As we end series week we'll be looking at a once optional feature that will now be mandatory. If you haven't heard, AdWords will soon be removing the option to exclude exact and phrase match keyword variations. This impending update has caused much stir in the PPC community. We asked our authors what they think of the change. What are your thoughts on Google's decision to … [Read more...] about PPC Roundtable – AdWords Close Variants
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Easily Predict The Future Performance Of Your PPC Account
This week we’ve been explaining the value behind the regular tactics and routine maintenance you hear so much about from our PPC Hero team. Today’s lesson involves the concept of projecting performance for the upcoming weeks. First, let me address the “why” of projections performance. The entire concept of this exercise is to get an estimate of, ceteris paribus, the … [Read more...] about Easily Predict The Future Performance Of Your PPC Account
Account Structure: The Backbone of PPC Success
Prior to my career in paid search, I spent time designing databases. It was instilled in me that a great structure was key to a great database. If the structure were laid out in a clean, logical manner, the data quality and integrity would be far superior. The same holds true for PPC accounts. Campaigns with tightly themed ad groups and targeted keyword sets will usually … [Read more...] about Account Structure: The Backbone of PPC Success
Why Do We Test PPC Ads?
Novels have been written regarding the art of ad testing. Whether it involves the creation of persona-based ad copy or a re-evaluation of your core testing metrics, there are countless posts educating us on how to make the most of our ads. But while there might be a lot of information out there about how we should test our ads, there aren’t many that try to explain why. This … [Read more...] about Why Do We Test PPC Ads?
Expect Accountability From Your PPC Agency
As a client, you should expect accountability and professionalism from your paid search agency. Your agency should take the time to learn your business and genuinely care about the success of your campaign. Poor performance is generally the reason relationships ultimately don’t work out, but lack of accountability on the agency side is often a major factor in these … [Read more...] about Expect Accountability From Your PPC Agency
Why It’s Crucial To Audit PPC Accounts Ahead of Management
This month’s blog series is all about why we do what we do in paid search. We’re always talking about best practices, methodologies and strategies we utilize, but why are those methods the standard? Why do those methods and strategies work? We’ll discuss anything and everything – ad copy, mobile, account structure, projections, bid changes, keyword match types, conversions and … [Read more...] about Why It’s Crucial To Audit PPC Accounts Ahead of Management
Why We Ignore Net Gains In PPC
Many reports ignore net gains by presenting data in some variation of the format: This table does a decent job of showing performance (of course there would be more metrics like CPC and conversion rate) but it doesn’t make it very clear what the cost of the change in performance was. By that I mean, what were the net gains (or losses) between June and July. This is … [Read more...] about Why We Ignore Net Gains In PPC
Quality vs. Quantity of PPC Conversions: A Case Study
As pay per click professionals we’re faced with the age-old dilemma of balancing how many leads we produce for our clients vs. the quality of those leads. In many instances, we must sacrifice quality of lead in order to produce quantity and vice versa. The question that seems to come up in discussions with my colleagues is what to focus on first, quality or quantity? Today I … [Read more...] about Quality vs. Quantity of PPC Conversions: A Case Study
What I Learned During My First Year in PPC
My 1-year anniversary at Hanapin is this month, and what a year it’s been! From the ten-week training program, to getting my first client, to my first on-site client presentation, it has been a rollercoaster. I’ve been reflecting a lot lately on everything I’ve learned (which has been a lot). Not only the ins and outs of PPC, but soft skills like internal and client … [Read more...] about What I Learned During My First Year in PPC
5 Strategies For Dealing With Restricted PPC Budgets
We’ve all seen it: the little orange text saying, “limited by budget” next to your campaign. The red alert that Google uses to say, “hey, you’re limiting your campaigns!” Unfortunately, we can’t always choose when we can open budget up, and we aren’t always able to expand budgets even when performance is great. These 5 strategies will help you make the most of these … [Read more...] about 5 Strategies For Dealing With Restricted PPC Budgets
6 Tactics For Writing Better PPC Blogs
New PPC blog posts go live every day. Many blogs consistently produce great content, while others miss the boat (hopefully we provide the former :) ). After reading, writing, and editing 100s of posts during my career, I’ve identified six tactics to help you become a better PPC blogger. It’s important to note that the majority of these tactics can also be utilized for any … [Read more...] about 6 Tactics For Writing Better PPC Blogs
[Webinar Recording] PPC Mistakes You Didn’t Know You Were Making
Let’s face it - in the flurry of the tasks and strategy involved in PPC, you've made mistakes. Many of them avoidable and some of them huge. No matter how much of a seasoned digital marketer you are, it happens. In this webinar, our experts will go through four different areas where mistakes occur frequently, sometimes without you really understanding what the problem is. In … [Read more...] about [Webinar Recording] PPC Mistakes You Didn’t Know You Were Making
