"Averages lie." I had a few statistics courses back in college with a professor who was fond of saying that. Seems like he might've gotten that turn of phrase from someone else, now that I think about it. This is problematic for us– as PPC professionals, we work with averages on a daily basis. No average has a larger impact on your bottom line than the average cost you're … [Read more...] about How Your Average CPC is Lying to You
Search Results for: competitor analysis
No CRO? No Problem: WordStream’s Landing Page Grader
There's a universal truth in PPC– if you have a terrible landing page, you're gonna have a bad time. Your ads could be stellar, your keywords laser-focused, and your bids perfectly calibrated against your competition... and none of it will matter if you can't turn your visitors in to customers. So what's the solution? Conversion Rate Optimization. We've written loads of … [Read more...] about No CRO? No Problem: WordStream’s Landing Page Grader
How to Catch an Affiliate Red-Handed in PPC
It's important to understand that in PPC, you're often part of a bigger picture than you realize. Whether in-house or agency, there are many moving parts– external non-Google display buys, social networking, old media advertising, SEO, webinars... the list is virtually endless. It can be easy to slip into an egocentric viewpoint and say to yourself: "Surely, I'm the only person … [Read more...] about How to Catch an Affiliate Red-Handed in PPC
Pleading the Case for Conversion Rate Optimization
PPC Hero’s February series will be focused on arming you, the PPC account manager, with all the necessary ammunition to make a strong argument for adding new focus areas in your paid search campaigns to your client. That client can be your direct supervisor or executives if you’re managing in-house, or a client in the traditional sense if you’re working in an agency on several … [Read more...] about Pleading the Case for Conversion Rate Optimization
Making the Most of the Dimensions Tab in AdWords
A new year means a new start, if you haven’t been utilizing the dimensions tab to date you have been missing out! The dimensions tab provides you with the opportunity to do a lot of top level analysis, moving away from just looking at your campaign and instead focusing on the target market who are seeing your ads. This data allows you to understand your target market and work … [Read more...] about Making the Most of the Dimensions Tab in AdWords
PPC Hero Reviews Wordstream’s AdWords Grader Plus
Earlier this week our friends over at Wordstream launched their new and updated AdWords Grader Plus and we thought we'd take a look at what's changed. For those of you interested in our previous thoughts on the grader Eric wrote a review of Wordstream's AdWords Grader back in November 2012. What does the AdWords Grader do? A quick recap for those of you not wanting to read … [Read more...] about PPC Hero Reviews Wordstream’s AdWords Grader Plus
Targeting Your Mispeeled Search Temrs
Misspellings and typos are part of this wonderful and mysterious world of technology in which we live. Hurriedly typing in a search query while simultaneously performing six other tasks or trying to get your huge thumbs to accurately convey your message on your new phone’s tiny screen, it’s a common problem. In creating a PPC campaign based on those searches, it is only natural … [Read more...] about Targeting Your Mispeeled Search Temrs
Is Your PPC Account Running On Autopilot?
Quite frequently over the last few months, I’ve had conversations with either prospective clients or account managers from other agencies who have expressed the same concern/issue – “I’m worried the account has gone stagnant.” My first response is always to refrain from assuming the worst, as it’s actually a little difficult (in my very humble opinion) these days to set it and … [Read more...] about Is Your PPC Account Running On Autopilot?
Does DKI Really Work? [Case Study]
As dynamic series week continues, we’ve covered how to use dynamic parameters in Bing, dynamic ads with scripts and next we will dive into the question across many search engine marketing professionals minds when it comes to ad testing – Does DKI really work? Below we will review – What is DKI? Does it Really Work? DKI Best Practices. What is DKI DKI stands for Dynamic … [Read more...] about Does DKI Really Work? [Case Study]
3 Essential Tips for Spying on PPC Competition
Competitive research should be part of all marketing programs and is especially important in the ever-changing and highly competitive world of PPC, but how do you get started? Below we will discuss how to create a plan, what tools are available and how often to perform PPC competitive research. You all know this person “Let’s just see what the competition is doing and copy … [Read more...] about 3 Essential Tips for Spying on PPC Competition
3 Crucial Ways To Look At Day-Parting Data
PPC Hero is a great resource for PPC newbs and PPC vets alike. We throw around a lot of lingo and acronyms, as well as methods and strategies that may be uncharted to some you. Day-parting is a perfect example of a common piece of analysis used by PPC Heroes everywhere that requires an extra step in how you evaluate your data. What is day-parting? This refers to the … [Read more...] about 3 Crucial Ways To Look At Day-Parting Data
Quality Score: The Quick & Dirty Trick That Can Save You Time & Money
Although I know I could while away the hours looking over hundreds of keywords with varying quality scores, there are times when you just need a quick and dirty approach to get the improvement ball rolling. As part of our series, I’ve provided a quick look at how I manage quality score when time is of the essence. What’s all this “quick and dirty” talk? Quick: You filter out … [Read more...] about Quality Score: The Quick & Dirty Trick That Can Save You Time & Money
