We should all be testing our PPC ads, but sometimes obstacles stop us. Whether it be getting approval, lack of time or some other excuse, there are several ad tests that are small that have made big differences in my accounts. The setup for each is simple and the results are worth the 15 minutes that it takes to use Excel. Display URLs There are 35 characters that can be … [Read more...] about Tiny Ad Tests That Make a Huge Difference
Search Results for: conversion rate
5 Ways Exit Overlays (Pop-ups) Can Supercharge Your PPC Campaigns
Second chances are rare in search marketing. Typically, landing pages only have 6 seconds to get the point across. And unless you’re a big brand with a healthy retargeting spend, chances are you aren’t reeling in all abandoning users. Luckily, a new technology called exit-intent exists to help marketers re-engage abandoning visitors with a last-second offer. And for … [Read more...] about 5 Ways Exit Overlays (Pop-ups) Can Supercharge Your PPC Campaigns
5 Tips For PPC Success in the Health & Supplement Vertical
Series week continues as we assess PPC management across different industries. Yesterday, Kristina covered the Tourism and Travel industry. Today, Cassie will be discussing the Health and Supplement Industry. The Health and Supplements vertical for PPC is complex as it is heavily regulated with strict editorial constraints. The ad copy must be informative. However, you are … [Read more...] about 5 Tips For PPC Success in the Health & Supplement Vertical
How To Run PPC Accounts in the Cutthroat Healthcare Vertical
Series week continues as we assess PPC management across different industries. Yesterday Rachael covered PPC for the IT and Technology industry. Today, Kevin covers the healthcare industry, and specifically business-to-business. One of the unique components of the healthcare industry, is that it’s one of the responsibilities of our (at least for American readers) Federal … [Read more...] about How To Run PPC Accounts in the Cutthroat Healthcare Vertical
Is It Time for a PPC Management Quality Score?
An email lurched into my inbox. Have you ever noticed that some emails slip in, some slide in, some explode in, some bounce in... and some... lurch in. If you have an image in your mind of a walker stumbling towards Darryl, then you are approaching my metaphor. The email went something like this: "A guy from Google called our client about their AdWords account and he … [Read more...] about Is It Time for a PPC Management Quality Score?
7 Questions To Ask A Prospective Pay Per Click Agency
When it comes time to find a new pay-per-click agency, there are questions that need to be asked. More importantly, the prospective agency should give intelligent and insightful answers that instill confidence. Below are seven questions that should be asked with their ideal responses. 1) Can You Explain Your Keyword Research Process? Ideal Response: Extensive keyword … [Read more...] about 7 Questions To Ask A Prospective Pay Per Click Agency
13 Reasons You Should Geo-Target PPC Campaigns
Multiple accounts that I manage daily use city or state specific geo-targeting at the campaign level. While we have the option to use geo-bid modifiers across the campaign, this type of segmentation takes optimization to the next stage. Inside every paid search account manager, there is a control freak. Targeting campaigns at the city level gives us that much control over our … [Read more...] about 13 Reasons You Should Geo-Target PPC Campaigns
Tips for Getting Results with an Inherited PPC Account
I’ve been assigned to a series of new clients recently as we shepherd them through their first 90 days with Hanapin. Additionally, I have been auditing accounts for prospects through our pre-sales process. In every instance, the accounts are pre-existing and have or would become an ‘inherited account’ situation. These accounts are currently not meeting goals and have a previous … [Read more...] about Tips for Getting Results with an Inherited PPC Account
Consider The Creative Process of Your PPC Program
How are you going to manage your creative process? Ultimately, potential customers are interacting with your creative assets. Response is directly tied to how deep this interaction is. How are you going to manage your creative process? This important question must be considered, answered, and decisively acted upon in order to have a successful paid search … [Read more...] about Consider The Creative Process of Your PPC Program
The Impact of Campaign Structure on Bid Management – Part II
In my last post, I discussed how the mismatching of search terms to keywords can dramatically impact bidding decisions and the resulting performance. In this post, I’m going to address another campaign structure issue that impacts the way we bid on low volume keywords. Structural Problem #2: Grouping Keywords to Support Long-Tail Predictions The second most common … [Read more...] about The Impact of Campaign Structure on Bid Management – Part II
Move Past ROAS And Think ROI
This week we’ve been discussing PPC challenges we’ve faced and how we overcame them. Having worked primarily with eCommerce accounts, I’ve come to understand that revenue and return need to be reviewed beyond face value in order to determine if a PPC program is truly profitable. In any PPC campaign, whether eCommerce or lead generation, return is the ultimate indicator of … [Read more...] about Move Past ROAS And Think ROI
Day-to-Day PPC Management: What to Ask Your Key Stakeholders and Vendors
Question #1: How do I measure performance? We’ve addressed setting goals and funding our program. Now the question must turn to “How do I measure performance?” 3 popular ways to measure PPC performance are: Platform Interfaces: All ad platforms provide a wealth of information. Traffic metrics such as cost, clicks, impressions, ad position, and cost per click can be … [Read more...] about Day-to-Day PPC Management: What to Ask Your Key Stakeholders and Vendors
