What is PPC? PPC (pay-per-click) marketing is a form of online advertising in which advertisers accrue costs when users click their ads. Advertisers bid on the perceived value of a click in relation to the keywords, platforms, and audience type in which it originates. Paid search advertising and Pay Per Click management can be hugely effective form or digital marketing. With … [Read more...] about The Ultimate Guide to PPC Marketing
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A 180 of Google Analytics 360
A perk of most paid search management platforms is the level of data we are able to obtain without having to go far. As an individual that has focused on a variety of marketing efforts, spanning from paid and organic to print and media, I've spent my fair share of time poking around in analytics platforms. For the past year I've had the opportunity to work with a company … [Read more...] about A 180 of Google Analytics 360
A Closer Look at AdWords Smart Bidding
Black Friday, Cyber Monday, Christmas, Hanukah, Festivus; the list of sale opportunities doesn’t end at this point of the year. If you’re managing an eCommerce account right now, time management is fast becoming your most utilized skill. But, what if I told you there was a way to free up some time by giving into our machine overlords? Moving from manual bidding to trusting … [Read more...] about A Closer Look at AdWords Smart Bidding
PPC’s Future: Machine Learning And How To Adapt To This New Dynamic
I recently conducted a webinar with Marc Poirier, CEO of Acquisio. In that webinar, we discussed the impact of machine learning on paid search campaigns. Since then, Google has announced the roll out of new ‘smart’ features such as in market audiences for search and enhanced its ‘smart bidding’ functionality by rolling out a new bid strategy called ‘maximize conversions.’ … [Read more...] about PPC’s Future: Machine Learning And How To Adapt To This New Dynamic
The Complete Google AdWords Shopping Campaign Settings Breakdown
When it comes to paid advertising, Shopping can be one of the most intimidating and complex initiatives to tackle. It has multiple moving pieces with the setup, management, and continued optimizations. Plus, you not only have to manage your campaign on AdWords, but you also have to manage your feed, which can be especially tedious if you have a large, diverse inventory of … [Read more...] about The Complete Google AdWords Shopping Campaign Settings Breakdown
Ensure Bing Ads Are Part Of Your PPC Efforts
Working in PPC, it is easy to get lost in the “usual” PPC efforts. We tend to focus on what we know and concentrate most of our time with, Google. However, did you know that Bing accounts for roughly 1/3 of the paid advertising search market at 31%? Plus, with more than 100 million unique users that search on Bing, to be a comprehensive paid search marketer you have to be on … [Read more...] about Ensure Bing Ads Are Part Of Your PPC Efforts
Reflections Of A PPCer At The End Of The World…Errr, 2016
2016 was a great year for PPC. I know that's an odd way of beginning an article about 2016 since let's be honest, 2016 was pretty much a terrible year in many aspects. Perhaps there is some yin-yang action happening behind the scenes connecting PPC to the real world? Whatever it might be, digital marketing in 2016 grew overall in terms of spend, social media advertising … [Read more...] about Reflections Of A PPCer At The End Of The World…Errr, 2016
Campaign Groups Now Available In AdWords
We are all aware that the marketing industry is growing continually more complex. Frequent expansions and innovations in the digital marketing world are the evidence. As marketing strategies become more intricate, we see that AdWords is working hard to keep up. Our PPC strategies often involve multiple touch-points across various media when inviting users to convert, yet the … [Read more...] about Campaign Groups Now Available In AdWords
Be In The Know About Upcoming Improvements To AdWords Automated Bidding
Last week, Google announced Smart Bidding for AdWords and DoubleClick Search as the new name for automated bidding. Smart Bidding is considered auction-time bidding since bids are decided on an auction by auction basis. If you are using any of the bidding strategies listed below, you are already taking advantage of Smart Bidding. Target CPA Target ROAS Enhanced … [Read more...] about Be In The Know About Upcoming Improvements To AdWords Automated Bidding
Google To Introduce Attribution Model Options For Conversions
Given that the average person spends roughly 5 hours a day online and visits over 10 different sites before converting, attribution modeling represents a vital aspect of account success. While identifying the right attribution model for your account can be a somewhat complex task, implementation within separate AdWords conversions will soon become much more … [Read more...] about Google To Introduce Attribution Model Options For Conversions
AdWords Self-Optimizing Accounts Are Live (And Already Among Us)
AdWords is clearly moving towards higher automation, even if a fully automatic long-lasting optimization is still to come. It is possible to create accounts which automatically react to competitors’ activities and maintain performance for long times without manual activities. Since I created my first campaign (more than 12 years ago) I have always been striving toward better … [Read more...] about AdWords Self-Optimizing Accounts Are Live (And Already Among Us)
The AdWords Script To Create Ads In Bulk
This month I’d like to share a script I originally built 3 years ago to help with ad text optimization in AdWords. It’s intended to make sure all ad groups have enough experiments running, and can also be used to create new ads across many ad groups in bulk. It could also be used to clean up the worst performing ad in each ad group. AdWords Script For Bulk Ad Creation The … [Read more...] about The AdWords Script To Create Ads In Bulk