For many Ecommerce businesses, AdWords shopping campaigns can make up a large share of PPC traffic, and often a significant proportion of overall revenue. The importance of these campaigns can sometimes provoke paralysis on the part of digital marketing managers; it’s easy to adopt the attitude of “if it’s not broke, don’t fix it” when the prospect of even a small dip in … [Read more...] about Why You Should Test Target ROAS Bidding for Shopping Campaigns
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The Lowdown on Display Select Keywords
When you think of keyword research or keyword optimizations, your mind automatically thinks about Paid Search. An underutilized way to use keywords is also to include keywords in your Display campaigns. This is called Display Select Keywords and they are an efficient way to expand targeting options on the Google Display Network (GDN) based on search intent and likely hood to … [Read more...] about The Lowdown on Display Select Keywords
LinkedIn Targeting – How to Create Targeted Audiences That Scale
LinkedIn has more than 430 million members... and there are about as many ways to target them on the platform (not really, but there are a lot of targeting options!). It’s easy to fall into the trap of heaping as many targeting layers as you can in order to sculpt that perfect audience of qualified people. But this ends up being an exercise in how to exclude as many people as … [Read more...] about LinkedIn Targeting – How to Create Targeted Audiences That Scale
Reasons to Not Use an Automated PPC Bidding Strategy
AdWords offers many fantastic automated PPC Bidding Strategies for your accounts and campaigns. In a previous article, I discussed When Flexible Bid Strategies Are Right For You. Recently, Krista Hsieh wrote an excellent article about Testing New Bidding Strategies Through AdWords Experiments. In this article, we are going to discuss reasons you might want to avoid using … [Read more...] about Reasons to Not Use an Automated PPC Bidding Strategy
Facebook Shutting Down Partner Categories: What These Changes Mean for Your Targeting Strategies
What Happened? Facebook announced on Wednesday, March 28 that it would begin deprecating its Partner Categories in an effort to "improve people's privacy on Facebook." This is likely one of several ways Facebook is responding to its recent Cambridge Analytica Scandal. While Partner Categories have typically had lackluster results overall for our accounts, there are certain … [Read more...] about Facebook Shutting Down Partner Categories: What These Changes Mean for Your Targeting Strategies
4 Ways to Efficiently Manage Account Downtime in PPC
While every PPC account is different, all accounts have weekly fluctuations in the time required to keep the account on track. We have all experienced this. One week, you are working overtime to launch a major initiative and optimize campaigns, but the next week your account is running flawlessly with little effort leaving you with a ton of downtime. Making effective use of … [Read more...] about 4 Ways to Efficiently Manage Account Downtime in PPC
Unleash the Algorithm: How to Make Facebook Lookalike Audiences Work for You
Facebook Lookalike Audiences have become an essential part of jump-starting, re-starting, and expanding any Facebook campaign. In this post, you will learn the why behind lookalike audiences: Why are they needed? Why do I need to use this black box of targeting? You will also learn how they can help your Facebook marketing efforts: How do you select your Custom Audience … [Read more...] about Unleash the Algorithm: How to Make Facebook Lookalike Audiences Work for You
Ultimate Guide to Paid Search Acronyms & Terminology
Whether you’re new to the game or a seasoned account manager, PPC terms and acronyms can be difficult to digest at times. The sheer volume of terms, acronyms and technicality is enough to make even the boldest of individuals cry. The folks here at PPC Hero believe it is important to provide our readers with as much information possible, so we’ve decided to compile a … [Read more...] about Ultimate Guide to Paid Search Acronyms & Terminology
Revisiting Quora: An Unexpected Success!
A few months ago, I wrote a basic guide on How To Setup A Campaign In Quora Ads. At the time the guide was written, our team was in the early phase of testing the various campaign and targeting options available within the platform. After a few months of testing and collecting data, I want to circle back and detail what targeting is working and what isn’t for our team in … [Read more...] about Revisiting Quora: An Unexpected Success!
PPC Chores: A Mid-Winter Cleaning
Spring cleaning. Every time Spring rolls around, all you hear is “it’s time for a little ‘spring cleaning’”. I don’t know about you, but when the weather finally does turn pleasant, I do not want to spend my time indoors cleaning. Which is why I am a huge fan of “Dead of Winter Cleaning”. A little elbow grease and organization now means you will be reaping the benefits by MLB’s … [Read more...] about PPC Chores: A Mid-Winter Cleaning
The Case For PPC Creative In Multiple Languages
For many advertisers, business boundaries extend far beyond the borders of their home country. Once leaving the safety of the primary market, it's likely that advertisers will need to explore multilingual account coverage. Many advertisers will attack this expansion opportunity by going one of two routes: Door #1: The "close enough" by running duplicated English campaigns … [Read more...] about The Case For PPC Creative In Multiple Languages
Breaking CRO Best Practices: You Can Do It!
In the world of expertise, where you focus on honing your skills in one facet of digital marketing, sometimes you’re required to perform outside of that facet. Digital marketing is an environment affected by a myriad of variables both controllable and erratic. We can be insanely brilliant PPC gurus but when it comes to optimizing the post-click experience CRO can become a … [Read more...] about Breaking CRO Best Practices: You Can Do It!