The countdown to the Yahoo! And Microsoft integration has begun, and could be in full effect for PPC advertising as soon as November 1st. The transition from Yahoo! Search Marketing to Microsoft adCenter has filled our office with a mixture of excitement and nerves. As campaign managers, we have many questions about the impending changes and how they will affect our accounts. Some of the campaign settings and features in Yahoo! will transition over, whereas some will need …
Archive for the ‘Basic PPC Strategies’ Category
Welcome to the world of basic PPC strategies! These articles range from educational info on the various PPC search engines, to the utilization of match types and negative keywords to the essential pay-per-click management tips. Whether you’re a pay-per-click neophyte or a seasoned advertiser, basic PPC strategies hold a wealth of tips and tricks for you.
Yahoo! To Microsoft Transition Survival Guide
October 18th, 2010 | Bethany Bey | Basic PPC Strategies
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How to Troubleshoot Conversion Tracking Issues
We all know the importance of data but what is even more important is that the data you are tracking is correct. Your PPC success hinges on not only the numbers in your account but also that the numbers you are seeing are correct.
So what happens when you launch a new landing page and things are not tracking correctly, what can you do? Did you inherit an account and things aren’t looking quite right? In order to pinpoint the issue, …
How Can I Make it Better? Part 4: Improving Click-Through Rate
In the last couple of weeks on PPC Hero, we have been writing a series of posts themed, “how can I make it better?” Jen started the series with tips on improving your account structure. Amy then gave readers 6 steps to raise quality score, while Erin recently posted tips on improving poor landing pages.
Today, I am going to continue the series with tips on how to improve the ever-important click-through rate.
To give a little bit of …
Account Structure Set Up and Best Practices
Below is a break down of how PPC accounts are usually organized. They begin with campaigns, which are then broken down into ad groups. Each ad group has a specific, targeted set of keywords, and each ad group contains ad texts (preferably 2 or 3) that are relevant to the keywords in that ad group.
If you are looking at your PPC account and wondering “How can I make it …
Too Much of A Good Thing: Dealing With Duplicate Keywords
Let’s face it: PPC management is an ever-changing business. Managers and agencies come and go, accounts expand and shrink, and before you know it seven different people have had a hand in the evolution of an account. How many of the accounts that you currently manage did you begin? How many of your little PPC babies, whose campaigns and ad groups and keywords you lovingly crafted with your own hands, have gone off to make their own way in the …
Developing a PPC Strategic Plan
September 8th, 2010 | Erin | Basic PPC Strategies
You just got a new PPC client or maybe you are starting an account for a new brand or division of your company – what are you going to do first? Keyword research? Write ads? Before you dive in head first, take a step back and develop a plan. Ask some key questions, research the competitive landscape and think through things to make sure you set the account on the right path from the beginning.
In order to make the process …
Who’s Hot, Who Not: Finding A Great PPC Team
July 12th, 2010 | Jessica Niver | Basic PPC Strategies
Finding good help: it’s like the great professional field leveler. No matter how good you are at doing what you do, it doesn’t really mean you’re gonna be great at finding someone else who is good at whatever you need them to do- and that’s an issue, because a terrifying percentage of important projects are contingent on everyone doing their business both correctly and intelligently. The problem, in terms of our industry, arises because whether you’re an expert PPC manager …
How to Make Your Summer PPC Campaigns Sun-sational
July 6th, 2010 | Caleb | Basic PPC Strategies
Like many of you, I enjoyed a quintessential summer weekend during this past 4th of July holiday. I feel like I did almost everything people enjoy doing on warm summer days. My activities included spending time at the pool, eating lunch in the park, visiting a zoo (the Lincoln Park Zoo in Chicago is absolutely wonderful), watching World Cup games, and grilling out with some friends just before topping off the weekend with a traditional Indianapolis fireworks display.
All in all, …
Staying Ahead of Shifts in PPC Traffic -Part 2
June 11th, 2010 | Samyukta | Basic PPC Strategies
In my last post I discussed how to understand traffic trends in your PPC accounts. We went over looking at year-over-year data, utilizing tools such as Google Trends, keeping an eye on what your competitors are doing and staying abreast of the latest industry news. Now that you how to analyze what might happen to your traffic in the coming months, let’s talk about how to adjust your account to address these shifts in traffic.
Using Data Trends to Indentify PPC Opportunities
May 25th, 2010 | Erin | Basic PPC Strategies
The great thing about PPC is that it is easy to track and measure. When you link your PPC account with Google Analytics or other data program, you can exponentially expand your wealth of data to really understand who your user is and how they are finding you. All of this is great, but the data doesn’t do any good unless you use it. Don’t wait until your account is in trouble, looking into data now can help you …
