Even though it’s been “The Year of Mobile” for about five years now, there is finally an AdWords certification exam that tests our knowledge and allows us to tout ourselves as mobile advertising experts to anyone who will listen. As a recent addition to Google’s menu of available exams, you might be thinking about adding another feather in your cap and taking the exam. Well, … [Read more...] about Tips For Passing Google’s Mobile Certification Exam
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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
Welcome To Mobile App Installs 101
“Mobile app installs” is an AdWords campaign type. By the name, it is not a surprise that the purpose of this campaign is to drive app downloads. The ads send users to the app store after the ad is clicked. Conversion Tracking Mobile app install campaigns are direct response focused. Conversion tracking is a must where available (spoiler alert!). Like traditional conversion … [Read more...] about Welcome To Mobile App Installs 101
Do Users Actually Read Your Text Ads?
A couple weeks ago I came across an interesting tweet from Kim Thomas (@PPCkimpossible). We've been trying to debate each other, but can't b/c we agree. Who thinks users read ad copy (raise your hand)? @MaddieMarketer #ppcchat — Kim Thomas (@PPCkimpossible) June 25, 2015 Working primarily with ecommerce accounts, I believe that the actual message of the text ad isn't as … [Read more...] about Do Users Actually Read Your Text Ads?
Turn Yourself Into A PPC Time Management Machine With These 4 Techniques
About a year ago, I made the shift from in-house PPC to agency. With 10+ years of in-house experience, I knew that agency life was going to be a big change for me, with the biggest change having to manage a roster of different clients. Now I like variety as much as the next person, but sometimes agency life can provide quite a bit of it—especially if you happen to have … [Read more...] about Turn Yourself Into A PPC Time Management Machine With These 4 Techniques
Living In The Micro-Moment: Rethinking PPC Strategy
On May 5th, Google introduced Micro-Moments. “Mobile has forever changed the way we live, and it’s forever changed what we expect of brands. It’s fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each one is a critical opportunity for brands to shape our decisions and preferences.” – Google As smartphone searches are on the rise, Google is … [Read more...] about Living In The Micro-Moment: Rethinking PPC Strategy
Use PPC To Help Build And Optimize Your Email Lists
We see a high number of pay-per-click marketing initiatives being set-up and often ran in a silo, with total separation from other marketing efforts. This separation is undoubtedly not the best thing for your business. Integrating PPC with your overall marketing strategy not only helps ensure your pay-per-click campaigns reach their ROI goals and full potential, but will also … [Read more...] about Use PPC To Help Build And Optimize Your Email Lists
Is Your Account Leaving Money On the Table From Lost Impression Share?
Two questions that we get asked frequently are: How much more should I spend for our PPC account? How many more conversions can I expect to get from the increase in spend? When asked these questions the first thing I look at is what campaigns are performing well and how much impression share is being lost. However, analyzing impression share can be a bit cumbersome and … [Read more...] about Is Your Account Leaving Money On the Table From Lost Impression Share?
In Defense Of The Lowly Display URL
You want a higher click through rate? You want a lower cost per click as a result of your higher quality score? Then you should take advantage of every single avenue that is available to optimize your campaign. This includes crafting relevant and compelling ad extensions, headlines that match the search query as closely as possible and description lines that include a … [Read more...] about In Defense Of The Lowly Display URL
How Do You Structure Your Ad Groups?
By now everyone has heard the general consensus on common ad group setup practices. An ad group should have a limited number of keywords, be related to one another, and be relevant to the ads and landing pages. Each one of these items is important but leaves ambiguity in the actual implementation. If you spend any time thinking about these you’ll arrive at more questions than … [Read more...] about How Do You Structure Your Ad Groups?
Identifying Your Ideal Customer Through Persona Analysis
Many of us view pay-per-click advertising in strictly quantitative terms. Those who hold this viewpoint look at PPC management as a continuous loop of analysis and optimization narrowly based on “what the numbers tell them to do.” Although this is a logical and often necessary philosophy, there’s a more sustainable approach, which I call ‘Persona Analysis.’ Persona analysis … [Read more...] about Identifying Your Ideal Customer Through Persona Analysis
Google Introduces AdWords Dynamic Structured Snippets
Google recently launched dynamic structured snippets for AdWords. The automated extensions display industry-specific, structured information about products and services on those advertisers’ sites. Currently they can show for retail, hotel and flight searches. Additional verticals are scheduled to follow later in 2015. Here’s an example of what a sample snippet look … [Read more...] about Google Introduces AdWords Dynamic Structured Snippets
