This month’s blog series is all about why we do what we do in paid search. We’re always talking about best practices, methodologies and strategies we utilize, but why are those methods the standard? Why do those methods and strategies work? We’ll discuss anything and everything – ad copy, mobile, account structure, projections, bid changes, keyword match types, conversions and … [Read more...] about Why It’s Crucial To Audit PPC Accounts Ahead of Management
Search Results for: ROAS
5 Common AdWords Script Mistakes
Despite its technical reputation, coding is a creative endeavor and offers a wealth of flexibility in solving problems. On the other hand, the language adheres to certain standards. Since a machine interprets code, you must follow certain protocols or risk non-working code. Even minor errors and typos can throw everything off and leave your code inoperable. Thankfully these are … [Read more...] about 5 Common AdWords Script Mistakes
Advanced ABCs of PPC – Terminology & Strategies to Remember
In the spirit of last week’s blog series, I’d like to take our readers back to school with a revisited paid search alphabet. I published a similar post back in August 2012, but I mainly focused on general and/or beginner-level terms. This time around I’ll uncover some more advanced PPC terminology and concepts to keep in mind as you manage your paid search campaigns. Class is … [Read more...] about Advanced ABCs of PPC – Terminology & Strategies to Remember
Back To School PPC: Get In The Bus Driver’s Seat
This week we’ve been discussing the Back To School season, arguably the biggest thing to hit e-comm since the winter holidays! There are many details to consider when approaching your first Back To School campaign, or when simply evaluating when and how to set this year’s BTS efforts live. Today we’ll cover the first steps of not only knowing your own traffic, but also … [Read more...] about Back To School PPC: Get In The Bus Driver’s Seat
A Guide to AdWords Bid Adjustments
Bid adjustments are a fundamental part of PPC. It’s important that you have a firm grasp of what your bid strategy is and what options you have in terms of actually changing those bids. While there are many bid management software options (Acquisio, Marin, etc.), we’ll go over the native features in the AdWords interface and the pros and cons of each. Manual Bidding If you … [Read more...] about A Guide to AdWords Bid Adjustments
4 Negative Tactics To Save Money
We tend to think of our PPC accounts in terms of how we can grow volume. There are always keywords to add, new sites to target with your Display ads, different ad copy to test, etc. However, there are many ways to save money by thinking negatively about your account management. What should you be excluding? What are you targeting that you shouldn’t be? Taking advantage of these … [Read more...] about 4 Negative Tactics To Save Money
Everything You Need To Know About PPC Ad Extensions
Search ads are no longer just about headlines, description lines and display URLs. Ad Extensions now also play a huge part in the appearance and success of our ads. Take a look at this ad from Walmart I saw the other day. Notice how more than 50% of the space taken up by this ad comes from extensions of various types. Why Are Ad Extensions Important? There’s Lots … [Read more...] about Everything You Need To Know About PPC Ad Extensions
Roundtable: The eCommerce Feature Producing Great Results
With eCommerce week coming to a close we wanted to glean more information from our authors as all have a vast and diverse history working with eCommerce PPC campaigns. Hopefully, they provided good insight this week that you can test in your campaigns! Without further ado, here's the question: What is one eCommerce PPC feature/campaign type that has produced great results … [Read more...] about Roundtable: The eCommerce Feature Producing Great Results
Get Ready for Google Shopping
Google Shopping campaigns offer an intuitive way to advertise your products. Shopping has been out of beta for a few months now and I’ve had great success on the platform. If you haven’t heard, Shopping campaigns will completely replace PLAs in August. As a result, it is important that you are both prepared to transition as well as manage the new campaigns. Many of the … [Read more...] about Get Ready for Google Shopping
Decrease CPA by 79% with Dynamic Search Remarketing
I’ve talked about how to use Dynamic Search Ads (DSAs) for eCommerce, and how to find success. The tl;dr version is that DSAs can fill gaps in product coverage and bring in new keywords ideas through the search query report. Sometimes with 1000s of products, you don’t have the time to build out every single product. Along with the time challenges, many of these keywords won’t … [Read more...] about Decrease CPA by 79% with Dynamic Search Remarketing
4 Reasons Your Mobile E-Comm Is Still Sucking (& How To Fix It)
When it comes to mobile e-commerce, we tend to go for the big flashy topics and metrics. But we don't always spend time actually looking into performance and identifying when it's working and when it's simply not. Today we investigate e-commerce from a mobile perspective and identify just you're doing (or not doing) that's causing your mobile e-comm to, for lack of a better … [Read more...] about 4 Reasons Your Mobile E-Comm Is Still Sucking (& How To Fix It)
Morning Clicks: Mobile is Taking Over the World, and Back-to-School Season Already?
Morning Clicks is your mid-week roundup of digital advertising news and notes. We're your one-stop shop for the most relevant and important news in the PPC world. Grab your cup of joe and come see us every Wednesday morning. Google released a new guide to Shopping Campaigns. [Inside AdWords] And while they were at it, they also made their annual update to the Product Feed … [Read more...] about Morning Clicks: Mobile is Taking Over the World, and Back-to-School Season Already?
