Google AdWords

Google AdWords is what makes Google billions of dollars every year. Launched in 2002, it was not the first pay-per-click (PPC) network – that was Overture – but it was the best, because it introduced a much more sophisticated bidding management strategy that any business, large or small, could take advantage of.

Google AdWords was revolutionary, and remains so today because the platform introduced the concept of click-through rate and quality score as deciding factors in the auction. This enabled businesses to compete for relevancy in their search ad campaigns rather than simply top ad positions and meant that companies with the biggest ad budgets were not guaranteed to perform better.

Google AdWords has evolved beyond simply desktop search to offer a huge content network, called the Google Display Network, and also powers YouTube Ads and the largest mobile PPC ad network in the world. Google AdWords offers powerful targeting options to advertisers with image ads, ad extensions, enhanced campaigns and dynamic remarketing, to name just a few. Google also offer a number of automation solutions and keyword bidding tools such as AdWords Editor and AdWords scripts to reduce the time spent managing campaigns.

Whether you are a beginner, intermediate or advanced PPC campaign manager, PPC Hero is here to help you generate better results from your campaign budget.

Google Analytics: Meet The Pivot Table

By , Account Manager at Hanapin Marketing

Google Analytics can be intimidating and often times used for the most monotonous tasks. Don’t get me wrong, even the simplest data can be insightful and allow for great optimizations within any account. However, are you leveraging Google Analytics to its fullest potential? Are you diving deep enough into the data to find hidden treasures?   Below are a few…

Take Our Version Of The AdWords Fundamentals Exam

By , Senior Account Manager, Community

For many years, Google has required that advertisers complete the Fundamentals exam in order to become AdWords certified. However, one of the common concerns is that the exam isn't always up to date.   Fear not PPC Heroes, as we've created our own version of the exam for you to test your knowledge! For brevity sake, our exam is only 50…

Google To Initiate AdWords Design Overhaul

By , Production Associate at Hanapin Marketing

If AdWords aged at the same pace as a human it would currently be utilizing a learner's permit and preparing for an upcoming driver's exam. Furthermore, this "teenager" would have been sporting the same semi-outdated style since the second grade. Fortunately at just over 15 years old, the primary paid search platform is slated to undergo its first complete design…

Use Customer Feedback To Optimize Your PPC Campaign

By , Head of Global Digital

Customer feedback gives marketers and business owners the insights to improve their product or service. It also gives PPC strategists the opportunity to improve the performance of their biddable media campaigns.   To this end, seller and product ratings are a great way to help you improve your conversion rate and boost your quality scores. This blog post will look…

Why SMBs Should Not Run AdWords Accounts

By , Senior Account Manager, Community

The headline may seem like click bait, but rest assured, I fully believe this statement. I’m writing this post because for years, AdWords’ marketing has simplified the management process and claimed that businesses of any size can participate. Though this messaging has tailed off as of late, small businesses are still at a severe disadvantage when trying to run AdWords…

Google Display Network Targeting: What You Need To Know

By , Production Specialist

The goal of the Google Display Network (GDN) is simple. It is to bring your message or product to exactly the right customers no matter where they are online. AdWords' contextual targeting tools match your ads to relevant web pages, like targeting travel-related websites if you sell airline tickets.   [caption id="attachment_30421" align="aligncenter" width="579"] The Adwords Display Network tab[/caption]   Here…

Use Custom Metrics To Visualize The Impact Of No Sidebar Ads

By , Account Manager at Hanapin Marketing

Many sidebar ad thoughts have been bouncing around the PPC Industry as of late. Our own Kayla Kurtz wrote about her sidebar ads conspiracy while Matt Umbro spoke to what the announcement means for advertisers.   Now that Google has had the new layout of no side ads and 4 top ads (in highly competitive auctions) set up for a…

Sidebar Ads – My Conspiracy Theory

By , Senior Digital Advisor at Hanapin Marketing

The best, and sometimes worst, thing about paid search is that while everything changes…it all stays the same. I’m specifically talking about the ever-dynamic world that is Google AdWords. There are always small tweaks and adjustments, and usually, the wide-sweeping changes are few and far between. The latest and greatest of these changes has been the removal of sidebar ads.…

How To Use Multi-Channel Funnels To Improve Your PPC

By , Associate Director of Paid Search at Hanapin Marketing

A successful digital marketing program is based upon a solid understanding of how individual channels interact with each other. Therefore, paid search must be looked at holistically as well. Simply measuring performance in a silo-based solely on direct performance undercuts the full value of PPC. Failure to understand paid search’s contribution to the entire digital marketing program could result in…