Occupying additional paid search real estate is paramount when trying to stand out from the competition. Everything from ad extensions to Shopping ads, to various aesthetics when writing ad copy comes into play. Along these lines, I've put together a list of 4 lesser used techniques which help to take up more real estate. These techniques include: Review Extensions Google … [Read more...] about 4 Insanely Easy-To-Implement Features For Ecommerce Retailers
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Build And Sustain Successful PPC Relationships
While landing a new client can sometimes be viewed as the biggest hurdle in any marketing relationship, keeping the client happy and having a successful relationship is even more important. Sure, landing a client is a difficult task. You have to offer all the services they expect or need, have a pricing structure they’re comfortable with, and you’re usually up against stiff … [Read more...] about Build And Sustain Successful PPC Relationships
3 Tips You Need To Know Before Creating Bing Shopping Campaigns
Bing recently announced the release of the Bing Shopping Campaign (BSC) beta to a limited number of advertisers. Bing Product Ads have been around for a while and work great for ecommerce accounts. As we’ve seen with Google Shopping campaigns, the benefit of the new shopping format allows for easier management, share of voice reporting for benchmark CPCs and segmentation … [Read more...] about 3 Tips You Need To Know Before Creating Bing Shopping Campaigns
How PPC Provides Competitive Insights To Organizations
The problem many marketing managers experience when making the case for paid search is proving sufficient value and potential return for a business. Pay-per-click advertising is very technical and, therefore, easy to become lost “in the weeds” at the expense of educating leadership on its strategic benefits. Here is one strategic benefit that PPC provides to an … [Read more...] about How PPC Provides Competitive Insights To Organizations
Increase User Engagement For PPC Traffic
For most PPC accounts, our focus is to gain revenue or leads. This gives us a (somewhat) clear idea of what kinds of optimizations to make and how we should run the account. However, for one account, the strategy shifted to boosting the quality of site visitors and user engagement. Using Google Analytics we came up with an action plan. The Challenge This particular client, … [Read more...] about Increase User Engagement For PPC Traffic
The Monkey & The Cat: When To Ignore CTR
Click-thru-rate (CTR) is a basic concept of paid search. It is defined as clicks divided by impressions and is a measure of people that see an ad and actually click through to the website. CTR can give insights to ad copy relevance and it holds some influence over quality score. CTR has its hands in all parts of paid search because of the relationship between the search query … [Read more...] about The Monkey & The Cat: When To Ignore CTR
Two Reasons Why I Don’t Buy Into The Quality Score Hype
I’ve never really understood the hype and over the top attention afforded to quality score. I understand why search engines need to have an algorithm that determines bid prices and ad rank. However, what I can’t wrap my head around is why so many marketers are overly fixated on a metric that ultimately doesn’t have much bearing on the performance of an account from a business … [Read more...] about Two Reasons Why I Don’t Buy Into The Quality Score Hype
Stop Using The Same Headline
Writing text ads in AdWords is difficult - except crafting the headline. Every blog and best practice article you read from so-called “experts” tells you to simply include the user's search query in your headline. In fact, Google seems to even encourage this practice by offering dynamic keyword insertion and bolding the matching words in the headline of your ads. So why … [Read more...] about Stop Using The Same Headline
One Excel Trick To Nail Your Budget Projections
As a PPC account manager, the most critical eye— Sauron’s eye— is often cast on your ability to analyze and optimize; to study data and extract actionable insights that make the top line metrics like cost per click, cost per acquisition, or return on ad spend, trend towards a marketing goal. With these types of demands, and the pressure that comes in tandem, it can be easy … [Read more...] about One Excel Trick To Nail Your Budget Projections
Showcase Products On YouTube With TrueView For Shopping
This week Google is introducing a new feature called TrueView for shopping that makes it easy for viewers to get more information on products and also click to buy them. Video ads in TrueView for shopping, give merchants a platform to showcase product details and images, as well as give consumers the ability to click to purchase from a retail site. TrueView … [Read more...] about Showcase Products On YouTube With TrueView For Shopping
Webinar: Top Ten Paid Social Media Advertising Hacks of All Time
More about this Webinar PPC marketing, social media, and content remarketing are rapidly converging. To continue to be successful in today's digital world, you must integrate both your paid and organic teams. Join us for a whirlwind tour of some of the coolest PPC opportunities on Facebook, Twitter, LinkedIn, Google+ & YouTube. We'll be discussing strategies such as content … [Read more...] about Webinar: Top Ten Paid Social Media Advertising Hacks of All Time
Are You Maximizing Your Revenue? Impression Share Reporting in Excel
Lost Impression Share Due to Rank - The estimated percentage of impressions on the Search Network that your ads didn't receive due to poor ad rank. This seems to be a very important metric. Especially when talking about the top performing keywords in your account. So, why is it so underutilized? A lot of the paid search community has appeared to put all their eggs in the … [Read more...] about Are You Maximizing Your Revenue? Impression Share Reporting in Excel