Back in April, I wrote a post on why top v other bidding methods are better than using average position. This article stated that using impression share when changing bids is extremely important and average position does not take impression share into account. I ended this article by hinting that a formula was in the works on how to bid based on top v other v lost IS. That … [Read more...] about The One Metric We All Should Be Using in Our Bidding Strategies
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Service Provider Problems? 4 Areas To Consider Before Firing Them
One of the best lessons I’ve learned in PPC is that my data cannot work in a vacuum. As much as I’d love to watch the clicks roll in and the conversions rack up, I can’t just close my computer on those metrics. I rely on supporting roles like CRMs, tracking platforms, and lots of different micro conversions for understanding my data. But there are also times that these … [Read more...] about Service Provider Problems? 4 Areas To Consider Before Firing Them
Hero Conf London: 4 Days Left to Save!
PPC Heroes, time is running thin to register at discounted rates for our inaugural international event. Hero Conf heads to London for the first time, 28-30 October 2015 at the Millennium Gloucester Hotel and Conference Centre. We’re excited to introduce 40 world-class speakers and a slate of the most relevant and timely PPC content, designed to provide actionable takeaways … [Read more...] about Hero Conf London: 4 Days Left to Save!
The Case for YouTube Advertising
About a month ago, I attended a YouTube summit at Google’s NYC headquarters. At this event, 175 top advertisers assembled with their respective AdWords teams to discuss the success they’ve had with YouTube and the challenges they face. The consensus amongst the participants was that advertising on YouTube is critical to the conversion path. Advertising on YouTube plays a key … [Read more...] about The Case for YouTube Advertising
PPC & Local Service Area Businesses – A Perfect Fit
Marketing a local service business used to be a lot less complicated. In the old days, you could just put an ad in the Yellow Pages, put some flyers on mailboxes in target neighborhoods and rely on word of mouth referrals. Fast-forward to today’s landscape and it seems like it keeps getting harder and harder for local businesses to get and maintain traction in search … [Read more...] about PPC & Local Service Area Businesses – A Perfect Fit
Shopping Promotional Text Being Retired For Automated Extensions
This week, Google AdWords rolled out new automated extensions for shopping ads (PLAs). This improvement came after Google noticed many advertisers were using promotional text to highlight special offers or free shipping. These new extensions are displayed alongside your shopping ads at no additional work or cost. They use existing information you’ve provided in your Merchant … [Read more...] about Shopping Promotional Text Being Retired For Automated Extensions
7 Must Have Reports To Create In AdWords Report Editor
Your PPC dreams have finally come true – data visualization is now available in the AdWords Report Editor! You now have the ability create your very own data masterpiece by dragging and dropping data to create pivot tables, graphs and charts directly in the AdWords interface. Last week AdWords announced the release of the AdWords Report Editor that will be rolled out across … [Read more...] about 7 Must Have Reports To Create In AdWords Report Editor
Super-Segmentation For Quality Score
Wondering why your quality score is so low? If you are, you aren’t alone. Countless marketers and business owners wonder the same thing as they look at their AdWords reports and give their computer monitor the stink eye. It’s an important question and has implications that affect your whole account. With low quality scores you end up paying more for each click, your … [Read more...] about Super-Segmentation For Quality Score
How To Create Display URLs In Bulk
Have you faced a tight deadline and needed to create hundreds or thousands of new display URLs? Maybe you’ve onboarded a new account and realized that you have 10,000 ads all with the same display URL and no mobile preferred ad copy. Then this is the article for you. In the next few minutes, you too will be able to impress your friends, family, and maybe even your boss … [Read more...] about How To Create Display URLs In Bulk
Pitching In-Person: Benefits Of Vetting PPC Agencies Face-To-Face
If there is one thing that has truly caught me by surprise in my role as Senior Digital Advisor for the team at Hanapin/PPC Hero – it’s the amount of traveling our sales department has done over the last couple of years. Do not get me wrong - it’s a blast and who would complain about getting out of the office now and again for a little change in atmosphere? Not me, that’s for … [Read more...] about Pitching In-Person: Benefits Of Vetting PPC Agencies Face-To-Face
10 Steps To Strategic Account Management
As PPC marketers, we often have to-do lists that run a mile long and take up most of our day. This, of course, is a good thing because it means that we are getting tasks done within the account that should improve day-to-day performance. However, we are sometimes so focused on the tactical that we forget to look at the bigger picture and create strategic plans toward account … [Read more...] about 10 Steps To Strategic Account Management
Full Schedule Now Live: Explore Our New Advanced Track!
To all our PPC Heroes in Europe, now is the time to register for our first international event, before Early Bird pricing expires at the end of the month. Hero Conf rolls into London for the first time, 28-30 October 2015 at the Millennium Gloucester Hotel and Conference Centre. Our full schedule is now live and includes our all-new Advanced Track, with in-depth, … [Read more...] about Full Schedule Now Live: Explore Our New Advanced Track!