Within AdWords, there is a tool called Bid Simulator where you can review potential keyword bids to project what type of performance changes various bid changes would make. The simulator is meant to help guide your bidding by projecting volume and efficiency as you raise your bid. While this is a great tool to get some estimates, Google's algorithm is fairly unknown and … [Read more...] about How To Use Historical AdWords Data To Create Your Own Bid Simulator
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4 Custom Affinity Audiences To Try For Display Advertising
For the sake of this post, let's pretend I own a new company that develops and sells golf clubs. As a new company in a competitive market, I strongly feel the need to invest in Display advertising in AdWords to build awareness. People aren’t going to search for my company’s products if they don’t know they exist. I've tried keyword and interest targeting, but most of the … [Read more...] about 4 Custom Affinity Audiences To Try For Display Advertising
3 Tips To Improve ROI For Paid Search
If you are ever told that the goal of an ecommerce account isn’t to improve ROI, you are probably being lied to. Generating more revenue is the driving factor behind the majority of businesses and the marketing efforts they push. It may not be the be-all end-all with other goals such as newsletter sign-ups and calls, but it’s vital. How can you improve ROI? If the answer was … [Read more...] about 3 Tips To Improve ROI For Paid Search
The Best of the Best Industry Updates of 2017
You have probably seen the insane amount of updates that platforms have been rolling out in 2017 so far. From search to social to display, there have been some awesome new tools to play with in your marketing strategy. Now, you might have seen all the updates as they came out and thought I WANT TO USE THEM ALL! But which ones are worth giving your precious time and effort … [Read more...] about The Best of the Best Industry Updates of 2017
The 5 Stages Of PPC Account Restructuring
During my tenure as a PPC account manager I've found few things to be more anxiety provoking than the performance of a brand new account structure. Those first couple weeks of data are pivotal not only for account success, but for establishing client confidence moving forward. Following the launch of a brand new account structure, I typically go through a series of emotions … [Read more...] about The 5 Stages Of PPC Account Restructuring
How To Find The Right PPC Audiences
When I am working on an account and trying to optimize the campaigns to the fullest potential, I get stuck in a rut of looking at keywords, bids, and budgets. While these are great and essential ways to create efficient spend in your account, you are treating all users the same. Once you open up the Audience Insights report and think about how to segment your audiences, you … [Read more...] about How To Find The Right PPC Audiences
Time Saving Automation: Search Query Edition
Search Query Reports (SQRs) - you either love them or hate them. Nonetheless, they are an extremely important component of a PPC campaign. While you probably pull these semi-regularly (or maybe you don’t do them at all), are you getting the most out of them? With a little bit of work on the front end, you can save time by automating these reports. Once you get it all set up, … [Read more...] about Time Saving Automation: Search Query Edition
Use These Competitor Tools To Improve Results Through Competitor Insights
Competitor insights are a key part of how we can improve performance and spike conversion rates. This happens through using a multitude of tools and data insights to form a summary about a specific set of competitors that are directly influencing change in SERPs or ad performance. In today’s post, we will visit just a few of the top tools we can use to show value to our … [Read more...] about Use These Competitor Tools To Improve Results Through Competitor Insights
AdWords Announces Upcoming Changes To Enhanced CPC Bidding
Beginning in early June, AdWords will be rolling out changes to Enhanced CPC bidding (ECPC). You’ve probably been seeing the below notification when logged into the AdWords interface. Keep reading to find out what changes are being implemented and how they could affect account performance. What’s Changing? Currently, ECPC is an automated bidding strategy that increases … [Read more...] about AdWords Announces Upcoming Changes To Enhanced CPC Bidding
Universal App Campaigns Vs. Mobile App Install Campaigns
How many apps do you have on your smartphone or tablet? How many of those apps do you use on a regular basis? While I don’t know how many apps I have, I can honestly say I use 30% or less on a regular basis. No matter how many apps you have on your device, the fact of the matter is that before you ever downloaded them, they had to have been placed in front of you in some … [Read more...] about Universal App Campaigns Vs. Mobile App Install Campaigns
5 Lessons Learned From Running International PPC Accounts
I currently manage ads in 6 continents across 32 countries with ad copy spanning 5 different languages. I speak one language. Well, to be fair, I speak more than just one language. Years of Spanish class has led to the proficiency of a "soon-to-graduate higher schooler with senioritis." Furthermore, my PPC international experience has given me a pretty strong pulse of the … [Read more...] about 5 Lessons Learned From Running International PPC Accounts
Perform Better Analysis With Facebook Integrated Tools
Let’s face it. Analyzing marketing data regardless of platform or channel dominates digital marketing. We spend increasingly larger amounts of time trying to understand what our ad efforts are accomplishing, troubleshooting problem spots, and making optimizations based on that data. At any given time, there are tons of marketing platforms that are designed to solve every … [Read more...] about Perform Better Analysis With Facebook Integrated Tools