There have been many debates recently in our agency and here on PPC Hero over match type segmentation. It’s not surprising that people get heated when hearing that their way isn’t best. I suggest that every Account Manager should do what they feel works best, but there are many factors to consider when deciding the best option. There is often a good reason that advertisers … [Read more...] about The Argument For Match Type Segmentation
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The Real Impact of AdWords Close Variant Changes
Last week AdWords announced it would be removing the option to select whether we include or exclude close variants in our campaign settings. The justification is that those typing in search queries aren't perfect spellers. The intent behind a misspelled and correctly spelled keyword is the same. This is the same logic Google uses to tell us Tablet and Desktop are the same thing … [Read more...] about The Real Impact of AdWords Close Variant Changes
Write and Schedule Your Holiday Ads Now – Save Time Later
Two of the most underutilized but effective AdWords features are labels and ad scheduling. What makes these features especially tremendous is their usefulness for writing holiday ads in July, and then scheduling for Q4. The holiday season is busy enough for PPC Specialists. Save yourself the stress of time-sensitive tasks by writing and scheduling your ads now. Writing … [Read more...] about Write and Schedule Your Holiday Ads Now – Save Time Later
8 PPC Hacks You Should Be Using
Let’s face it: we could all use a little help. Today, I’m showcasing 8 PPC hacks that can help your campaigns flourish. You may know of a few of these already, but even if just one is new to you—you could really rake in the benefits! Ad Hacks Using Dynamic Keyword Insertion (DKI) or Dynamic Search Ads (DSA) will give you extra character space While the official limit on … [Read more...] about 8 PPC Hacks You Should Be Using
Excel PPC Heat Mapping 101
Spreadsheets are hard. For the uninitiated, diving in to an AdWords or Bing-generated Excel file can be an incredibly daunting task. With the number of potential rows and columns in play, you might have to dig through hundreds, thousands, or even millions of cells to find actionable insights in these reports. I mean, you can... but why would you want to? There's an easier way … [Read more...] about Excel PPC Heat Mapping 101
Time is Money: PPC Shortcuts For The Busy Account Manager
I’ve found that people who work in PPC love to work efficiently. We love creative problem solving, but aren’t always particularly fond of spending time doing the more nitty gritty tasks that come along with the job. Time wasting is not for us. Anything that can save us a few minutes so we can get back to higher level strategy and other tasks for our accounts is greeted with … [Read more...] about Time is Money: PPC Shortcuts For The Busy Account Manager
Dynamic Data and Presentation Pizzazz With Excel PowerMap
When it comes to analyzing and optimizing search advertising campaigns, Microsoft Excel is one of the most powerful tools available, and can be found pinned to just about every search marketer’s taskbar or even home screen. When it comes to visualizing certain complex datasets, however, traditional Excel displays such as graphs, conditional formatting tricks and even pivot … [Read more...] about Dynamic Data and Presentation Pizzazz With Excel PowerMap
Step Inside AdWords’ Latest Updates with UI Tools, App Ads, and More
For the last week, speculation has run wild through the PPC industry about the contents of the April 22nd "Step Inside AdWords" presentation. Today, Jerry Dischler, Paul Feng and the Google AdWords team put our fears to rest by announcing several new updates to the advertising platform. Updates that, on the whole, didn't live up to the hype. First and foremost: we still have … [Read more...] about Step Inside AdWords’ Latest Updates with UI Tools, App Ads, and More
Transcript: Our AdWords Announcement Liveblog – App Ads, Estimated Conversions, and Buzzword Bingo
Join us today at 11:45 AM EST for coverage of Google's AdWords event. In the event announcement, the AdWords team promised to unveil over 10 new products, features, and research studies that have been in the works over the last year. In particular, they stressed the user (and advertiser) multi-screen experience, in-app advertising, and targeting improvements that "let … [Read more...] about Transcript: Our AdWords Announcement Liveblog – App Ads, Estimated Conversions, and Buzzword Bingo
Do Long-Tail Keywords Matter in PPC?
One of the trickiest decisions in building out new campaigns in your account is how in depth you need to get with your keyword build out. On the one hand, building out every conceivable search term into its own exact match ad group seems like the best way to ensure maximum coverage. On the other hand, focusing your time and effort into making sure your head terms are well … [Read more...] about Do Long-Tail Keywords Matter in PPC?
Labels In The AdWords Editor! Is It But A Dream?
For January’s series post we are taking a look at our PPC wishlists. What tools do we all wish we had available to make our lives that much easier? Where do our chief frustrations stem from and what band-aid solutions are we using to fix them? If only life could be as simple as those days of the Jetsons where you press a single button and everything is ready just the way you … [Read more...] about Labels In The AdWords Editor! Is It But A Dream?
Bring The Hammer Down on Inefficient Spend With Dimension Analysis
As search advertising marketers, a big part of our job is finding and controlling inefficient ad spend. John Wanamaker put it quite simply when he said “half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” The good news is that this isn’t the 19th century and we do have the tools to reveal where our ad spend is being wasted. Now, we all … [Read more...] about Bring The Hammer Down on Inefficient Spend With Dimension Analysis
