Despite somewhat firm beliefs that agencies encompass a special fairy dust of some sort that makes them “better” at PPC – we don’t. Certainly expertise and experience contribute to this perception and definitely set some agencies apart from one another, but there’s not a magic switch. What agencies do that individual advertisers may overlook is utilize the basic tools available … [Read more...] about 4 Benefits of an AdWords My Client Center (MCC)
Search Results for: conversion rate
Show Don’t Tell: High-Impact PPC Storytelling
Wanna know what’s better than delivering good news to a client? Squeezing every last drop of impact out of that delivery. Easier said than done, right? Well, not really. The secret is context. And you present this context by showing instead of telling. So what does this mean exactly? Show not tell is the mantra of good storytelling. And indeed, instead of telling you … [Read more...] about Show Don’t Tell: High-Impact PPC Storytelling
Understand The Economics Behind Your Client’s Business
Sometimes while working at a PPC Agency, we tend to forget the bigger picture of our clients’ businesses. The beginning of a client/agency relationship often follows this process: Introduction and familiarization with the paid search accounts Nailing down a paid search goal(s) Understanding the business as a whole and how PPC fits in This process is a great start, but … [Read more...] about Understand The Economics Behind Your Client’s Business
The PPC Play Book
There are few things America loves more than Football. With football season approaching, I figured I would release a “PPC playbook” for lead generation. These top “plays” can increase the efficiency of your PPC performance, but always keep in mind that like in football, the same plays do not work for every team. I recommend implementing one play at a time, to measure … [Read more...] about The PPC Play Book
PPC Hero Interviews Brad Geddes
If you are in the paid search industry, chances are that you've heard of world renowned paid search guru, Brad Geddes. Along with being an author, speaker, and marketing consultant, Brad recently launched a new ad testing platform called AdAlysis. Brad was gracious enough to allow PPC Hero an interview. How did you get into paid search and why have you stuck with … [Read more...] about PPC Hero Interviews Brad Geddes
Uncover These 5 Items To See If Your Agency Is On Top Of Things
Bringing your agency into your circle of trust is a big deal. You trust them with large amounts of money to make decisions with your best interest in mind, but are they? Below are five items to see if your agency is on top of things and has your best interests in mind. Track Account Work and Performance As with any other progress-driven account in business, you should have … [Read more...] about Uncover These 5 Items To See If Your Agency Is On Top Of Things
PPC Roundtable – AdWords Close Variants
As we end series week we'll be looking at a once optional feature that will now be mandatory. If you haven't heard, AdWords will soon be removing the option to exclude exact and phrase match keyword variations. This impending update has caused much stir in the PPC community. We asked our authors what they think of the change. What are your thoughts on Google's decision to … [Read more...] about PPC Roundtable – AdWords Close Variants
Easily Predict The Future Performance Of Your PPC Account
This week we’ve been explaining the value behind the regular tactics and routine maintenance you hear so much about from our PPC Hero team. Today’s lesson involves the concept of projecting performance for the upcoming weeks. First, let me address the “why” of projections performance. The entire concept of this exercise is to get an estimate of, ceteris paribus, the … [Read more...] about Easily Predict The Future Performance Of Your PPC Account
The Necessity of Regular Bid Changes
Bid strategy is often lost in all the talk about keywords, structure, and ad copy. At its core, AdWords has always been an auction. Bids ultimately have a major impact on the success of an account. Bid strategy should always be under evaluation. At no point should you settle on “well that is what the bids have always been set to”. This attitude will either lead you to … [Read more...] about The Necessity of Regular Bid Changes
Morning Clicks: Clueless Corporations, Beautiful Excel, and More
Morning Clicks is your mid-week roundup of digital advertising news and notes. We're your one-stop shop for the most relevant and important news in the PPC world. Grab your cup of joe and come see us every Wednesday morning. Hey, alright! Google finally introduced website click-to-call conversion tracking. [PPC Hero, Inside AdWords] It's a prudent marketer who learns from … [Read more...] about Morning Clicks: Clueless Corporations, Beautiful Excel, and More
The Real Impact of AdWords Close Variant Changes
Last week AdWords announced it would be removing the option to select whether we include or exclude close variants in our campaign settings. The justification is that those typing in search queries aren't perfect spellers. The intent behind a misspelled and correctly spelled keyword is the same. This is the same logic Google uses to tell us Tablet and Desktop are the same thing … [Read more...] about The Real Impact of AdWords Close Variant Changes
3 Scripts For More Effective Google Shopping Reporting
A few month’s ago I wrote about the power of AdWords scripts reporting. The reporting functionality in scripts allows you to access the API data tables. Not only is reporting faster and more efficient but allows access to additional metrics. Reporting is less technically demanding so even if you don’t have a lot of experience coding, this method is very accessible to … [Read more...] about 3 Scripts For More Effective Google Shopping Reporting
