Are you getting the most bang for your buck? PPC management for ecommerce campaigns tests the skills and bidding strategies of even the most seasoned expert. You may be thinking "my campaign is doing ok right now," but take a step back - Is it as effective as it can be? Is it efficient and structured in a way that isn't a chaotic mess? Are you continuously enhancing your … [Read more...] about How Effective Is Your Ecommerce Campaign?
Search Results for: ROAS
Are You Ready To Go Back To School?
I went to elementary school in the 90s. To me, going back to school meant trying to talk my mom into Lisa Frank notebooks rather than the boring college rule blue. In 2015, as a PPC specialist, back-to-school shopping now means revenue and return-on-ad-spend. However, this year is turning out tougher than expected for commerce. Once considered the second biggest shopping … [Read more...] about Are You Ready To Go Back To School?
Calculating Expected Lag Revenue
Don't count your chickens before they hatch. Usually, people tend to count on something before it happens, or they "count their chickens before they hatch." In paid search we do the opposite. Our phrase needs to be "Don't optimize before all your revenue is counted." But most accounts have lagging revenue and at the same time we need to optimize based on the most recent date … [Read more...] about Calculating Expected Lag Revenue
Nail Down A Mobile Strategy In 5 Simple Steps
Question: Do you have a solid mobile strategy in place for your PPC efforts? If not, you should carve out some time to think about it and nail down an action plan to capture this ever-growing market in the PPC space. We’ve talked about micro-moments and what that means for advertisers, but we didn’t really talk about the specifics of putting together an overall strategy. … [Read more...] about Nail Down A Mobile Strategy In 5 Simple Steps
When And How To End Your Ad Tests
It is easy to get started testing ads. Just add two ads to an ad group (hopefully by device type) and suddenly you’re testing ads. However, you won’t see long term improvements in your account until you pause your losing ads. Often determining which ads are losers and when to end ad tests is where the tricky part of testing comes into play. In this article, we’ll examine how to … [Read more...] about When And How To End Your Ad Tests
Automate And Better Manage Your Budgets With Scripts
Today we’ll tackle a few basics of budget based scripts. Why budgets? Well, first of all, they impact every advertiser. In fact, it is one of the requirements for launching a campaign. Second, since budgets are relatively limited and fixed in their implementation it is a great way to get your feet wet in the scripts world. Through my examples, you’ll see how to change a … [Read more...] about Automate And Better Manage Your Budgets With Scripts
Start RLSA On The Right Foot
RLSA (Remarketing Lists For Search Ads) works similarly to traditional retargeting. RLSA shows ads to previous website visitors that are now searching on Google or Google’s Search Partners for your targeted keywords. In direct response accounts, building brand awareness is a side benefit of advertising. Direct response accounts want revenue and lead numbers. Brand awareness … [Read more...] about Start RLSA On The Right Foot
Get More Bang For Your Buck – 6 Ways To Use Google Analytics for Ecommerce
Running an ecommerce PPC account, as you would imagine, can be quite different than running a lead generation account. In these instances, we are particularly interested in what the user is doing on the site, which products they’re looking at, and what they are purchasing. In this post, we'll review 6 ways you can make use of Google Analytics in order to improve your PPC … [Read more...] about Get More Bang For Your Buck – 6 Ways To Use Google Analytics for Ecommerce
Are You Maximizing Your Revenue? Impression Share Reporting in Excel
Lost Impression Share Due to Rank - The estimated percentage of impressions on the Search Network that your ads didn't receive due to poor ad rank. This seems to be a very important metric. Especially when talking about the top performing keywords in your account. So, why is it so underutilized? A lot of the paid search community has appeared to put all their eggs in the … [Read more...] about Are You Maximizing Your Revenue? Impression Share Reporting in Excel
Using Bid Simulations And Estimates More Effectively
One of the most underutilized AdWords tools is bid simulators. That isn’t to say they are unused as more often than not, users are simply skeptical. We’ve all seen the estimates for top of page bids and there is plenty of room for doubt. However, ignoring the tool completely means you aren’t taking advantages of potential areas for improvement. What Is It? You’ve probably … [Read more...] about Using Bid Simulations And Estimates More Effectively
The Hierarchy of PPC Account Realization
There are many aspects of PPC account management but few frameworks for explaining them. Often times account management is portrayed as a bundle of tasks, which may or may not be needed for a specific account. This lack of a clear explanation leaves it open ended as to where tasks fall in relation to one another. Most have probably heard of Maslow’s hierarchy of needs. If … [Read more...] about The Hierarchy of PPC Account Realization
Shopping Campaigns: How Does Bing Really Stack Up To Google?
Product Listing Ads have absolutely revolutionized how shoppers research and ultimately purchase products online. What started as an exclusive set of ads in the search engine results page has become a must have for any e-commerce advertiser. Google and Bing have both launched Shopping campaigns, which offer specialized segmentation and biding strategies for your PLAs. If you … [Read more...] about Shopping Campaigns: How Does Bing Really Stack Up To Google?
