A good click-through rate is one of the most fundamentally important parts of any paid search account. It's the primary metric Google uses to judge us, determine our quality scores and set our cost-per-click (CPC) in the auction. However, loads of us still make the mistake of treating every click equally. We're taking a lazy approach with our ads and accepting aggregate data … [Read more...] about Why You’re Looking at CTR All Wrong
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Happy St. Patrick’s Day from PPC Hero!
Today is one of the best days of the year to enjoy the Irish classics, like corned beef and cabbage and a good Irish stout - Guiness anyone? We hope you get to enjoy all these favorites and that you're wearing green today (we don't want you to get pinched!). Above all, we hope you find that big pot of gold in your PPC accounts today. PPC Hero demonstrates below: Here's a … [Read more...] about Happy St. Patrick’s Day from PPC Hero!
The Three Top Level Metrics that Matter in Ad Testing
Some of the biggest impacts you will make in your accounts come through ad testing. Not only will you see major gains when you find the right ad, ad testing relatively easy to execute. All you have to do is upload two sets of ads, let them run side by side, and see which one performs better. Of course I’m neglecting to mention all the planning aspects in writing ad copy, … [Read more...] about The Three Top Level Metrics that Matter in Ad Testing
What Makes A Great PPC Bidding Strategy?
For this month’s series, we’re providing a little bit of perspective on the hectic events of 2013. As we've left Enhanced Campaigns pretty well covered this year, this week we’ll be dedicating our time to some of the other (non-Enhanced Campaigns) initiatives, tactics, strategies, and features that we used to excel in 2013 here at PPC Hero. ---------- When you boil paid … [Read more...] about What Makes A Great PPC Bidding Strategy?
Should Every PPC Expert Know CRO?
All accounts have their ups and downs. This week we’re all about how we troubleshoot the “downs,” offering the practical application of PPC know-how to solve major mysteries plaguing your account’s performance. Eric has already given a few tips on how to address the source of bad lead quality and Carrie looked into how you can expand your reach in a way that pays off! Today … [Read more...] about Should Every PPC Expert Know CRO?
Taming the Beast: Ad Testing for Large Accounts [Webinar]
Ad testing is an ever-changing part of the life of a PPC Hero. For a complex subject like this, there's always something new to learn, and to explore. It is helpful to know what to look for when comparing one ad directly to another, especially when dealing with larger accounts, and this week’s webinar will discuss just that. This week, Hanapin’s own Sam Owen joins Brad Geddes … [Read more...] about Taming the Beast: Ad Testing for Large Accounts [Webinar]
AdWords Cross-Device Estimates. Good or Bad?
Google announced yesterday the release of the new Estimated Total Conversions for search ads in AdWords. This first part of the release, cross-device conversion tracking, will help provide advertisers with estimates on how AdWords search performance influences conversions for businesses across multiple devices and eventually phone and in-store conversions. Google said this day … [Read more...] about AdWords Cross-Device Estimates. Good or Bad?
ACE Your Account – AdWords Experiments and You
Taking Advantage of AdWords Experiments AdWords Campaign Experiments (ACE) is a great but overlooked feature in AdWords. ACE allows you to test structural changes, bid changes, new keywords, or modify all sorts of things inside your campaigns. All you have to do it define the ratio of the split test, what you want to test, the length of the experiment, and AdWords takes care of … [Read more...] about ACE Your Account – AdWords Experiments and You
10 (okay, 11) Point Check List To Ensuring Ad Health
We all know that the ad is the gateway to the conversion. But how much time and thought are you really giving your ad copy? The answer I’m hoping for is: As much as it needs. That doesn't mean you need to spend days, hours, or even large chunks of your mental space creating ads for your clients. It does mean that you need to be mindful of how effectively you’re grabbing the … [Read more...] about 10 (okay, 11) Point Check List To Ensuring Ad Health
Ad Copy Clean Up – What to Get Rid of & What to Keep
The unending wisdom of Martha Stewart tells us that “there are few rites of spring more satisfying than the annual clean.” In that spirit, PPC Hero’s April series will cover some aspects of your accounts that are worth a good cleaning. Structure, ads, negatives and more will all be covered. I just recently took a couple of days to go through my own closets and drawers at … [Read more...] about Ad Copy Clean Up – What to Get Rid of & What to Keep
Make It Count! How To Avoid Common PPC Ad Testing Mistakes
One of our favourite talking points in the PPC industry when it comes to testing is deciding when we have enough data to judge our results accurately. On the face of it, this should be a fairly straightforward process, albeit with a little bit of maths involved, however it rarely seems to be as simple as it seems. For the past couple of weeks I've been working heavily on … [Read more...] about Make It Count! How To Avoid Common PPC Ad Testing Mistakes
Facebook’s New Conversion Tracking is Pretty Great
There is so much going on in the world of PPC lately that we're spending an entire week introducing the changes and letting you know how to make the most of them. It goes beyond Google's new "Enhanced Campaigns" feature to Facebook and Analytics. Over the next week, PPC Hero is going to take a look at each of these updates in a series of posts designed to get you ready for all … [Read more...] about Facebook’s New Conversion Tracking is Pretty Great
