I currently manage ads in 6 continents across 32 countries with ad copy spanning 5 different languages. I speak one language. Well, to be fair, I speak more than just one language. Years of Spanish class has led to the proficiency of a "soon-to-graduate higher schooler with senioritis." Furthermore, my PPC international experience has given me a pretty strong pulse of the … [Read more...] about 5 Lessons Learned From Running International PPC Accounts
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Isolate Your Competition’s Weaknesses To Strengthen Your PPC Efforts
Competition is literally the foundation of our industry. If it were not for the strategy behind competing in the auction, machines would be more than capable of carrying the duties of PPC and the world would have less PPC unicorns. It’s safe to say that most of us are, at the very least, aware of who our competitors are, but are you watching them and studying them? Do you … [Read more...] about Isolate Your Competition’s Weaknesses To Strengthen Your PPC Efforts
Always Remain Congruent In Your PPC Efforts
All clients are different and value specific metrics more than others. One of the metrics I hear about the most is conversions. As a paid search marketer, I spend my time driving traffic to our desired landing pages, but I can’t force the user to convert. That’s when I go to our trusty CRO department and ask if we can work together to try and get our conversion rate up. Our … [Read more...] about Always Remain Congruent In Your PPC Efforts
New PPC Account Analysis For Beginners
Looking at an account that is unfamiliar to you can be daunting. There are many things to look at and so many reports to pull. How do you know what’s most important? This post will go through some of the common reports/analysis to pull when inheriting an account. Account Health Checkup / Learn The Lay Of The Land KPIs Key performance indicators (KPIs) are what your client … [Read more...] about New PPC Account Analysis For Beginners
5 Tips For The Travel PPC Marketer
If you missed it, last week we presented a two-part webinar series around the Travel Industry. Part one was a case study on how we increased ROAS by 50% over the course of a few months by implementing Gmail Ads. The second part focused on the travel industry as a whole and 5 tips that every travel marketer should know. If you missed them, never fear, they can be found … [Read more...] about 5 Tips For The Travel PPC Marketer
How To Leverage PPC For Your B2B Accounts
PPC marketing is a channel that has a great track record of helping businesses reach their goals, whether it is additional sales, leads, or other actions. However, if you’ve ever tried to tackle B2B PPC marketing, you probably know that it’s a totally different game than B2C. It presents challenges in finding the right audience and getting them to complete an action that … [Read more...] about How To Leverage PPC For Your B2B Accounts
How To Go From Google ETAs To Bing ETAs
Just a few short months ago, Google announced expanded text ads. At first, there was a little panic in the advertising world. But now that it is rolled out to everyone, marketers are jumping on board and realizing the new norm. Now that expanded text ads have been fully released to all AdWords accounts and the initial shock is over, what now? Bing! Shortly after Google … [Read more...] about How To Go From Google ETAs To Bing ETAs
How To Utilize Excel Data Tables For Better Projections
We’ve all been in a situation where we needed to see the results of an equation based on a range of values. Maybe it was “what if we spent X amount or Y amount” or “what are the potential impacts of another ad test?” Calculating by hand is slow and cumbersome. Thankfully, data tables allow you to quickly compare values and run calculations multiple times. Rather than … [Read more...] about How To Utilize Excel Data Tables For Better Projections
The Art Of Paid Search Promotional Copy
Most businesses have a love/hate relationship with promotions. Often a promotion implies that you as the seller are offering some good or service at a more convenient rate for the buyer, even if it causes you a dip in profit. Whether it’s a discount on the cost of your product, perhaps a free trial, or simply a package deal on your usual offer, promos mean 2 things: … [Read more...] about The Art Of Paid Search Promotional Copy
How Dynamic Keyword Insertion Helped Increase Impression Share By 36%
Ad creative is the talk of the PPC town. Especially with the release of Expanded Text Ads in AdWords and Bing, it just goes to show you that ads are one of, if not “the”, most important areas to make an impact on your PPC performance. One oldie but goodie type of ad creative that has stood the test of time for improving ad to keyword relevancy is Dynamic Keyword Insertion … [Read more...] about How Dynamic Keyword Insertion Helped Increase Impression Share By 36%
Treat Bing Like A Special And Unique Snowflake
When it comes to paid search there is simply no denying that Google is the big man on campus. For many clients, it represents the focal point of strategy while acting as the main driver of their digital marketing efforts. Despite this, savvy account managers do not shy away from capitalizing on the role players that compete within the search marketplace. Often times the … [Read more...] about Treat Bing Like A Special And Unique Snowflake
Don’t Be Afraid To Create Your Own Metrics To Judge Success
Return on ad spend (ROAS), cost per lead (CPL), and click-through rate (CTR) are some of the go-to metrics for clients in order to gauge paid search success. I'm sure there are more you can think of, but the majority of the statistics used to gauge success are already listed in the AdWords platform for you to visualize. What I am here to tell you is that there are other metrics … [Read more...] about Don’t Be Afraid To Create Your Own Metrics To Judge Success