It comes up often, and I’ll admit in my younger PPC days it made me shudder: “So if you’re charging us a fee based on spend, doesn’t that mean you’ll just push the spend to increase your fee?” Well, let...
Client Relations
The PPC Meeting Survival Guide
Some of my favorite topics on this blog deal with case studies analyzing account performance in painstaking detail. It makes sense – this is an intensely data-driven line of work, often requiring hours of analysis. But it’s important that we...
3 Things In-house PPC Managers Wished Agencies Knew
I spend a lot of my time trying to figure out what our clients/ideal clients want in terms of services and results. I do this by asking them questions directly, observing the questions and comments they make to our account...
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Making Conversion Rate Optimization Work for You & Your Client
As our team has worked more directly on CRO for our clients, I now have some hard data points on the kind of results and improvements and account can see from even ‘simple’ CRO tests and strategy implementations.
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Using the Ever-Mysterious Beta to Grow Your Account
As Star Trek tells us, space is the final frontier. As working in AdWords and BingAds tells us, betas are the final frontier. There are things that we haven’t even thought about yet that are going on right now in...
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Proving the Value of PPC to C-Level Management
Should you be in-house, agency, freelance or some combination of the above, you have probably managed paid search accounts of various sizes. I’m not talking about just budget-wise; number of keywords, ad groups, campaigns, accounts in an MCC…you name it!...
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Handling Clients & Their PPC Performance Perceptions
Managing and setting client expectations is not necessarily a simple task in paid search. The reason isn’t because the client wants to make our lives difficult, despite it feeling that way. Their reason for being difficult is because it’s their...
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How to Masterfully Inherit a Messy PPC Account
Every account inheritance situation is different and should be handled on a case-by-case basis; this is what I know. Whether you’re bringing the account on from an in-house or agency-managed situation, if the account has been on autopilot or actively...
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Agency or In-House? Choosing The Right PPC Path For You
Lots of crazy stuff has happened in PPC during 2012. Even though that’s been true pretty much every year since its launch, we at PPC Hero felt that it was a big enough year to justify its very own series. ...
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Managing Multiple PPC Clients – A Guide to Keeping Your Sanity
There are quite a few PPC Hero readers who work at an agency themselves or are freelancing on their own and, in both cases, are responsible for more than one client at a time. Keeping things straight and organized in...
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How To Gain Client Buy-In for Mobile PPC
PPC Hero’s mobile-focused June series kicks off today with step one of the process: getting your client on board with opening up to the mobile traffic funnel. Most clients would have a hard time arguing with direct statistics, so today...
3 View-through Conversion Attribution Problems
View-through conversions are conversions where a customer saw—but didn’t click— a display ad on the display network before completing a conversion. – source Agencies and account managers want to report this, or a portion of these to their clients and...
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