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.
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 …
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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 …
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.
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 …
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 …
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 …
Typically pay-per-click managers who promote a nationally available product or service only run a nationally-targeted campaign. But they are missing a huge opportunity to serve relevant ads for local search queries.
With increasing competition in the SEM industry, advertisers are looking for more ways to optimize their campaign. By implementing geo-targeting for a National campaign, you can get ahead of the competition, become more relevant to your audience, and also take your advertising dollars further. It is time to dig deeper …
Several of our clients have compliance teams that must approve each and every word the company uses to promote its services and/or products. According to Wikipedia, compliance is defined as: “the goal that corporations or public agencies aspire to in their efforts to ensure that personnel are aware of and take steps to comply with relevant laws and regulations.”
It’s quite a tedious process to submit each and every PPC ad text to a team that will pick and …
Lately I’ve been discussing how global changes to your PPC account can affect your overall performance. In a nutshell, making big changes all at once can have big consequences (good and bad). Today, we’ll explore a strategy that will help maintain your performance and mitigate Quality Score shock to your campaigns when making global ad text overhauls.
In a recent post I discussed how moving keywords can affect your campaigns performance, and today we’re focusing on ad texts. As …
Lately, I’ve been writing a series of articles on the Google Content Network. Previously, we have discussed Content Network bidding strategies; how to and why you should separate the Search and Content network distribution; how to use your performance data to create placement targeted campaigns (not written by yours truly); how to locate performance fluctuations; and I’ve also laid out an overall action plan to get better results on the Content Network.
Now, I would like …
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