Search Results for: PPC

We have discussed what to do if your optimization doesn't go as planned. But how do you convey this information to your client? Throughout this document, you should have noticed a theme: communication with your client is essential to a healthy relationship. So the best way to communicate this information is with clarity and transparency. In general, when you need to paint … [Read more...] about With Transparency and Clarity, Explain Why Goals Have Not Yet Been Met

A Google AdWords pay-per-click campaign will not be successful unless special attention is paid to improving and maintaining your AdWords Quality Score. What is Quality Score? Well, as defined by Google: "Quality Score is a dynamic variable assigned to each of your keywords. It’s calculated using a variety of factors and measures how relevant your keyword is to your ad … [Read more...] about What You Need to Know About the Google AdWords Quality Score

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

Earlier in this document, we discussed how to familiarize yourself with your client's landing page quickly. The tactics we discussed can bring you up to speed on how your client is tracking sales/leads via their contact form or phone calls. Once you have established that leads/sales are being tracked properly, what are the steps for optimizing the performance of your … [Read more...] about The Five Elements of a Successful Landing Page

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

Once you have gained a working knowledge of the historical performance of the campaign, you can prioritize your action plan. When you inherit a PPC account, you need to prioritize the changes you are planning so that you will make the most progress at the fastest pace possible. Initially, you will want to make a series of swift adjustments that will quickly improve the … [Read more...] about Prioritize Your Plan of Action and Make the Biggest Progress at the Fastest Pace

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