I did a funny thing last week. I realized that I don't naturallly differentiate the meaning between strategy and tactics. To me, these terms were interchangeable— more a matter of diction preference than anything substantive. That’s because sometimes when we enter a business place, certain words attain new meaning, or at least nuance to their conventional use. Have a look … [Read more...] about One Huge PPC Mistake: Conflating Tactics With Strategy
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Let’s Get That Ad Test Started Now!
Ad testing is a topic that comes up quite frequently in the PPC world and, quite frankly, years ago it used to make me cringe! Don’t get me wrong. Ad testing is not only a great practice for your accounts – it’s also a necessary task. Imagine a brand that ran the same TV commercial year after year without ever changing or a company that placed the same ad in the newspaper every … [Read more...] about Let’s Get That Ad Test Started Now!
The 3i’s Of Real, Sustainable Improvement
Managing PPC can be a tough gig. Goals grow, strategies change, engines constantly “improve” their platforms, etc. It’s a special kind of madness that only mad people can love. It also requires a type of patient urgency that few have. You have to have the patience to let tests play out, wait for new clients to come in, and to understand what internal and external influences … [Read more...] about The 3i’s Of Real, Sustainable Improvement
PPC Hero Interviews Search Engine Land Author, Ginny Marvin
If you are reading about PPC updates on Search Engine Land or Marketing Land, chances are the author is Ginny Marvin. Ginny is the paid media reporter for Third Door Media and breaks all the latest paid search news. She has been in marketing for more than 15 years and has held in-house and agency positions. Ginny is one of our top industry heroes and has graciously agreed to an … [Read more...] about PPC Hero Interviews Search Engine Land Author, Ginny Marvin
Get More Bang For Your Buck – 6 Ways To Use Google Analytics for Ecommerce
Running an ecommerce PPC account, as you would imagine, can be quite different than running a lead generation account. In these instances, we are particularly interested in what the user is doing on the site, which products they’re looking at, and what they are purchasing. In this post, we'll review 6 ways you can make use of Google Analytics in order to improve your PPC … [Read more...] about Get More Bang For Your Buck – 6 Ways To Use Google Analytics for Ecommerce
One Way To Become A Remarketing Jedi: Use the Analytics Force
Generally speaking, your remarketing audience is going to be pretty qualified. They came to your site after all, right? Well, you’re not wrong, but it’s easy to improve on this notion of pre-qualifying. We're going to remarket with an approach easily compared to the way in which Luke Skywalker approaches the systematic demise of the Empire. First, use analytics to get a … [Read more...] about One Way To Become A Remarketing Jedi: Use the Analytics Force
Uncovering Conversion Landmines Through Mystery Shopping
Conversion Rate Optimization (CRO) has been quite the hot topic lately. Sadly, I was not able to attend this year’s Hero Conference, but I did follow it closely on Twitter and CRO was all over the place! While optimizing parts of your account to maximize quality conversions is essential, it got me thinking about another aspect of conversion optimization that happens outside … [Read more...] about Uncovering Conversion Landmines Through Mystery Shopping
How PPC Conferences Recharged My Accounts And My Career
Being in the PPC industry for over 12 years, I’ve attended my share of conferences. Throughout that time, I’ve encountered many differing opinions as to the value of conferences. In one instance, I heard that conferences hold little value because the same information can be found in a book or blog post. However, I’m a firm believer that nothing can replace the value of … [Read more...] about How PPC Conferences Recharged My Accounts And My Career
Increase User Engagement For PPC Traffic
For most PPC accounts, our focus is to gain revenue or leads. This gives us a (somewhat) clear idea of what kinds of optimizations to make and how we should run the account. However, for one account, the strategy shifted to boosting the quality of site visitors and user engagement. Using Google Analytics we came up with an action plan. The Challenge This particular client, … [Read more...] about Increase User Engagement For PPC Traffic
The Monkey & The Cat: When To Ignore CTR
Click-thru-rate (CTR) is a basic concept of paid search. It is defined as clicks divided by impressions and is a measure of people that see an ad and actually click through to the website. CTR can give insights to ad copy relevance and it holds some influence over quality score. CTR has its hands in all parts of paid search because of the relationship between the search query … [Read more...] about The Monkey & The Cat: When To Ignore CTR
Two Reasons Why I Don’t Buy Into The Quality Score Hype
I’ve never really understood the hype and over the top attention afforded to quality score. I understand why search engines need to have an algorithm that determines bid prices and ad rank. However, what I can’t wrap my head around is why so many marketers are overly fixated on a metric that ultimately doesn’t have much bearing on the performance of an account from a business … [Read more...] about Two Reasons Why I Don’t Buy Into The Quality Score Hype
[New Webinar with Peep Laja!] The 11 Biggest A/B Testing Mistakes and How To Avoid Them
With a variety of easy-to-use tools available, A/B testing is something that every business can and should be doing. However, there’s more to A/B testing than just setting up the test. So many companies waste time and money by making simple and easy to avoid mistakes. Join conversion rate expert and guest presenter, Peep Laja, as he discusses 11 of the biggest testing mistakes … [Read more...] about [New Webinar with Peep Laja!] The 11 Biggest A/B Testing Mistakes and How To Avoid Them
