Google Shopping is the next generation of PLAs. Offering a more retail centric advertising model, advertisers can easily segment their product feeds by categories and labels. This is all well and good but what do you do when performance is lacking? Do these new campaign types require new tactics or can you treat them like your other AdWords campaigns? The Account The account … [Read more...] about Are You Wasting Spend on Google Shopping?
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A Double-Take: Why You Need Call Tracking Now.
We talk about tracking a lot in the land of PPC Hero. Tagging URLS. Google Analytics. Keyword-level tracking. We know that the more data we can pull in means a better view of opportunities. Call tracking absolutely, positively falls into this category as well. Call tracking can help you understand the enormous value of mobile PPC or perhaps an opportunity to better allocate … [Read more...] about A Double-Take: Why You Need Call Tracking Now.
Ad Copy: The Forgotten Ingredient of PPC Success
I find it amazing as pay per click professionals we spend so much time talking about account structure, keywords, and bidding, yet ad copy is treated as an afterthought. After all doesn’t Google Adwords and Bing Ads contain the word ‘Ad’ in their product title? In the end, the only thing a potential prospect or buyer sees is the ad. If your ads are lacking a compelling message, … [Read more...] about Ad Copy: The Forgotten Ingredient of PPC Success
9 Solutions To Your Disapproved Remarketing Lists
January of 2014 may forever go down in PPC history as the month that Google began its crackdown on Remarketing lists. Accounts across the globe were suddenly flagged for the “sensitive” (not to be confused with “inappropriate”) nature of their websites/products/services, and had their Remarketing lists shut down. While there may be some of you out there holding your breath and … [Read more...] about 9 Solutions To Your Disapproved Remarketing Lists
Getting Started With LinkedIn Ads – What You Need To Know
For January’s series post we are taking a look at our PPC wishlists. What tools do we all wish we had available to make our lives that much easier? Where do our chief frustrations stem from and what band-aid solutions are we using to fix them? LinkedIn Ads can be a tricky beast wrangle due to the ‘self service’ set up of the platform but once you are up and running, it’s … [Read more...] about Getting Started With LinkedIn Ads – What You Need To Know
10 People Who Should Attend Hero Conf 2014
By now you're probably well aware that Hero Conf, the PPC Conference of the Year, will take place April 28-30, 2014 in Austin. What you may be wondering is if this event is right for you. Of course we think Hero Conf could benefit anyone in the digital space, but we thought we'd put together a list of those we know would find it worthwhile. Which one are you? 1. The PPC … [Read more...] about 10 People Who Should Attend Hero Conf 2014
Better Communicate The Value of PPC To Those You Answer To
So you’ve done everything right. AdWords & Bing certified? Check. Read tons of articles and keep up on the latest industry developments? Check. You’re a dedicated PPC Hero reader? Check (Apologies for the shameless plug). In addition, you can write killer ad copy, diligently research new keywords, methodically change bids and analyze data with the best of them. In other … [Read more...] about Better Communicate The Value of PPC To Those You Answer To
The Top 10 PPC Hero Posts of 2013
2013 was kind of crazy. With the introduction of Google's Enhanced Campaigns, the continued ascendance of Google Shopping/PLAs as an all-important factor in today's digital strategy, and a steady stream of new features implemented across Google/Bing/who knows where else, we had plenty to talk about all year long. Luckily for us, more than a few of you out there were interested … [Read more...] about The Top 10 PPC Hero Posts of 2013
Engagement Ads: New Way For Getting Customers To Interact With Your Brand
Google has developed a new ad format called ‘Engagement Ads’. The purpose of these ads is to provide an interactive way for users to engage with your brand. Google recognizes that branding is a different marketing objective than direct response, so instead of paying a cost-per-click, they developed a pricing model called CPE (cost per engagement). Measuring and setting cost per … [Read more...] about Engagement Ads: New Way For Getting Customers To Interact With Your Brand
Bring The Hammer Down on Inefficient Spend With Dimension Analysis
As search advertising marketers, a big part of our job is finding and controlling inefficient ad spend. John Wanamaker put it quite simply when he said “half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” The good news is that this isn’t the 19th century and we do have the tools to reveal where our ad spend is being wasted. Now, we all … [Read more...] about Bring The Hammer Down on Inefficient Spend With Dimension Analysis
The Three Top Level Metrics that Matter in Ad Testing
Some of the biggest impacts you will make in your accounts come through ad testing. Not only will you see major gains when you find the right ad, ad testing relatively easy to execute. All you have to do is upload two sets of ads, let them run side by side, and see which one performs better. Of course I’m neglecting to mention all the planning aspects in writing ad copy, … [Read more...] about The Three Top Level Metrics that Matter in Ad Testing
The 15 Ad Networks to Use Instead of AdWords
For a newer article on this topic visit: 10 Alternatives To Google And Facebook Ads For this month's series, we're providing a little bit of perspective on the hectic events of 2013. As we've left Enhanced Campaigns pretty well covered this year, this week we'll be dedicating our time to some of the other (non-Enhanced Campaigns) initiatives, tactics, strategies, and … [Read more...] about The 15 Ad Networks to Use Instead of AdWords
