We’re wrapping up "Back to School" series week at PPC Hero with Jersey Jeff’s post on back to school in the EDU industry. Even though we're entering the final week of July, school will be starting back up soon. Our authors have been sharing tips and insights for running productive Back To School campaigns while also speaking to how account managers can most effectively discuss … [Read more...] about Managing PPC Education Accounts During Back to School Season
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Why Website Redesigns Impact PPC More Than You Think
It’s a common perception during new website builds or redesigns that search engine optimization (SEO) should be considered from the beginning. From keyword research to content creation, and through the user experience process, SEO needs to be addressed. However, questions surrounding how the new site will impact PPC efforts are rarely addressed. I often encounter three areas … [Read more...] about Why Website Redesigns Impact PPC More Than You Think
Back To School PPC: Get In The Bus Driver’s Seat
This week we’ve been discussing the Back To School season, arguably the biggest thing to hit e-comm since the winter holidays! There are many details to consider when approaching your first Back To School campaign, or when simply evaluating when and how to set this year’s BTS efforts live. Today we’ll cover the first steps of not only knowing your own traffic, but also … [Read more...] about Back To School PPC: Get In The Bus Driver’s Seat
Take Advantage of AdWords Audiences With RLSA Campaigns
Are you taking advantage of the Audiences tab in AdWords? If not, why not? This tab gives you the option to add audiences (groups of users who have visited your site) to your existing search campaigns and bid differently for them. This technique is known as Remarketing List For Search Ads (RLSA’s). Your bidding strategy can become increasingly targeted enabling you to move from … [Read more...] about Take Advantage of AdWords Audiences With RLSA Campaigns
4 Steps To Back To School Success
It's time again for series week at PPC Hero! This week's theme is "Back to School." Even though it's only July, school will be starting back up soon. Our authors will be sharing tips and insights for running productive Back To School campaigns while also speaking to how account managers can most effectively discuss strategy with clients. We'll also hit on the education … [Read more...] about 4 Steps To Back To School Success
[Webinar Recording] 10 Ways To Outsmart Your PPC Competition
You're doing so many things right in PPC, but your competitors still seem to be gaining an edge on you. Nevermore! It's time to get on your boxing gloves and start fighting with smart strategy and tips your competitors don't know about (yet!). From quality score to ad extentions to conquesting, be ready to be a smarter PPC manager. In the recording below, experts Erin Sagin … [Read more...] about [Webinar Recording] 10 Ways To Outsmart Your PPC Competition
A Guide to AdWords Bid Adjustments
Bid adjustments are a fundamental part of PPC. It’s important that you have a firm grasp of what your bid strategy is and what options you have in terms of actually changing those bids. While there are many bid management software options (Acquisio, Marin, etc.), we’ll go over the native features in the AdWords interface and the pros and cons of each. Manual Bidding If you … [Read more...] about A Guide to AdWords Bid Adjustments
How to Track Facebook Conversions in 5 Easy Steps
As Facebook advertising continues to expand targeting options and more money is being invested in Social PPC, it’s important to know which ads are actually driving conversions. Below we will cover how to setup Facebook conversion tracking and how to use that data to optimize for conversions. How Does Facebook Conversion Tracking Work? The Facebook conversion pixel allows … [Read more...] about How to Track Facebook Conversions in 5 Easy Steps
Why You Should Do Dynamic Retargeting on Facebook
You’re an ecommerce advertiser and you’re allocating significant media spend towards driving potential buyers to your website through Search, Display and Social. But you keep hearing that even when visitors land on your website, 70% of them are abandoning their online shopping carts. How do you take advantage of all that great traffic to fast track the path to purchase? If … [Read more...] about Why You Should Do Dynamic Retargeting on Facebook
Understanding Causation and Correlation in Paid Search
As account managers we spend much of our time surrounded by data— percentages, rate stats, averages, raw numbers spilling around us like the cascading binary from The Matrix. And through sheer exposure to this sea of numerical information, we develop a foundational understanding of how PPC works. However, the data that surrounds us isn’t comprised only of results. It holds … [Read more...] about Understanding Causation and Correlation in Paid Search
Need to Get Under the Hood? 6 Tips For Performing An Effective PPC Account Audit
Over the last few weeks, I have spent quite a bit of time auditing PPC accounts in order to identify opportunities and provide specific recommendations to help keep accounts moving towards their goals. The biggest issue I face when starting an audit is where to begin and what direction to take. There are so many moving parts to a paid search account that it’s easy to get … [Read more...] about Need to Get Under the Hood? 6 Tips For Performing An Effective PPC Account Audit
4 Negative Tactics To Save Money
We tend to think of our PPC accounts in terms of how we can grow volume. There are always keywords to add, new sites to target with your Display ads, different ad copy to test, etc. However, there are many ways to save money by thinking negatively about your account management. What should you be excluding? What are you targeting that you shouldn’t be? Taking advantage of these … [Read more...] about 4 Negative Tactics To Save Money
