Managing paid search campaigns requires a mixture of science and art. The scale probably tips more toward the scientific elements when it comes to optimizing your performance. However, in order to create a successful, well-balanced campaign, you can't completely disregard either end of the spectrum. Here are some skills/traits that you need to manage your PPC campaign … [Read more...] about Managing Successful PPC Campaigns is a Science and an Art Form
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Use Google Trends to Gain Additional Insight into Your Client’s Search Traffic
When you inherit a PPC account from another search agency or account manager, there is always going to be that moment of head scratching as you try to figure out the "other guy's" process and strategy. The head scratching can quickly turn to head hitting once you begin to troubleshoot the performance history of the account. But before you jump to any conclusions, you … [Read more...] about Use Google Trends to Gain Additional Insight into Your Client’s Search Traffic
Upload Your Account Structure to adCenter Quickly and Easily
Creating a smart account structure helps keep your keywords organized, saves you time, and helps improve your quality scores with Google. If Google AdWords can see that your keywords are in highly targeted ad groups with well-written and highly targeted ad texts, you'll likely get a great quality score, which helps you rank higher in Google but pay less. Once you have … [Read more...] about Upload Your Account Structure to adCenter Quickly and Easily
Save Time and Effort with AdWords Editor and MSN Desktop
Time is something PPC managers just can't seem to get enough of. Therefore, when you inherit a PPC account and it's in need of major restructuring, turn to Google's AdWords Editor and MSN Desktop to make changes quickly. Google's AdWords Editor and MSN Desktop are free desktop applications that will make your PPC management a breeze. With these two applications, you can … [Read more...] about Save Time and Effort with AdWords Editor and MSN Desktop
Ongoing Management and Optimization
Create a Long-term Plan for Optimization and Expansion of the Account There are two main tactics to employ when inheriting a PPC account: optimization and expansion. These two tactics are equally important to taking a PPC campaign to the next level, but they should be approached separately because they have different intentions. In this two-step process, optimization … [Read more...] about Ongoing Management and Optimization
5 Tips to Managing Compliance Teams in Your PPC Accounts
Several of our clients have compliance teams that must approve each and every word the company uses to promote its services and/or products. According to Wikipedia, compliance is defined as: "the goal that corporations or public agencies aspire to in their efforts to ensure that personnel are aware of and take steps to comply with relevant laws and regulations." It’s quite a … [Read more...] about 5 Tips to Managing Compliance Teams in Your PPC Accounts
How Business.com Can Help You Reach Your Lead Goals
With all the talk about Google, Yahoo and MSN all the time, the little guys tend to get left out. By little guys, I mean second tier search engines like business.com, 7search.com, ask.com etc. I’m currently using Business.com for one of my clients and I’m getting decent results. It’s important for PPC advertisers to realize there is more to this world other than Google, … [Read more...] about How Business.com Can Help You Reach Your Lead Goals
PPC News Roundup for Friday 7/24/2009
The Yahoo Search Marketing blog wants you to get ready for the back-to-school season. One tip on getting prepared is to focus your keywords on your searchers, not the buyers. What??? Yes, they say that the kids are the ones typing in 'clothes for kids' or 'pc laptops', then they ask for the parents to go online and buy them. Another tip is to go for the long tail and write … [Read more...] about PPC News Roundup for Friday 7/24/2009
PPC News Roundup for Friday 7/17/2009
Wonder how much you should bid on that new keyword? Over at the Yahoo search marketing blog they'll tell you which numbers actually matter when determining your keyword bid. They go into cost-per-lead, return on advertising spend and profit. Brad Geddes talks about the new Google trademark policy and find Google is actually following their own rules. Brad goes over the new … [Read more...] about PPC News Roundup for Friday 7/17/2009
PPC News Roundup for Friday 7/10/2009
Semgeek posted about the possibility of PPC Ads in Movie Theatres. At first I thought how do you "Pay per Click" in a movie theatre? OK, so they don't mean actual PPC, but the post does have interesting things to say about geo-targeting and marketing in general. Still think you can make thousands of dollars a week working from home for Google? Hate to break it to you, but it's … [Read more...] about PPC News Roundup for Friday 7/10/2009
PPC Blog News Roundup for Friday 6/12/2009
Who said PPC isn’t good for branding? A study from eMarketer found that Senior-level Marketing Executives don’t see PPC as a good branding initiative. This response from Post-Click Marketing proves that you throw away a lot of money if you don’t consider branding through PPC campaigns. Anyone seen the Opportunities tab in Google AdWords? The folks over at the AdWords … [Read more...] about PPC Blog News Roundup for Friday 6/12/2009
Geo-Qualifiers In Your Keywords and Ads Can Give Your Local PPC A Boost!
The key to a successful online marketing campaign is to always, always think the way your potential customer thinks. Armed with that perspective, you must build a keyword list to take advantage of these hypothesized search habits. You must test ad creative that speaks to these customers. And you must follow the numbers as you expand and contract your keyword list and adjust … [Read more...] about Geo-Qualifiers In Your Keywords and Ads Can Give Your Local PPC A Boost!
