you ready to take your pay-per-click campaign’s performance to the next level? These advanced PPC strategies will give your paid search accounts a kick in the pants! Whether you need a lesson in complex bidding strategies, an explanation of the finer points of improving your Quality Score or a quick study in pay-per-click lead generation – these advanced PPC strategies are your ticket to better PPC performance.

Best Practices for Multilingual PPC

February 24th, 2010 | Carrie | Advanced PPC Strategies, Geo Targeting

Launching a multilingual pay-per-click campaign is a good way to quickly have a presence in a country. Many companies do not have the resources and budgets to build multiple versions of their website based on language, but through the wonders of pay-per-click, advertisers can efficiently and effectively reach an international or bilingual audience online.

The problem with most multilingual pay-per-click campaigns is laziness. Many advertisers will launch international campaigns without consideration for accurate translations and culturally relevant messaging. Thankfully this problem is easy to overcome with a little extra consideration and planning. So before you launch a multilingual pay per click …

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Positioning Your Business For Success In Local Search

February 18th, 2010 | Jen | Advanced PPC Strategies, Geo Targeting

Consumers today not only want to know what’s around them, they want to be able to call with one click, access directions, and know what other people think of it. Due to the fact that 50% of consumers head to search engines first when researching local businesses, according to a joint study from Nielsen and Webvisible, you need to make sure your business is in a position to compete.

In most cases, the way to most effectively reach a local audience is to combine geo-targeted PPC campaigns with accurate local listings. No matter what the user’s intent, your presence in both …

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Understanding JavaScript and How it Can Affect Your Analytics Tracking

February 11th, 2010 | Jen | Advanced PPC Strategies, Analytics, Reporting / Conversion Tracking

Google Analytics is instrumental in the way we track the success of our PPC campaigns (especially since it’s free), but as robust as it is, there are certain visitors that just can’t be tracked. There are at least 6 types of those visitors, but today I’m going to focus solely on those that have their JavaScript turned off, and what it can mean for your PPC campaigns.

What is JavaScript?
JavaScript in the simplest sense is a scripting language that uses browsers to do the work for a command. It can be used to dynamically generate many types of elements on …

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What Keeps Someone From Clicking on Your PPC Ad?

November 10th, 2009 | Joe | Ad Texts, Advanced PPC Strategies

Sure, paid search ad copy contains only 25 characters for the headline (in AdWords) and 70 characters for the body copy, but this small space can be very complex to utilize optimally.

Within the confines of a PPC ad text you need to be relevant to your keywords, list as many benefits as possible, be unique and stand out from your competition, and include a clear call-to-action. As you strive to to incorporate all of these tactics into your ad texts you shouldn’t loose site of the fact that you’re trying to connect with real people.

While monitoring your click-through rate …

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How to Fine Tune Your International Campaigns in AdWords

November 3rd, 2009 | Joe | Advanced PPC Strategies, Geo Targeting

You always need to exercise caution when utilizing broad match in AdWords. This almost goes without saying, but I said it anyway. The scope of queries matched to each broad match keyword has grown over the past couple of years, especially with the introduction of Google’s expanded broad match. Today, I will spin a cautionary tale about casting a wide keyword net within international waters.

First, I’ll describe what I found within one of our AdWords campaigns. Since one of our client provides international service, one of our campaigns was targeting a wide range of countries. As we were targeting …

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5 Tips To Save Money & Generate Additional Revenue with Ad Scheduling

October 29th, 2009 | Amber | Advanced PPC Strategies, Google AdWords

I know that ad scheduling/day parting isn’t new to PPC, but I was recently at a marketing conference where the speaker mentioned he used ad scheduling for nearly every one of his clients. This got me thinking: why I don’t use ad scheduling more often or at least run a few daily/hourly reports to see if it’s a good idea?

If you’re thinking about doing any kind of ad scheduling or day parting, there are a few tips you should follow before deciding to turn off your ads or even simply adjust your bids on a particular day of the …

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4 Pitfalls of Dynamic Keyword Insertion (DKI)

September 22nd, 2009 | Carrie | Ad Texts, Advanced PPC Strategies

Dynamic Keyword Insertion (DKI) is an advanced feature in each major search engine that can help you create more relevant ad text by automatically inserting a search query into an ad text. When used correctly, this tool can be very helpful in increasing the relevancy and click-through rate of an ad text. But if not applied correctly, your ad can end up disjointed, confusing, and completely irrelevant.

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How to Utilize Yahoo’s Ad Scheduling Feature

September 15th, 2009 | Joe | Advanced PPC Strategies, Yahoo! Search Marketing

Yahoo! has been making progress in updating their paid search platform. They have recently added some additional reporting functions that give you greater visibility into where you ads are appearing within their partner network. Today, we’ll discuss Yahoo!’s ad scheduling feature and how to best utilize it to enhance your PPC performance.

You may have noticed the relatively new column within your Yahoo! account titled, “Targeting.” Within this column you can adjust your demographic and geographic targeting, as well as your ad scheduling preferences. Here is a quick screen shot:

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Within …

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Managing Successful PPC Campaigns is a Science and an Art Form

September 8th, 2009 | Joe | Advanced PPC Strategies

Managing paid search campaigns requires a mixture of science and art. The scale probably tips more toward the scientific elements when it comes to optimizing your performance. However, in order to create a successful, well-balanced campaign, you can’t completely disregard either end of the spectrum.

Here are some skills/traits that you need to manage your PPC campaign effectively:

Statistics

Statistics is a mathematical science pertaining to the collection, analysis, interpretation or explanation, and presentation of data (according Wikipedia). This is the main driver behind PPC analysis and optimization. Having a thorough knowledge on how to collect and interpret data within your account …

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Common Problems (and Solutions) With URL Tagging and Tracking

August 31st, 2009 | Carrie | Advanced PPC Strategies

In Google Analytics, there is an order to everything. I learned this the hard way. In the past the PPC Hero team has shared with our readers some bad things that can happen when you combine destination URLs, tracking parameters and 301 redirects. Today I am going to shed more light on this subject and hopefully prevent someone from making the same mistake in the future.

I recently began working with a client that uses fairly complex tracking systems to monitor the profitability of their pay-per-click business. A part of this tracking system required me to setup tracking URLs at …

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