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
The Argument For Match Type Segmentation
There have been many debates recently in our agency and here on PPC Hero over match type segmentation. It’s not surprising that people get heated when hearing that their way isn’t best. I suggest that every Account Manager should do what they feel works best, but there are many factors to consider when deciding the best option. There is often a good reason that advertisers … [Read more...] about The Argument For Match Type Segmentation
Why We Track Conversions And How To Implement
When setting up a PPC account one of the first things you should consider is how to determine account success. Asking yourself this question is imperative to ensuring your efforts and dollars are valuable and resulting in revenue. Setting Up Conversion Tracking If you are a retail business you will likely want to track your shopping cart thank you/order confirmation page … [Read more...] about Why We Track Conversions And How To Implement
Now Available: Bid Optimization For High Valued Conversions
Previously in AdWords you could set bid strategies that focused on conversions at the campaign level, as seen below: Now, AdWords allows you to focus your bidding strategies on certain types of conversions that are more valuable to your company. What Does This Mean For You? Let's say for example your site is tracking sales and free catalog sign-ups. If you were … [Read more...] about Now Available: Bid Optimization For High Valued Conversions
Morning Clicks: Clueless Corporations, Beautiful Excel, 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. Hey, alright! Google finally introduced website click-to-call conversion tracking. [PPC Hero, Inside AdWords] It's a prudent marketer who learns from … [Read more...] about Morning Clicks: Clueless Corporations, Beautiful Excel, and More
The Real Impact of AdWords Close Variant Changes
Last week AdWords announced it would be removing the option to select whether we include or exclude close variants in our campaign settings. The justification is that those typing in search queries aren't perfect spellers. The intent behind a misspelled and correctly spelled keyword is the same. This is the same logic Google uses to tell us Tablet and Desktop are the same thing … [Read more...] about The Real Impact of AdWords Close Variant Changes
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
Morning Clicks: Bing Opportunites Tool Upgraded, AdWords Puts Focus on Shopping Campaigns
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. The new and improved look for Bing Ads came with updates to the opportunities tab with advice on what to change in your Bing account. [Search Engine … [Read more...] about Morning Clicks: Bing Opportunites Tool Upgraded, AdWords Puts Focus on Shopping Campaigns
Ad Scheduling Available on Facebook
Last week it was announced that ad scheduling would be available in the Facebook interface. It works the same way ad scheduling works in Google AdWords. How Do You Set It Up? If you go to the power editor for your Facebook ads and enter the "ad sets" tab, under the budgeting and ad set dates sections you can now find an "Ad Scheduling" section. Here you must select "Run ads … [Read more...] about Ad Scheduling Available on Facebook
AdWords Implements Shopping Campaigns Upgrade Tool
Have you upgraded your Product Listing Ads over to Shopping Campaigns yet? The due date is coming quickly, as Google has explained that by the end of August Product Listing Ads will be no more, and Shopping Campaigns will officially take over. Don't hit that panic button yet! AdWords has made it easy for advertisers to make the switch to Shopping Campaigns by launching … [Read more...] about AdWords Implements Shopping Campaigns Upgrade Tool
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
