This post comes to us from our friend Ruth Derby, a Paid Advertising Executive at The Tomorrow Lab. Her post was originally shared here. Hear more from Ruth on Twitter - @ruthcowan5. (Note: This post has been lightly edited from its original version) Last [year], I had the opportunity to attend Hero Conf London at etc.venues, St Paul’s. Spending two full days in buzzing … [Read more...] about 5 Heroes of Hero Conf London 2016
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Why Manual Bidding Will Slowly Ride Into The Sunset
Throughout the evolution of AdWords, we have seen so many rollouts and changes to how we manage our campaigns and strategy. Removal of close variant controls, the removal and then re-introduction of device bidding, ETA’s, the dread of changing to the new UI. Despite all of this, one thing has always remained a constant: Control of our bids and the choice to use automation if … [Read more...] about Why Manual Bidding Will Slowly Ride Into The Sunset
My Summer with Hanapin Marketing
My experience with Hanapin gave me high standards for future employers and taught me why your colleagues are the most important part of your job. This summer I was a Client Services Intern at Hanapin Marketing for 10 weeks. Although it was my first experience as an intern, it set the bar high for future internship programs. Going into my first internship, I was nervous of … [Read more...] about My Summer with Hanapin Marketing
Comparing AdWords & Real Estate: Understanding CPC Inflation
There are many surprising similarities between AdWords auctions and real estate markets. What can one ancient industry teach us about one that is so new to us? By comparing the two we'll try and understand more about CPC inflation, effective investment strategies and where the industry could be heading. AdWords auctions are like real estate auctions in many ways. A savvy … [Read more...] about Comparing AdWords & Real Estate: Understanding CPC Inflation
3 Easy Landing Page Updates To Improve Quality Score
If you are immersed in the world of PPC, then quality score is surely a term that you’ve heard time and time again. Many advertisers know that quality score is important and that it needs to be addressed, but many don’t know exactly where to start. What’s in our control and what’s out of our control? What changes can we make that can have an impact on quality score? In today’s … [Read more...] about 3 Easy Landing Page Updates To Improve Quality Score
Ads in Mobile Apps: Not Just For Other Mobile Apps
A week ago I was researching ad placement ideas for a client trying desperately to deliver something deliciously new and creative. I am admittedly, not much of an “app” person, but as I kept stumbling upon apps related to my client’s industry, I got wide-eyed at the thought of deliberately placing an ad in a related app. Typically in my display efforts, I purposely avoid in-app … [Read more...] about Ads in Mobile Apps: Not Just For Other Mobile Apps
Automate Your Manual Bidding Strategy Using Supermetrics
One of the most important parts of our job as PPC’ers is bidding. We place bids to win auctions to gain conversions and leads. A big part, then, of our PPC strategy is optimizing bidding. There are several bidding strategies out there, but they can be simplified down to two categories: automated bidding and manual bidding. Automated bidding can be helpful, especially in … [Read more...] about Automate Your Manual Bidding Strategy Using Supermetrics
A PPC Account Manager’s Checklist
Whether you’re the most novice paid advertiser or a seasoned vet, the question “what do I do now” has likely come up numerous times. Maybe you feel that you’ve done all you can do and are stuck. Maybe you’ve been so busy driving strategy that daily/weekly account maintenance has fallen by the wayside. Maybe you’re working through the learning curves of managing your first PPC … [Read more...] about A PPC Account Manager’s Checklist
Join us for Unbounce’s PPC Week!
You optimize ad copy, you bid on ad placements. You do all the things any good PPC marketer should do. But, somehow, you’re not getting the results you need. Your competitors beat you to Google’s top spot again, your click-through rate is low and — oh crap — you’re all out of dough. Your PPC campaigns are costing more but giving less. PPC is getting more competitive and it’s … [Read more...] about Join us for Unbounce’s PPC Week!
Democratizing AI – Making the NOW Available for All
Bots, artificial intelligence, and personal digital assistants are the new norm in the quickly changing realm of marketing and advertising. Though the technology may seem daunting to any business, there are simple solutions for any size organization to realize a positive impact from embracing such change. Join Agency Director Adrian Cutler of Microsoft Search Advertising as … [Read more...] about Democratizing AI – Making the NOW Available for All
Defining Negative Keyword Match Types
An essential and fundamental step in creating your campaigns and ad groups is building and adding your keyword lists. Any keyword you add should, of course, be related to the product or service you’re offering. The goal is when a potential customer is searching for a solution your ad will show, and then lead them to your site. Unfortunately, search advertising isn’t always … [Read more...] about Defining Negative Keyword Match Types
Did I Do That: Using the GA Effect Tool For Statistical Significance
I’m going to run a scenario by you, let’s see if this sounds familiar: “We launched display a few months ago, has this had an impact on our search traffic?” “Is direct conversion volume affected by ___?” Like Steve Urkel, you might be wondering… What’s your next step in any of the above situations? One option is to pull a simple report showing the appropriate … [Read more...] about Did I Do That: Using the GA Effect Tool For Statistical Significance
