The sticking point on a pitch -- you know, the part that might kill the deal or that drives some customers away -- that part doesn’t go away when you ignore it. This is obvious in face to face sales because if you try to ignore it, the customer will bring it up as an “objection.” That’s why sales training specifically addresses “objection handling.” But in PPC copywriting … [Read more...] about Ignoring It Won’t Make It Go Away
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Leveraging Analytics Goals & Reporting Features To Improve Conversion Rates
Making the right moves can be difficult without the data. Perhaps this is why we thrive off intuitive interfaces and data-packed spreadsheets on a daily basis. When it comes to conversion rate optimization, however, this requires specialized tools and reporting features beyond what AdWords alone can offer. Fortunately, Google Analytics offers up several powerful measurement and … [Read more...] about Leveraging Analytics Goals & Reporting Features To Improve Conversion Rates
Heroview – PPC Account Structure & Organization
Organization in PPC is essential! Today our Heroview focused on just that: PPC account structure & organization. Cassie Allinger (@CassieAllinger), a Sr SEM Strategist at @dealerdotcom, pulled back the curtain on her organization and account structure techniques & showed us how it's done! Welcome to today’s Heroview, everyone! Real-time interviews featuring PPC experts … [Read more...] about Heroview – PPC Account Structure & Organization
How To Set-Up Analytics Funnels & Use Them For Conversion Rate Optimization
If you have more than one page in your check-out process, then you should be tracking user behavior through that process. Having data showing what people are doing in your check-out process can assist you in identifying where to focus your conversion rate optimization efforts. To demonstrate my point, I'll be using a real life client example. The names have been changed to … [Read more...] about How To Set-Up Analytics Funnels & Use Them For Conversion Rate Optimization
Engaged CRO: A 5-Step Plan for Full Client Support
I’m of the opinion that it is not hard to convince your client of anything, if it’s forwarded with: “this will get you more leads/make you more revenue.” However, as soon as the word “test” gets thrown in the mix, even when goals are on target, things have been known to screech to a halt. So if the client is happy with performance and you’re hitting goals, how do you convince … [Read more...] about Engaged CRO: A 5-Step Plan for Full Client Support
Introduction to China’s Largest Search Engine: Baidu
Why Consider Using Baidu? Baidu is by far the most-used search engine in China and is ranked #5 in the world for traffic according to Alexa. Baidu states that over 90% of China’s Internet users use Baidu search and that there are hundreds of millions of searches performed each day. Research firm iResearch reports that Baidu has 78% of the search market in China, while Google … [Read more...] about Introduction to China’s Largest Search Engine: Baidu
Audit Webinar Q&A: Includes Free Audit Checklist For First Fifty Readers!
Earlier this week I hosted a webinar extolling the virtues of conducting a PPC audit. We had a lot of feedback and follow up questions, which we really appreciated. A lot of you asked about the checklist I use when auditing an account, so I’ve decided to offer it up here for everyone to borrow. I hope it helps you in your PPC endeavors. In the words of Oprah when she last came … [Read more...] about Audit Webinar Q&A: Includes Free Audit Checklist For First Fifty Readers!
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
6 Useless PPC Account Audit Techniques
PPC Audits are incredibly useful. At our agency we have Account Mangers audit accounts routinely and they almost always find ways to increase account performance that the lead on the account glossed over. We also perform audits for companies small and large. Unfortunately, as with everything PPC, sometimes these audits are ineffective, or even cause damage. That’s because they … [Read more...] about 6 Useless PPC Account Audit Techniques
Deeper Understanding of CPA Bidding: Best Practices, a Case Study and Breaking It Off
As part of our ongoing series on automation and time-saving, we felt that talking about AdWords’ Cost-Per-Acquisition bidding was a must. Aside from the Display Campaign Optimizer, which is a whole post in and of itself that will happen at some point in the future (though sadly not in this series), CPA bidding is the most automated you can get within all of the different … [Read more...] about Deeper Understanding of CPA Bidding: Best Practices, a Case Study and Breaking It Off
Top 3 Ways to Self-Automate Your PPC Account Work
The PPC Hero blog series team decided to focus this month on automation in paid search. The rest of the week, our PPC rock stars are going to discuss true automated tools or features to make your jobs easier, but I decided to take a more abstract approach to automation and focus on how you can automate yourself to work more efficiently. For your Monday reading pleasure, I bring … [Read more...] about Top 3 Ways to Self-Automate Your PPC Account Work
9 Step Guide to Increasing PPC Sales by 39.4%
Recently I had the good fortune to be on ta team that produced quite a turn around for an Ecommerce account. In 1 month sales grew by 39.4%. This was during a time when month-over-month sales trend downwards due to seasonality. Below is a brief summary of our to-do list from that month. 1. Check your funnel to see what percent of cart abandons you have. If above 80% … [Read more...] about 9 Step Guide to Increasing PPC Sales by 39.4%
