Imagine you're creating a Facebook ad targeted to professional photographers. And you don't have ready access to the data which would allow you to target by Nikon or Canon preference. Would you still be willing to design ads that call out Canon or Nikon fans by name? This question came to my mind after seeing this ad on my wife's Facebook page: Also, here's a little … [Read more...] about Intentionally Excluding Half Your Audience?
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Everything You Need to Know About Ad Position in AdWords
Ad position, the forest containing all your account metric trees! (Sorry, it’s Friday, and the clichés abound.) A high quality score combined with the right keyword bid means your ad gets a higher and higher position on Google SERPs. But, how do you analyze your ad position in AdWords? And, how do you know what your optimal position really is? Some accounts do perform better … [Read more...] about Everything You Need to Know About Ad Position in AdWords
Analytics Regular Expression Characters
Regular expressions can seem like a foreign language, but once you know how they work you won't know how you ever used Google Analytics without them . This post will help you understand how each of the regular expressions function and includes examples of how they can be used for your account. What is does: Turns the character following the backslash into plain text. How it … [Read more...] about Analytics Regular Expression Characters
AdWords Graphs Are My Best Friend
A couple weeks ago I wrote an article about desired outcomes in PPC. A big idea behind that article is to know what you are doing and why you are doing. This is a follow-up to that and some advice on how to retrace your steps in an effort to duplicate great account performance of past. I'll also give you some insight into how I go about diagnosing account issues. In my current … [Read more...] about AdWords Graphs Are My Best Friend
Shorten Your Sales Cycle with PPC After the Conversion
For most, PPC is an invaluable way to drive low cost leads and/or ecommerce sales. But with its precise targeting capabilities, PPC is also an amazing way to stay in front of these leads and customers to increase closing rates, reduce sales cycle time, and maximize up/cross-sales. So don’t limit your PPC efforts to the first conversion or sale. Use it help your prospects and … [Read more...] about Shorten Your Sales Cycle with PPC After the Conversion
145 PPC Must-Do’s for 2012
Squeeze every drop of PPC goodness out of 2012 with these 145 pay per click tips, tricks, and must-do’s! (You can download the entire list at the bottom of this page.) 1. Next year mobile will outpace desktop search queries. Get creating, testing, and optimizing mobile landing pages and campaigns. https://www.google.com/sites/help/intl/en/mobile-landing-pages/mlpb.html 2. Do … [Read more...] about 145 PPC Must-Do’s for 2012
5 Questions You Need To Answer About Your PPC Account Using MCF
Multi-channel funnels give PPC managers the opportunity to better understand the role PPC plays in the conversion process. If you haven't started looking into multi-channel reports for your account, it's time to start. Below are 5 questions you need to answer to better understand your pay per click advertising. 1. How much does PPC interact with other marketing channels? Why … [Read more...] about 5 Questions You Need To Answer About Your PPC Account Using MCF
Guide to Google’s Multi-Channel Funnels for PPC Managers
As PPC managers, we all know that to get a clear understanding of PPC performance you can’t just look at AdWords alone, but the discrepancies between AdWords and Analytics data due to click attribution can be frustrating. With the release of Multi-Channel Funnels, Google has helped to resolve this issue by showing how different marketing channels work together to create … [Read more...] about Guide to Google’s Multi-Channel Funnels for PPC Managers
Lessons Learned at Pubcon 2011
Over the past week I have been at Pubcon 2011 in Las Vegas. This was one of the first times that I had thought about setting up each and every PPC account the same. I went into a session by Joe Larato about SEO and how we should process things out. I never realized what I should be doing to help my PPC clients and future PPC clients out. Some of my key takeaways from Pubcon … [Read more...] about Lessons Learned at Pubcon 2011
How To Manage An Account With A Small Budget
Welcome to the second article in our PPC Hero Series, How I Manage A PPC Account With/Without ___________. If you missed Sarah’s post about how to handle Low Search Volume, you must to go straight to jail and not pass go – and then check it out! Today, I will give you the highlights on managing an account with a small budget. There are five golden rules that I live by to make … [Read more...] about How To Manage An Account With A Small Budget
How I Manage a PPC Account With Overall Low Search Volume
This is the first post in our How I Manage A PPC Account With/Without ___________ series here on PPC Hero this week. Today I’ll be talking about how I manage a PPC account with overall low search volume. There can be many reasons your account has an overall low search volume; maybe the product/service you’re advertising is very specific or targeted, i.e. it’s just not something … [Read more...] about How I Manage a PPC Account With Overall Low Search Volume
Ads in the Wild: How ‘Bout a Touch of Branding to Go with that Click?
It’s Tuesday, and that means time for another installment of our “Ads in the Wild Series” from one of our PPC Hero Allies, Jeff Sexton of BoostCTR, where he dissects and analyzes ads he sees various places online. This series gives an in-depth look at the philosophy and strategy behind these ads and provides actionable advice for anyone looking to improve their ad copy. With … [Read more...] about Ads in the Wild: How ‘Bout a Touch of Branding to Go with that Click?
