There are many different ways to structure Google Shopping campaigns. When beginning, I prefer to break out campaigns and/or ad groups by product types. Unless there is a reason otherwise, I’ll generally set bids at the product group level instead of the individual SKU, allowing the data to dictate which products convert better for the more generic queries. For example, a query … [Read more...] about Segmenting Top And Poor Product Performers – A Google Shopping Case Study
Search Results for: conversion rate
3 Easy AdWords Reports You Might Not Be Using
Google AdWords is a veritable sea of data, and to the fledgling PPC professional, sometimes it can seem like you’re treading water. The surface level metrics— clicks, impressions, CPC, CPA— are the lifesavers. All that other stuff can be daunting. But once you begin to know your way around the AdWords interface, there are a lot of very simple, very informative reports you … [Read more...] about 3 Easy AdWords Reports You Might Not Be Using
3 Ways To Decrease CPA Without Tanking Volume
In an industry like PPC, the results of marketing campaigns are right there in front of you and for everyone to see. There’s nowhere to hide in terms of performance, and we are judged on these bottom line numbers. While many of these front-end metrics (CTR, CPC, Avg. Position, etc.) lead to better overall performance on the back-end, CPA (cost per acquisition) and profit, when … [Read more...] about 3 Ways To Decrease CPA Without Tanking Volume
Simple Budgeting Techniques Using Excel
The majority of paid search accounts I've managed have run on a monthly budget. Being able to land on this budget at the end of each month while reaching or exceeding goals on other metrics is the name of the game. In order to see where your budget is pacing, it is a simple formula, right? That formula might look like this in Excel: =(Current Spend/Amount of Days)*Total Days … [Read more...] about Simple Budgeting Techniques Using Excel
Ask ANYTHING you want about CRO with Brian Massey and Joanna Wiebe!
Conversion Rate Optimization (CRO) is a must these days, so if you don’t have a CRO program for your PPC account – time to jump on the bandwagon! We’ve gathered CRO experts, Brian Massey and Joanna Wiebe, as well as Hanapin Marketing's CRO Manager, Roopa Carpenter, for a fun new webinar where you get to ask them ANYTHING YOU WANT about conversion rate optimization. And when we … [Read more...] about Ask ANYTHING you want about CRO with Brian Massey and Joanna Wiebe!
Shopping Campaigns: How Does Bing Really Stack Up To Google?
Product Listing Ads have absolutely revolutionized how shoppers research and ultimately purchase products online. What started as an exclusive set of ads in the search engine results page has become a must have for any e-commerce advertiser. Google and Bing have both launched Shopping campaigns, which offer specialized segmentation and biding strategies for your PLAs. If you … [Read more...] about Shopping Campaigns: How Does Bing Really Stack Up To Google?
Looking For More Revenue? 7 Ways To Profitably Expand PPC Reach
At some point while managing your PPC program you may be faced with this problem – you need more revenue and/or conversions NOW! It’s not a terrible problem to have. In fact, your program is probably performing so well that you are expected to just throw more money at your PPC, press the magic button, and viola – greater activity at the same ROI or CPA! Wouldn’t it be great … [Read more...] about Looking For More Revenue? 7 Ways To Profitably Expand PPC Reach
Battle Of The Ages: Using Demographic Data To Improve Performance
It’s no secret that Google sees [pretty much] all. We’ve seen products roll out to the paid search community that connects desktop with mobile users (estimated total conversions), breaks down the long-term attribution of your leads (attribution models), and, of course, demographic targeting. There are a lot of questions revolving around demographic targeting, from where the … [Read more...] about Battle Of The Ages: Using Demographic Data To Improve Performance
Webinar Confirmation: Ask Me Anything About CRO With Brian Massey and Joanna Wiebe
You're All Set! You're now registered for Ask Me Anything About CRO with Brian Massey and Joanna Wiebe. Go here for the live stream: /cro-day-live-stream/. Know of a fellow PPC fan who would also love this webinar? or Email It » Other Resources You Might Like: Average Conversion Rate: What's Average, Anyway? How I Raised My Conversion Rate By 400% … [Read more...] about Webinar Confirmation: Ask Me Anything About CRO With Brian Massey and Joanna Wiebe
Reacting To Device Targeting Changes in Bing
Bing Ads will officially roll out device targeting changes on March 23rd. This has been a topic of discussion since back in June, and the official breakdown was reported on back in September. Speaking of the breakdown of your capabilities within the new system, here they are: The Good News Bing still allows users to add bid modifiers to tablets. (Unlike … [Read more...] about Reacting To Device Targeting Changes in Bing
Using RLSAs To Stay Live When Budget Is Low
Recently, one of my clients came to me with a fairly common problem. Due to the seasonality of their business, they have certain months during the year with a lower budget allocated to Search and Shopping campaigns. During these months, since they track monthly budget by day, most of their product focused campaigns run out of budget early in the day. Thus, the account then runs … [Read more...] about Using RLSAs To Stay Live When Budget Is Low
My Experience With An Adult PPC Client
Editor’s Note: This article is a part of our Hero Conf Guest Post Giveaway. Based on a combination of pageviews, shares and editorial review from the PPC Hero writing staff, a winner will be chosen from the 4 finalists we post throughout the week. Today’s post comes to us from Joe Martinez (@MilwaukeePPC), Search Marketing Specialist at Top Floor. At the agency I work for, I … [Read more...] about My Experience With An Adult PPC Client
