Search Results for: Google Ads

Creating a smart account structure helps keep your keywords organized, saves you time, and helps improve your quality scores with Google. If Google AdWords can see that your keywords are in highly targeted ad groups with well-written and highly targeted ad texts, you'll likely get a great quality score, which helps you rank higher in Google but pay less. Once you have … [Read more...] about Upload Your Account Structure to adCenter Quickly and Easily

Simply put, the search and display networks are completely different beasts and need to be treated as such. It will save you a lot of time and headache to separate these two networks, even if they are lumped together when you inherit the account. To quickly recap, the search network refers to ads that display based on keywords entered directly into a search engine. You … [Read more...] about Separating Your Search and Display Networks within AdWords

Create a Long-term Plan for Optimization and Expansion of the Account There are two main tactics to employ when inheriting a PPC account: optimization and expansion. These two tactics are equally important to taking a PPC campaign to the next level, but they should be approached separately because they have different intentions. In this two-step process, optimization … [Read more...] about Ongoing Management and Optimization

The following steps will help you make progress, fast and without headaches (though they likely will come later).The most important word here is fast. These tips will give you a quick start to turning around the campaign you have inherited, without having to invest much time. Start with these tips and then move on to our other recommendations. Review Your Account … [Read more...] about Make Quick Progress by Reviewing Your Account Settings

So you inherited a PPC account. You took charge of things, won the client over, and planned and executed your account-wide optimization. Things should be going swimmingly, but suddenly you realize that the account isn't performing as you had planned, and worse yet, you aren't reaching your goals. What do you do? First of all-DON'T PANIC! Take a deep breath and allow … [Read more...] about Learn What to Do When Your Account Optimization Doesn’t Work as Planned

Best Practices for Transferring PPC Accounts between Managers You want the transfer of the PPC accounts to go as smoothly as possible. Therefore, you need to acquire the necessary account information from the previous manager in a courteous and professional manner. The client may already have all of the information you need, but you still may need to contact the previous … [Read more...] about Inheriting the Account

Whether you're starting a PPC account from scratch or inheriting a large account from another agency or manager, the story should start pretty much the same. "Once upon a time in PPC land, I opened a Google Analytics account and double-checked that all of my traffic and conversion tracking was implemented correctly." Maybe this process isn't a fairy tale, but ensuring you … [Read more...] about How to Set Up Proper PPC and Analytics Tracking

Within this document, and on our blog, we focus mainly on Google AdWords and Microsoft adCenter. This is because these search engines own the lion's share of the search industry. However, second-tier search engines can generate supplemental traffic, leads, and revenue if they are managed and monitored properly. Each second-tier PPC search engine has a unique user … [Read more...] about How to Manage and Optimize Second-tier PPC Search Engines

Understanding performance history is critical to making the future of the account successful. If you inherit a PPC account from another management firm or another company, it's important to begin running reports and gathering important data on key metrics you will be measuring. Here are the key metrics that are important in every PPC campaign. This is a good checklist that … [Read more...] about Grasp the History of an Account by Reviewing a Few Key Metrics

There is a series of steps you need to complete to quickly review your new client's landing pages and website. The purpose of this review is to make sure that all of the lead/sales tracking measurements are in place and that data is being tracked correctly. Review analytics tracking code: You would be surprised at how many companies are not running analytics on their … [Read more...] about Get to Know Your Client’s Website and Landing Pages Quickly

Another extremely important tactic to successfully inheriting and optimizing a PPC account is to build a negative keyword list. Having a comprehensive negative keyword list can significantly improve not only your CTR but also your conversion rate. Below you will find a list of resources that we use to build a robust negative keyword list: Search Query Report Run a Search … [Read more...] about Four Quick Ways to Expand Your Negative Keyword List