I recently found myself in a situation that most PPC-ers will experience at some point. I needed to decrease spend in order to hit a cost-per-lead goal and I did not know where to start. Of course, I asked myself one important question, “Where do I decrease spend in the account in a way that least impacts conversions?” In an account that’s relatively new or in an account … [Read more...] about How I Cut Costs By 20% Using Monthly Bid Schedules
Search Results for: ROAS
The 4 Personality Types You Deal With In Paid Search
By now we all know the 4 personality types: Analytical Driver Amiable Expressive Even though we know them, how much time do we spend deciding which type the person we are talking to is? Probably not much. If we did, the way we deal with them would probably be different. A lot of the time we like to treat people the way we would like to be treated. When it comes to … [Read more...] about The 4 Personality Types You Deal With In Paid Search
The Coolest AdWords Feature You Aren’t Using
Update - We've created 3 location business data templates that you can download for use in your account. Download here. What if I were to tell you that AdWords gives you the ability to customize ads at scale? And I'm not just talking about ensuring that the user search query matches the ad headline, otherwise known as Dynamic Keyword Insertion (DKI). I'm talking about the … [Read more...] about The Coolest AdWords Feature You Aren’t Using
Don’t Be Afraid To Create Your Own Metrics To Judge Success
Return on ad spend (ROAS), cost per lead (CPL), and click-through rate (CTR) are some of the go-to metrics for clients in order to gauge paid search success. I'm sure there are more you can think of, but the majority of the statistics used to gauge success are already listed in the AdWords platform for you to visualize. What I am here to tell you is that there are other metrics … [Read more...] about Don’t Be Afraid To Create Your Own Metrics To Judge Success
Get Your PPC Reporting Right
Reporting can be a tedious part of a client relationship. Either you spend too much time building custom reports or your client spends too much time reading between the lines. However, through considerate planning and automation, you can regain control of your calendar and reinvest that time in creating the perfect dog memes. There are a few stages to creating a … [Read more...] about Get Your PPC Reporting Right
Easy-To-Build Pivot Tables For Quick SQRs
Search Query Reports (SQRs) can be overwhelming. Downloading all of your keywords and scouring through the data associated with EVERY word in the hopes of stumbling upon one or two significant findings that MIGHT incrementally improve your account seems: Overwhelming - because where do you start? Not worth the time. How often are you really going to find something … [Read more...] about Easy-To-Build Pivot Tables For Quick SQRs
Why RLSA Efforts Should Have Their Own Campaigns
With Customer Match beginning to explode in the RLSA world, advertisers are getting excited about Search Network retargeting capabilities. And rightfully so, as we've seen fantastic performance with the email list targeting now available in Google Adwords. We've used email lists in a multitude of ways. We've also seen great performance from regular remarketing lists on the … [Read more...] about Why RLSA Efforts Should Have Their Own Campaigns
The Tale Of 2 Landing Pages: An Ecomm Fable
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
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
