Bid adjustments are a fundamental part of PPC. It’s important that you have a firm grasp of what your bid strategy is and what options you have in terms of actually changing those bids. While there are many bid management software options (Acquisio, Marin, etc.), we’ll go over the native features in the AdWords interface and the pros and cons of each. Manual Bidding If you … [Read more...] about A Guide to AdWords Bid Adjustments
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PPC Roundtable: Ideal Client Workload
PPC Specialists are constantly in demand as the paid search landscape is so vast and continues to grow. With the increase in demand comes a discussion of how many accounts one individual specialist should manage at any given time. Thus, we asked the team their thoughts by posing this question: How many accounts should one PPC Specialist be managing at one time? … [Read more...] about PPC Roundtable: Ideal Client Workload
Everything You Need To Know About PPC Ad Extensions
Search ads are no longer just about headlines, description lines and display URLs. Ad Extensions now also play a huge part in the appearance and success of our ads. Take a look at this ad from Walmart I saw the other day. Notice how more than 50% of the space taken up by this ad comes from extensions of various types. Why Are Ad Extensions Important? There’s Lots … [Read more...] about Everything You Need To Know About PPC Ad Extensions
AdWords Dynamic Remarketing – Oh The Possibilities
It’s no secret that I’m a huge fan of AdWords Dynamic Remarketing as I’ve seen this type of campaign produce amazing results for my clients. The ability to showcase the products visitors viewed as they traverse Google’s Display Network is powerful. In trying to capitalize even further, I’ve put together a list of Dynamic Remarketing audience combinations I’d like to try. … [Read more...] about AdWords Dynamic Remarketing – Oh The Possibilities
How To Find eCommerce Success With Dynamic Search Ads
I’ve written about Dynamic Search Ads in the past. I told you about how you can set them up and gave some basic best practices for how to optimize them. When I wrote this article, I was only using them in one of my accounts that was basically a lead generation account. I was just using the “all pages” target while constantly adding negative keywords. This worked great, and I am … [Read more...] about How To Find eCommerce Success With Dynamic Search Ads
Be Even More Liked With This Guide: The Five Laws of Great Social Ads
PPC marketers aren't the only ones who are often tempted to conclude "if this strategy worked over here, it should work just as well over there," but we might be the ones who need to be most skeptical of that thought process. Our PPC ads are finely tuned, tested, and optimized marketing machines, and in the land of search engine marketing, we like to stick with a good thing … [Read more...] about Be Even More Liked With This Guide: The Five Laws of Great Social Ads
4 Examples to Refresh Your Ad Copy
With all the optimization work that goes into PPC, sometimes we lose sight of the actual ad copy. Even though it is the only thing the searcher sees, ad copy often stagnates as the ad testing plan winds down and the enthusiasm brought about by a new project subsides into the steady hum of routine tasks. This is especially true for long running tests with clear-cut winners. As … [Read more...] about 4 Examples to Refresh Your Ad Copy
How To Pitch YouTube Video Ads As A New PPC Initiative
PPC Hero’s February series will be focused on arming you, the PPC account manager, with all the necessary ammunition to make a strong argument for adding new focus areas in your paid search campaigns to your client. That client can be your direct supervisor or executives if you’re managing in-house, or a client in the traditional sense if you’re working in an agency on several … [Read more...] about How To Pitch YouTube Video Ads As A New PPC Initiative
Pleading the Case for Conversion Rate Optimization
PPC Hero’s February series will be focused on arming you, the PPC account manager, with all the necessary ammunition to make a strong argument for adding new focus areas in your paid search campaigns to your client. That client can be your direct supervisor or executives if you’re managing in-house, or a client in the traditional sense if you’re working in an agency on several … [Read more...] about Pleading the Case for Conversion Rate Optimization
Leads, Be Mine: How to Romance Your Target Audience [Webinar Recording]
Valentine's Day is here, love is in the air, and everyone is looking for new and old ways to make a lasting connection with the people they care about. For marketers, that means producing compelling, highly relevant messages that resonate with exactly the type of person we want to engage with our brand. For PPC marketers in particular, it means well-tested ad copy, audience … [Read more...] about Leads, Be Mine: How to Romance Your Target Audience [Webinar Recording]
Leads, Be Mine: How to Romance Your Target Audience
Valentine's Day is approaching, love is in the air, and everyone is looking for new and old ways to make a lasting connection with the people they care about. For marketers, that means producing compelling, highly relevant messages that resonate with exactly the type of person we want to engage with our brand. For PPC marketers in particular, it means well-tested ad copy, … [Read more...] about Leads, Be Mine: How to Romance Your Target Audience
Making the Most of the Dimensions Tab in AdWords
A new year means a new start, if you haven’t been utilizing the dimensions tab to date you have been missing out! The dimensions tab provides you with the opportunity to do a lot of top level analysis, moving away from just looking at your campaign and instead focusing on the target market who are seeing your ads. This data allows you to understand your target market and work … [Read more...] about Making the Most of the Dimensions Tab in AdWords