We've now entered the last quarter of the year – you know, the one packed with all the holidays and shopping days? It's time to start thinking about and planning seasonal campaigns for clients. Some obvious – and not-so-obvious – dates to mark on your calendar should help get you started. New reporting features are always welcome, especially from Yahoo. Their new Ad Delivery … [Read more...] about PPC Hero News Roundup for Friday 9/11/09
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PPC Hero Landing Page Optimization Podcast – Business Plan Pro
Today's PPC Hero Landing Page Optimization Podcast will focus on the Business Plan Pro PPC Landing Page, submitted by Nicole. Nicole said in her submission that this page was a redesign of BusinessPlanPro.com. In the initial testing phase, the new page did about 10% better in conversions. However, after implementation the new page showed an overall decrease in conversions, so … [Read more...] about PPC Hero Landing Page Optimization Podcast – Business Plan Pro
Managing Successful PPC Campaigns is a Science and an Art Form
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
PPC Hero News Roundup for Friday 9/4/2009
If you want successful PPC ads, you have to do much more than just insert calls-to-action and hope visitors will respond. Great ad-writing is all about the language - understanding the language of your customers and enforcing the bond between ad and landing page. Are PPC marketers sneaky bastards? You bet! Just kidding. Actually, Greg over at SEM Geek has interesting take on … [Read more...] about PPC Hero News Roundup for Friday 9/4/2009
5 “Hidden” Things that May Be Hurting Your PPC Account
There is so much going on within any PPC campaign that it can be difficult to keep track of all the moving pieces. You can be a proactive PPC manager but there could be elements of your account that may be quietly hindering your performance. Actually, when an account is performing well, this is when you need to be most vigilant in searching for these "quiet killers" because … [Read more...] about 5 “Hidden” Things that May Be Hurting Your PPC Account
Adding Testimonials to Your PPC Ads Can Help Increase Click-Through Rates
One of my larger clients is a resort/casino here in Indiana. The resort truly is beautiful, but there have been many other resorts/casinos popping up in the Indianapolis area making for some good competition. I typically like to include as many benefits in my PPC ad texts as possible. Whether a client is offering free shipping, or free returns, or even free estimates/quotes, … [Read more...] about Adding Testimonials to Your PPC Ads Can Help Increase Click-Through Rates
What You Need to Know About PPC Keyword Match Types
Using match types allows you to set up certain keywords in a way that will help you control who sees your ad. We recommend using all three of the main match types when you first activate your new PPC campaign so you can maximize your exposure and learn which match type will give you the best results. Later on you can determine which match type is most effective and pause … [Read more...] about What You Need to Know About PPC Keyword Match Types
How to Set Up Proper PPC and Analytics Tracking
Whether you're starting a PPC account from scratch or inheriting a large account from another agency or manager, the story should start pretty much the same. "Once upon a time in PPC land, I opened a Google Analytics account and double-checked that all of my traffic and conversion tracking was implemented correctly." Maybe this process isn't a fairy tale, but ensuring you … [Read more...] about How to Set Up Proper PPC and Analytics Tracking
How to Gain Access to a Pre-existing PPC Campaign
There may be times when one inherits a client from a search engine marketing firm but, despite many best efforts, the firm will not provide access to the client's existing PPC account. According to Google's terms and conditions, however, if you can answer a series of security questions about the AdWords account, Google will grant you administrative access. If your … [Read more...] about How to Gain Access to a Pre-existing PPC Campaign
How to Manage and Optimize Second-tier PPC Search Engines
Within this document, and on our blog, we focus mainly on Google AdWords and Microsoft adCenter. This is because these search engines own the lion's share of the search industry. However, second-tier search engines can generate supplemental traffic, leads, and revenue if they are managed and monitored properly. Each second-tier PPC search engine has a unique user … [Read more...] about How to Manage and Optimize Second-tier PPC Search Engines
Inheriting PPC Accounts: How to Efficiently Transition Ownership and Successfully Optimize a Large PPC Account
Until now, there was no roadmap to help individuals and search engine marketing (SEM) firms successfully inherit and optimize a large-scale pay-per-click (PPC) account. Numerous publications have surfaced about creating PPC campaigns from scratch, but inheriting and enhancing a pre-existing account requires an entirely different skill set. Optimizing a pre-existing PPC … [Read more...] about Inheriting PPC Accounts: How to Efficiently Transition Ownership and Successfully Optimize a Large PPC Account
PPC Hero News Roundup for Friday 8/28/2009
In this economy, you definitely need to be smart about the way you spend your budgets for your PPC accounts – but there can be obstacles. In this post from Search Engine Land, Josh Weller examines 9 problems with paid search and the tactics that can be used to solve them. The Rimm-Kaufman group conducted a small study considering the impact of geographic demographics on search … [Read more...] about PPC Hero News Roundup for Friday 8/28/2009