Building a new PPC campaign from scratch can be challenging. You can easily miss keywords or add keywords without search volume. Plus, even if you have a great list of keywords, it can be challenging to organize them into tightly themed groups. Using AdWords Keyword Planner can be an excellent way to get started in building out your next campaigns. Where to Find the Keyword … [Read more...] about How To Use The AdWords Keyword Planner
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How To Better Organize Your Shopping Campaigns: Brand vs Non-Brand Segmentation
When I first pondered the notion of branded and non-branded Shopping campaigns I was a little skeptical. I wouldn’t necessarily describe myself as a perfectionist, or even a control freak; however, I’ll take a thorough initiative where I’m in the driver’s seat 10 times out of 10. Shopping campaigns, in general, are somewhat out of our complete control, so adding another level … [Read more...] about How To Better Organize Your Shopping Campaigns: Brand vs Non-Brand Segmentation
Ad Experiments You Can Start Running Today
All of the recent changes happening in AdWords, from the Interface-lift , to the New Ad Rotation options to the Daily Budget Changes has me feeling like Google is having a mid-life crisis, and I’m wondering “what’s it going to do next, buy a leather jacket?” When you’re faced with these, or any other uncertainties in your accounts, consider running Experiments. The beauty of … [Read more...] about Ad Experiments You Can Start Running Today
Data Driven Attribution: The Future for PPC?
Over the past week or so, I’ve spent quite some time thinking about the future. Not my future per se, but rather the future of digital advertising. A few months ago, I was perusing LinkedIn, catching up on some industry blogs since being out for three months (See It Takes A Village: Keeping Up With The PPC Industry). I read a blog post that doesn’t rank high in the overall … [Read more...] about Data Driven Attribution: The Future for PPC?
Smart RLSA Tips for the Holiday Season
In AdWords, I have found that conservative bid adjustment work best for most settings within the account. For device, location, and ad schedule I will usually use minor positive bid adjustments +5-10% and usually stronger negative adjustments -15-50%. There is one area of the account where I have found that higher bid adjustments are really effective. Over the years, I have … [Read more...] about Smart RLSA Tips for the Holiday Season
Adding Facebook Ad Block Lists
If you’re new to Facebook, you’ll see familiar placement options to show your ads (Facebook, Instagram, & Messenger) along with Facebook’s Audience Network (think Google’s Display Network). The Audience Network places your ads can show across different websites who have opted into the audience network along with instant articles and video. Analyzing Display Network … [Read more...] about Adding Facebook Ad Block Lists
Mastering The Transition To PPC Account Manager
Having recently become an account manager, my mind has been buzzing with optimization opportunities, strategy initiatives, and communication styles. With all of the ppc possibilities, where does one start?! Friends and coworkers, who have mastered the transition to account manager, shared their tips and tricks with me. I have compiled their advice here. Here we … [Read more...] about Mastering The Transition To PPC Account Manager
Programmatic is Good for Your PPC Strategy. Here’s Why!
Programmatic advertising is still a topic that confuses a lot of marketers today. People are afraid to invest in a new channel at the top of funnel that may not drive performance, most don’t know where to start, and let's be honest, it's confusing as hell… I have written quite a bit over the past year about the benefits of programmatic, the fancy stuff it can do, how to … [Read more...] about Programmatic is Good for Your PPC Strategy. Here’s Why!
You may be a potential nightmare PPC client if…
These kinds of posts are always dangerous. I try to avoid them, to be honest, because it's difficult to walk the tightrope of tact and truth. You either end up sounding like a giant jerk that hates everyone, or you fearfully dance around feelings so much that you don't ever really say what is on everyone's mind. The purpose of this post is not simply to gather … [Read more...] about You may be a potential nightmare PPC client if…
It Takes A Village: Keeping Up with the PPC Industry
You have probably heard the phrase “it takes a village to raise a child.” Well, it also takes a village to run a PPC account. The parallels between a baby and an account are numerous. They both can get cranky for absolutely no reason at all. You will go crazy if you do nothing but watch them day in and day out. Throwing money at them doesn’t solve problems. When they are too … [Read more...] about It Takes A Village: Keeping Up with the PPC Industry
A PPC Account Manager’s Checklist
Whether you’re the most novice paid advertiser or a seasoned vet, the question “what do I do now” has likely come up numerous times. Maybe you feel that you’ve done all you can do and are stuck. Maybe you’ve been so busy driving strategy that daily/weekly account maintenance has fallen by the wayside. Maybe you’re working through the learning curves of managing your first PPC … [Read more...] about A PPC Account Manager’s Checklist
Yahoo Gemini Guide: Change is a Good Thing
Nearing the end of last year, I wrote A Step-By-Step Guide to Yahoo Gemini. The guide focused on the following main points when it comes to setting up Yahoo Gemini; What Yahoo Gemini can do for you Campaign types Creating a campaign Ad group settings Ad copy Keywords Tracking While the guide still holds true in terms of set-up, Yahoo has released several … [Read more...] about Yahoo Gemini Guide: Change is a Good Thing
