I recently had a situation arise that made me take a look at quality score beyond the keyword level. I needed to understand what changes at different levels could actually do to affect the performance of my account as a whole, beyond the mere assumption that everything will have an effect on everything. The need for this understanding stemmed from having campaigns within an … [Read more...] about Account Level Quality Score: What about it?
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AdWords Ad Extensions: An Overview
If you’re not leveraging Google’s expanded ad formats, you may be missing out on valuable traffic and conversions. Especially for local businesses, businesses with several different products or services with their own landing pages, and e-commerce businesses, these extensions can add significant relevance (and likely value) to the relationship between a searcher and your ads. … [Read more...] about AdWords Ad Extensions: An Overview
Analyzing Your PPC Account
It’s the beginning of the month, what better to do than take a look at your account’s historical data. Before creating an account plan for the month, I like to create a month to month comparison, so that I know what worked better in previous months, as well as the same month in the past year. By doing so, I can also see what has changed (such as position or bid) and try to … [Read more...] about Analyzing Your PPC Account
PPC News Roundup for August 2, 2010
There is an update coming to the AdWords legal terms and agreements that you should be aware of. If you manage a different companies account or if you have hired someone to manage your account (most of you fall into these categories), this update applies to you. Moving forward, Google is telling us we have to share basic account information with our clients. You’ll be required … [Read more...] about PPC News Roundup for August 2, 2010
Effectively Using adCenter PPC Tools
After the announcement last week of The Yahoo! and Microsoft Search Alliance, I thought it would be helpful to take a look at the adCenter tools that are available, and how you can use them to help grow and optimize your accounts. Microsoft adCenter Desktop Tool As an avid user of the Adwords Editor, I was delighted when Microsoft launched their adCenter desktop tool. Sure, I … [Read more...] about Effectively Using adCenter PPC Tools
Expand Your Keyword List Smartly and Efficiently
Keyword research is an ongoing tactic that continuously helps increase the performance of your PPC account. When inheriting a new Google AdWords, Yahoo!, or MSN account, it's important to do a thorough scan of all the keywords in the account and begin researching what new keywords you could potentially add. There are various methods of doing additional keyword research … [Read more...] about Expand Your Keyword List Smartly and Efficiently
Enhance Your PPC Conversion Rate by Reviewing Your Conversion Funnel
The reasons a user will abandon your conversion/sales funnel are endless, unfortunately. Today, I'll explore one case where not only did our online leads decrease but offline leads (phone calls) decreased too. And I had to find out what was going on and some possible solutions. I am working with a client who sells high-end, custom office furniture. Over the past few weeks our … [Read more...] about Enhance Your PPC Conversion Rate by Reviewing Your Conversion Funnel
PPC Made Easy: Learn How Google’s AdWords Editor and Microsoft’s adCenter Desktop Can Simplify PPC Management
Our week-long series of PPC time saving tips is now in full swing! Today I'll be discussing how Google's AdWords Editor and Microsoft's adCenter Desktop can simplify your PPC management. Being the PPC geek that I am, when Google released Editor, I thought it was the best thing since sliced bread. While I'm comfortable using spreadsheets and manually creating campaigns with … [Read more...] about PPC Made Easy: Learn How Google’s AdWords Editor and Microsoft’s adCenter Desktop Can Simplify PPC Management
Let’s Take another Look at URL Tagging and Tracking PPC Campaigns via Google Analytics
The more we write here at PPC Hero, the more we learn about pay-per-click in general and the needs and wants of our readers. Of all the topics we've touched on over the past few years, the one that has remained most popular is the process for tracking PPC campaigns via Google Analytics. Previously we've written on how to properly tag your destination URLs for Yahoo! Search … [Read more...] about Let’s Take another Look at URL Tagging and Tracking PPC Campaigns via Google Analytics
What to Do When the Content Network Goes Haywire
I like Google's Content Network. We're pretty good friends. Over the past few years our relationship has grown to one of mutual respect. I set reasonable parameters and CPCs, the Content Network returns the favor with semi-to-mostly relevant traffic. Last week, this relationship turned sour. The dark underbelly of the Content Network showed itself in the form of an AWFUL … [Read more...] about What to Do When the Content Network Goes Haywire
Lessons Learned From SMN’s “Paid Seach for Big Sites, Big Brands” Webinar
Earlier this week, I sat in on Search Marketing Now's webinar, "Paid Search for Big Sites, Big Brands", by Chris Sherman, Executive Editor at Search Engine Land. The gist of the webinar was giving out tips and tricks on how to manage paid search efforts for large-scale companies. The webinar was thus geared towards in-house PPC efforts for these companies. That being said, … [Read more...] about Lessons Learned From SMN’s “Paid Seach for Big Sites, Big Brands” Webinar
30 Pay-Per-Click Definitions Every Advertiser Should Know: A PPC Terminology Glossary
A few weeks ago I sat in a session at the PPC Summit in Los Angeles. I realized that as the speakers were talking, they were using a lot of industry language that some PPC beginners may not understand. I then got the idea to write up a PPC language reference guide for anyone to use and reference in the future. This post is the first in our PPC Basics Blog Series! Adwords … [Read more...] about 30 Pay-Per-Click Definitions Every Advertiser Should Know: A PPC Terminology Glossary
