Multiple accounts that I manage daily use city or state specific geo-targeting at the campaign level. While we have the option to use geo-bid modifiers across the campaign, this type of segmentation takes optimization to the next stage. Inside every paid search account manager, there is a control freak. Targeting campaigns at the city level gives us that much control over our … [Read more...] about 13 Reasons You Should Geo-Target PPC Campaigns
Search Results for: match type segmentation
The Ultimate Guide to Google Analytics – Part 1: Administration Settings and Configuration
Google Analytics Settings Google Analytics is vital to gaining business insights about your website. The most important takeaway is that your analytics can unquestionably lead your business to better decisions. Out of the box, Google Analytics is tremendously powerful. When you take the time and dedicate the business resources to the customization of Google Analytics the … [Read more...] about The Ultimate Guide to Google Analytics – Part 1: Administration Settings and Configuration
The Impact of Campaign Structure on Bid Management – Part I
As an Ad Tech software company providing automated bidding & campaign management solutions, we are frequently responding to advertisers who are concerned that mysterious bidding algorithms are not optimizing their bids appropriately. When I’m tasked with reviewing bid management performance for these advertisers, I frequently find issues unrelated to bid levels that are … [Read more...] about The Impact of Campaign Structure on Bid Management – Part I
Low Keyword Search Volume? No Problem!
Over the years, I’ve discovered that one of my favorite account structure strategies involves the use of two specific tactics: ad group segmentation by match type and embedded negatives. It allows for a level of control in your matched queries that a tiered bidding strategy simply can’t match (as proven by Rachael in the linked article above). However, this strategy does have … [Read more...] about Low Keyword Search Volume? No Problem!
Morning Clicks: Dynamic Sitelinks, PLA Product Ratings, and More
Morning Clicks is your mid-week roundup of digital advertising news and notes. We're your one-stop shop for the most relevant and important news in the PPC world. Grab your cup of joe and come see us every Wednesday morning. Big news out of Bing. The interface is getting a new look. [Bing Ads] Google Analytics now offers reporting for display targeting in AdWords. [PPC … [Read more...] about Morning Clicks: Dynamic Sitelinks, PLA Product Ratings, and More
8 Fixable Shortcomings That A PPC Audit Would Uncover
We’ve all been there: A new account comes across your desk and you get to spend the next few days digging in and finding all the flaws that you can then turn into “quick wins” for your team. But what will someone uncover when they audit your account? While your account may be in good, even great, shape, there is always something to find. Today I break out 8 specific oversights … [Read more...] about 8 Fixable Shortcomings That A PPC Audit Would Uncover
Yes or no? Reasons for Restructuring Your PPC Account
Deciding to restructure an account is one of the toughest decisions a paid search manager has to make. We often inherit accounts that were not built employing best practices, making account management an overly cumbersome and hard to manage process that often impedes performance. In order to achieve long-term success in our accounts, we sometimes have to rebuild our campaigns … [Read more...] about Yes or no? Reasons for Restructuring Your PPC Account
Build Out Your Account With 3 Time-Saving Tips
It's series week on PPC Hero, and for July that means we're all about finding you ways to save time and money on PPC. Whether that means a lightning-quick account audit or some time-saving techniques to streamline the dreaded ad review, we're here to lend a helping hand in reclaiming a little bit of your work life from the rigors of PPC account management. For today, we're … [Read more...] about Build Out Your Account With 3 Time-Saving Tips
The Total Guide to Product Listing Ads: Part 5, Targeting Strategies
You’ve asked for it, and here it is: The Total Guide To Product Listing Ads. We have a feeling this product will continue to expand and get cool, new features since it’s doing so well for our eCommerce accounts. But, there is so little information out there about how to set these up and make them work for you right now. We took it upon ourselves to put everything we know about … [Read more...] about The Total Guide to Product Listing Ads: Part 5, Targeting Strategies
Google Grants Us Mobile Specific Value Tracking
We complained and Google listened. As the Enhanced Campaign migration is underway, the Googs have responded to our concerns about existing in a world of all-device campaigns. One solution they are bringing to the table involves parameters in the Value Track tool. Value Track is an AdWords keyword level URL-tagging feature that allows you to gain insights from all sorts of … [Read more...] about Google Grants Us Mobile Specific Value Tracking
Starting PPC For eCommerce Sites: A Beginner’s Handbook Part 2
In part 2, we'll cover account structure & budgeting. You’ve come up with the perfect eCommerce site. Maybe you got in on a great wholesale deal for miniature furniture for dollhouses. Maybe you spin your own yarn out of your angora bunny’s hair and it’s selling like proverbial hot cakes. But, you seem to have reached your limit for growth through the marketing channels … [Read more...] about Starting PPC For eCommerce Sites: A Beginner’s Handbook Part 2
It Might Be Time To Revisit Your Account’s Structure
For this month's series PPC Hero decided to go back to the basics, but with a twist. We'll be tackling all of the standard best practices for bids, ads, and keywords. But we'll also share some of our personal insights about what works, what doesn't, and what you can apply to your own accounts. Account Structure 101 For today's lesson, we're going to start at the very … [Read more...] about It Might Be Time To Revisit Your Account’s Structure
