10 years ago the field of paid search was still a hidden gem. It was a great career choice but potential employees didn't know the profession existed. Over the past 5 years, awareness of paid search/SEM/PPC/Pay Per Click/Search Engine Marketing (so many ways of describing it!) has grown massively and there are now many graduates with an active interest in paid search. Why … [Read more...] about Considering A Paid Search Career? Here’s What To Assess
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On The Road Again – Using Strategy Roadmaps To Drive Client Success
When starting off with a new client, there are a myriad of things that need to be assessed by the account manager that all lead to strategy development. At times, it may seem difficult to know where to focus your attention or how initiatives should be prioritized. It might also be difficult to relay this to a client in a way in which expectations are managed and both the … [Read more...] about On The Road Again – Using Strategy Roadmaps To Drive Client Success
Naming Your Campaigns: The Unsung Hero of PPC
Nothing kills the excitement of a PPC conversation like talking about how you name your campaigns. No really, try discussing your finely tuned naming strategy at your next party, even a PPC one. You’ll notice you have the snack table all to yourself. How you name your campaigns can make your PPC life easier or a lot harder. As an analyst I deal with a lot of PPC accounts on … [Read more...] about Naming Your Campaigns: The Unsung Hero of PPC
5 Ways Conversion Reporting Could Be Misleading Your Optimizations
Are you confident the conversions being reported in your account are correct? Each PPC platform reports conversions slightly different and if you’re not clear on how your conversions are reporting, you could be optimizing toward the wrong conversion metrics. Below we will identify five areas where your PPC accounts could be giving you misleading conversion information and tips … [Read more...] about 5 Ways Conversion Reporting Could Be Misleading Your Optimizations
Love Your In-House PPC Employee? Pay Them More
Let's get the elephant out of the room right now. I'm an agency writing about in-house and I'm NOT trying to talk you into switching to agency. Period. There are pros and cons to using an agency or staying in-house for your PPC. The purpose of this article is not to try to talk you into one or the other. I'm writing this post to the business owner or VP or manager who … [Read more...] about Love Your In-House PPC Employee? Pay Them More
Are Multi-Channel Efforts Undermining Your PPC?
We all know the classic saying, “Teamwork makes the dream work” and it couldn’t be truer for marketing. Ensuring that your marketing channels are cooperating to create a cohesive message is one of the cornerstones of effective branding for your business. PPC marketing is fraught with reminders that congruence is key. These reminders vary from Quality Score (a metric that … [Read more...] about Are Multi-Channel Efforts Undermining Your PPC?
How To Perform Twitter Research To Improve Ad Performance
Twitter can be a tricky platform for SEM account managers. Performing keyword research is a lot different than standard search campaigns, because of user intent on the platform. Twitter is a real-time micro-blog. Users are not necessarily going there to search for an answer like on Google or Bing. They’re going there to find relevant news, engage with others, share … [Read more...] about How To Perform Twitter Research To Improve Ad Performance
Are Your Ads Showing Where You Think They Are?
Many advertisers utilize geographic targeting in their campaigns. This strategy is for both business and optimization reasons. While this tactic is certainly beneficial, the default settings might not be exactly what many advertisers think they are. The default targeting setting in AdWords and Bing is for users in or interested in a location. The AdWords option reads, … [Read more...] about Are Your Ads Showing Where You Think They Are?
Determining The When And How Of Cross-Channel Budget Allocation
Google’s global search market share is 67%. That volume combined with the decent quality of traffic Google provides is the reason why so many PPC advertisers spend 75% of their PPC budget with the engine. But how do you know when it’s time to branch out? Are You Budget Constrained And Running Only (Or Mostly) In Google? Break your campaigns and/or keywords into buckets. … [Read more...] about Determining The When And How Of Cross-Channel Budget Allocation
Diminishing Returns in PPC – When Doubling Your Budget Doesn’t Mean Doubling Your Profits
“We’ve been cleared for double the budget per month for PPC next year…” That’s music to an Account Manager’s ears, right? Well, it would be – except it’s generally followed by: “…and we’ve set goals for twice the revenue to match.” Oh boy. That could be possible, but it’s also more than likely highly improbable. Most PPC accounts have the bulk of their spend in Google or … [Read more...] about Diminishing Returns in PPC – When Doubling Your Budget Doesn’t Mean Doubling Your Profits
How To Write A PPC Job Description In Today’s World
The ability to run effective PPC campaigns is among the hottest skills that got people hired last year and every day more companies discover the importance of being found in the search results. Agencies around the world are constantly on the lookout for qualified individuals to manage the stream of new clients and an increasing number of companies are even able to justify an … [Read more...] about How To Write A PPC Job Description In Today’s World
Boost Your PPC Strategy By Focusing On Where Users Are Going
Last week, Marketing Land published an article with statistics around mobile browser usage. According to the article, people are spending more time than ever on their mobile phones. More than likely if you are anything like me you don't need a think-tank to tell you this fact. It turns out that the time spent using apps has grown to 90% while browser time has declined to 10%. … [Read more...] about Boost Your PPC Strategy By Focusing On Where Users Are Going
