As sad as it may be to whomever Google’s version of Thomas Jefferson is, all leads are not created equal. Account-wide CPL goals are a great way to measure overall performance, but true profitability for lead generation relies on back-end data. Only through detailed analysis over an entire sales cycle can you really get a good grip on PPC’s effects. Lead generation doesn’t … [Read more...] about Calculating Adjusted ROAS to Measure Account Performance
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5 Ways adCenter beats AdWords
Microsoft adCenter is often dismissed in PPC circles as a much more cumbersome, AdWords lite. However, we’re here today to dispel some myths! While adCenter certainly used to be painfully slow to use, the latest iteration of the interface is a million times faster and more pleasurable to navigate. Sure, there are a few ways it still lags behind AdWords (which we’ll come onto in … [Read more...] about 5 Ways adCenter beats AdWords
Christmas in July: Considerations for Holiday Planning
The holidays loom for retail marketers, making July the time to start thinking about paid search campaign planning if you want to ensure your efforts are a success. Yes, it might be painful thinking about Black Friday keywords and holiday themed landing pages when the air conditioner is blasting, but it’s important to catch the holiday wave early. Analyzing your … [Read more...] about Christmas in July: Considerations for Holiday Planning
Suspended Motion: How to Get Your PPC Account Reactivated
It happens. It’s terrible (every time). You followed all the guidelines or rules for the search engine in question, yet somehow…you’ve been suspended. I’ll tell you flat out that my initial reaction anytime I’ve been first-hand involved in an account suspension is to throw up my hands and attempt not to scream. I’ll also tell you that reaction gets me nowhere. So what can you … [Read more...] about Suspended Motion: How to Get Your PPC Account Reactivated
Using PPC Desktop Editors To Save Time & Streamline Your Workflow
In the fifth and final post of our automation and timesaving series this month, it’s all about the desktop editors and how they can work to your advantage. As pay-per-click account managers, we’re often pressed for time juggling several campaigns at any given time. Fortunately, the AdWords Editor and adCenter Desktop are here to help, enabling you to make bulk changes much more … [Read more...] about Using PPC Desktop Editors To Save Time & Streamline Your Workflow
Closing the Credibility Gap
Given the attention-grabbing challenges that Facebook ads face, some companies go with the straightforward strategy of making a deal that’s simply too good to ignore. Unfortunately, if a deals too good to ignore, it’s assumed to be too good to be true, and (paradoxically) ends up ignored. Here’s an example: Now Oakley is a premium brand of sports sunglasses, and usually … [Read more...] about Closing the Credibility Gap
165 PPC Tips, Tricks and Tools (updated)
In early January we wrote 145 tips for 2012. It’s been a whirlwind year in the land of PPC so this is an update to that post with an additional 20 tips. These new PPC tips come from conferences, tests, failures and new Google services and features that have been rolled out of the past 5-6 months. The new tips are at the tope and numbered 146-165 and below them you will find … [Read more...] about 165 PPC Tips, Tricks and Tools (updated)
Give Your In-House Team a Little Breather!
Not every company needs to employ an agency full-time to manage paid search. Yup, I said it and I work for an agency. Shhhh…no one tell! The truth is that sometimes keeping either a single individual or a small in-house team for PPC management fits certain corporate level business models much better than hiring an entire agency. But what happens when Google releases a new … [Read more...] about Give Your In-House Team a Little Breather!
Whaddya’know Wednesdays: The Where and How of Conversion Tracking
https://www.youtube.com/watch?v=75YvncdUyPA&feature=youtu.be PPC Account Manager Shirin Faares Miller shows you the basics of Bing, AdWords, Analytics, and Analytics e-commerce tracking. All you need to know to get started with the basics of tracking to optimize for ROAS and ROI. … [Read more...] about Whaddya’know Wednesdays: The Where and How of Conversion Tracking
Are You Ruining Your Results By Ignoring This Vital Aspect of PPC?
One of the most important pieces of pay-per-click, unfortunately, tends to receive the least amount of attention. This often-overlooked aspect of PPC is account structure, as Melissa Mackey, Search Supervisor at gyro, explains in the following interview. A poor account structure can result in a worse click-through-rate, lower quality score, and decreased revenue. So how can … [Read more...] about Are You Ruining Your Results By Ignoring This Vital Aspect of PPC?
Changes to AdCenter Location Targeting
AdCenter no longer cares about your city. The good news is that the “you” I’m referring to probably wouldn’t read this article, as that “you” is statistically insignificant (at least in the world of internet marketing). To elaborate, in a recent blog post AdCenter announced that they are removing over 10,000 cities from their targeting options. Two things to note about this … [Read more...] about Changes to AdCenter Location Targeting
Interview with Matt Van Wagner: Slugs, PPC Tools, and Small Business Strategies
Today we are delighted to present an interview with Matt Van Wagner, the President and Founder of Find Me Faster. Matt will be presenting "Small, but Mighty! Winning Strategies, Tips and Tricks for PPC on Small Budgets" at Hero Conf on April 16-17, 2012 in Indianapolis, IN. Matt will also be moderating a panel on Advanced Mobile Marketing. The early bird deadline has been … [Read more...] about Interview with Matt Van Wagner: Slugs, PPC Tools, and Small Business Strategies
