Testing is an important part of running a successful marketing campaign. Strike that – testing is an integral part of a successful campaign. Assuming anything can lead you to miss entire insights and opportunities for optimization. That’s why you read article after article, watch webinars and speakers, and study up on how to best test your content and targeting. As a lover … [Read more...] about The Tale Of 2 Landing Pages: An Ecomm Fable
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These AdWords Scripts Will Help Manage Shopping Ads
Last week I had the pleasure of returning to Portland, Oregon, site of the last US-based Hero Conf. Some of the locals had heard my talk on Shopping Ads and invited me back to cover the same topic at SEMpdx. They told me this would not be an audience of PPC newbies and since I’d already covered the basics of Shopping Ads, I decided to combine this topic with my perennial … [Read more...] about These AdWords Scripts Will Help Manage Shopping Ads
The Beginner’s Guide To A Full PPC Account Setup For SMB Ecommerce Clients
You hang up the phone and smile. That prospect you've been reeling in just saw the light. They are ready to jump on board. Congratulations, you just won the account! Your hard work has paid off and you can sit back and... Ok, who am I kidding, now is when the real work begins. Unless you work in-house, it is probably likely that you have worked on a full account setup at … [Read more...] about The Beginner’s Guide To A Full PPC Account Setup For SMB Ecommerce Clients
As They Say, “Location, Location, Location!”
So why Philadelphia? From Indy to Austin to Portland, it was time to make our debut on the east coast. We needed a scene that would fit our hip, tech-centric vibe that also had a thriving city-center complete with food, bars, and nightlife. We wanted accessible, walkable, and social. We craved culture. As home to the Liberty Bell, Rocky, a youthful Benjamin Franklin and so … [Read more...] about As They Say, “Location, Location, Location!”
Treat Your Bid Management Like Your Daily Fantasy Players
In my article earlier this month on why PPC Life allows you to wear many hats, I stated how I get to do things at work that I enjoy doing in my spare time. I used FanDuel as an example as to how some things I enjoy doing are similar to my everyday work life. Well - when coming up with my latest bid strategy ideas I came up with direct ideas from how player analyses' are done in … [Read more...] about Treat Your Bid Management Like Your Daily Fantasy Players
Paid Search Budgeting For 2016: Estimating Your Best Budgets
The calendar year is filled with milestones for a Paid Search marketer. From gift-giving holidays to college enrollment deadlines, we all mark our respective calendars with dates and time frames to remember year after year. An undeniably vital time for each and every single one of us is the deadline for Next Year’s Budget. Because this is such an important topic and I’d … [Read more...] about Paid Search Budgeting For 2016: Estimating Your Best Budgets
Advanced AdWords Budget Script
For a newer article on this topic visit: Automate And Better Manage Your Budgets With Scripts At the recent HeroConf in London, I had the pleasure of meeting several customers of Optmyzr. One of them told me they had to spend a significant amount of time ensuring that none of the accounts they managed would exceed the monthly budget set by their clients and that got … [Read more...] about Advanced AdWords Budget Script
5 Steps For Creating A Solid PPC Competitor Strategy
Analyzing the PPC competitive landscape can help provide key insight into performance trends and determine how your ads stack up to competition. By not taking the time to analyze PPC competitors, you could be missing out on huge gaps in your program that could leave your account vulnerable to deep-pocketed competitors driving up costs and stealing impression share. Below, we … [Read more...] about 5 Steps For Creating A Solid PPC Competitor Strategy
Making The Case for Attribution: Prove The Entire Value Of PPC To Your Stakeholders
My Google rep recently shared a study with me that stated people spend an average of 5 hours per day online and visit over 10 different sources before converting. For instance, potential customers in my PPC accounts are spending ever-increasing amounts of time on social media platforms such as Facebook and Twitter and review sites like Yelp. They’re researching and discussing … [Read more...] about Making The Case for Attribution: Prove The Entire Value Of PPC To Your Stakeholders
Bidding Methods For Platforms Outside Of Google
If you are a consistent reader of PPC Hero, then you've read up on in-depth bidding strategies for the Search Network in Google and Bing. But what are the best strategies to utilize on other platforms? How should we be bidding on the traffic being received from our ever growing Facebook budget? How about managing the money in Pinterest? Or what are best practices for bidding on … [Read more...] about Bidding Methods For Platforms Outside Of Google
Are Your Match Types Functioning The Way You Think They Are?
We all know that in AdWords there are three main match types: broad, phrase, and exact. Broad can be further narrowed down to regular broad match and modified broad – signified by “+” markers. When we analyze our accounts we often look at match type performance and search query reports, but one thing is often overlooked - queries can “exact match” to broad match keywords. What … [Read more...] about Are Your Match Types Functioning The Way You Think They Are?
Google Rolls Out RLSA To AdWords Shopping Campaigns
With the holiday season fast approaching, paid search advertisers received an early gift as Google introduced RLSA to AdWords Shopping Campaigns. Although advertisers have long since enjoyed the many benefits of Remarketing Lists for Search Ads, this update effectively extends their application to both Shopping ads (PLAs) and Local Inventory ads (LIAs). The increased reach … [Read more...] about Google Rolls Out RLSA To AdWords Shopping Campaigns
