Top Performer campaigns seem to be all the rage. They’re like the kimchi taco of the PPC culinary world. Some folks have been doing it for a long time while others have a vague understanding of what they’re doing, but launch into it anyway. Instead of going through the motions of explaining why you need a Top Performer campaign, as there are many resources for that, let me … [Read more...] about Top Performer Campaigns: Case Study of Hipster PPC
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How PPC Creates Synergy Throughout The Marketing Program
PPC both complements and positively affects other areas of your online and offline marketing programs. For example, let’s say a business is selling sporting goods. A prospect clicks an ad, lands on a page that sells tennis balls and buys 10 of them. Not only was the primary goal of generating a sale achieved, key information was also collected, such as phone number and email … [Read more...] about How PPC Creates Synergy Throughout The Marketing Program
[New Webinar with Bing!] New features, awesome hacks, and whats in Beta…
Bing Ads is continually evolving itself to keep up on the heels of Google AdWords. In its quest, Bing released awesome interface tools, as well as some brand new features in those tools to help you further optimize your account. In this webinar, you'll learn a number of actionable takeaways to enhance your account's performance such as best practices for Shopping Campaigns, … [Read more...] about [New Webinar with Bing!] New features, awesome hacks, and whats in Beta…
4 Insanely Easy-To-Implement Features For Ecommerce Retailers
Occupying additional paid search real estate is paramount when trying to stand out from the competition. Everything from ad extensions to Shopping ads, to various aesthetics when writing ad copy comes into play. Along these lines, I've put together a list of 4 lesser used techniques which help to take up more real estate. These techniques include: Review Extensions Google … [Read more...] about 4 Insanely Easy-To-Implement Features For Ecommerce Retailers
Build And Sustain Successful PPC Relationships
While landing a new client can sometimes be viewed as the biggest hurdle in any marketing relationship, keeping the client happy and having a successful relationship is even more important. Sure, landing a client is a difficult task. You have to offer all the services they expect or need, have a pricing structure they’re comfortable with, and you’re usually up against stiff … [Read more...] about Build And Sustain Successful PPC Relationships
3 Tips You Need To Know Before Creating Bing Shopping Campaigns
Bing recently announced the release of the Bing Shopping Campaign (BSC) beta to a limited number of advertisers. Bing Product Ads have been around for a while and work great for ecommerce accounts. As we’ve seen with Google Shopping campaigns, the benefit of the new shopping format allows for easier management, share of voice reporting for benchmark CPCs and segmentation … [Read more...] about 3 Tips You Need To Know Before Creating Bing Shopping Campaigns
Bing Ads Introduces Automated Rules
This week, Bing Ads announced the release of Automated Rules. Similar to Google AdWords, Bing Automated Rules give you the ability to schedule and automate your top campaign management actions. In this initial release, you can automate campaigns, ad groups, ads, and keywords. Here is where you can find the Automated Rules section in the Bing Ads interface: There are … [Read more...] about Bing Ads Introduces Automated Rules
How PPC Provides Competitive Insights To Organizations
The problem many marketing managers experience when making the case for paid search is proving sufficient value and potential return for a business. Pay-per-click advertising is very technical and, therefore, easy to become lost “in the weeds” at the expense of educating leadership on its strategic benefits. Here is one strategic benefit that PPC provides to an … [Read more...] about How PPC Provides Competitive Insights To Organizations
Increase User Engagement For PPC Traffic
For most PPC accounts, our focus is to gain revenue or leads. This gives us a (somewhat) clear idea of what kinds of optimizations to make and how we should run the account. However, for one account, the strategy shifted to boosting the quality of site visitors and user engagement. Using Google Analytics we came up with an action plan. The Challenge This particular client, … [Read more...] about Increase User Engagement For PPC Traffic
Webinar – Power Your Bing Ads: 3 Surefire Tools To Enhance Your Account Performance
More about this Webinar Bing Ads is continually evolving itself to keep up on the heels of Google AdWords. In its quest, Bing released awesome interface tools like the Campaign Planner, Auction Insights, Shopping Campaigns (still in beta) and Universal Event Tracking. In the recording, Bing Ads Account Manager, Eric Couch, and Hanapin's Senior Account Manager, Carrie Albright, … [Read more...] about Webinar – Power Your Bing Ads: 3 Surefire Tools To Enhance Your Account Performance
The Monkey & The Cat: When To Ignore CTR
Click-thru-rate (CTR) is a basic concept of paid search. It is defined as clicks divided by impressions and is a measure of people that see an ad and actually click through to the website. CTR can give insights to ad copy relevance and it holds some influence over quality score. CTR has its hands in all parts of paid search because of the relationship between the search query … [Read more...] about The Monkey & The Cat: When To Ignore CTR
Two Reasons Why I Don’t Buy Into The Quality Score Hype
I’ve never really understood the hype and over the top attention afforded to quality score. I understand why search engines need to have an algorithm that determines bid prices and ad rank. However, what I can’t wrap my head around is why so many marketers are overly fixated on a metric that ultimately doesn’t have much bearing on the performance of an account from a business … [Read more...] about Two Reasons Why I Don’t Buy Into The Quality Score Hype
