Frequently running search query reports and refining your keyword exclusions is a great way to cut down on traffic that simply spends your money without achieving results. A negative keyword, if you need a refresher, is a term that can be added as a broad, phrase, or exact match to filter out “bad” traffic. Your ad won’t show when a searcher types in a query with the keyword … [Read more...] about Using Negative Keyword Lists
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Google vs. Bing: Targeting Features
This is the part 1 of a 2-part blog post comparing targeting features in AdWords and adCenter. The first post focuses on Language and Location targeting. Part two will cover targeting by Device, Time of Day/Day of Week, and Demographics. Batman vs. Joker, Red Sox vs. Yankees, Wile E. Coyote vs. Roadrunner, Google vs. Bing: just a few of the greatest rivalries of our time. In … [Read more...] about Google vs. Bing: Targeting Features
Case Study: Bid Changes
As a PPC account manager, I have the pleasure of new and exciting challenges with each new client I take on. Recently, I took on a client that was the pace setter for their PPC industry. What I mean by pace setter, is that their average ad position was 1.1 for their primary search terms. While I’ve certainly taken some keywords to top position as a strategy, I had never run … [Read more...] about Case Study: Bid Changes
Statistical Validity Is Leading You Astray
Sometimes, the idea of testing in PPC accounts can get a little dicey. What can you test? What makes for a valid test? Is a significant test always valid? What “untestable” factors might influence performance? To most positively affect the return your tests will offer, it’s important to both plan your tests carefully and to understand the various interactions of factors beyond … [Read more...] about Statistical Validity Is Leading You Astray
The What, Why, and How on Low Search Volume Keywords
Whether you are starting up a new AdWords campaign, expanding on a current campaign using PPC Hero’s keyword research best practices, practicing a long-tail keyword strategy, or working on a B2B account, I think we can safely assume Google has branded some of your best keyword phrases with the low search volume keyword status. Alas, all of the hard work put into a targeted, … [Read more...] about The What, Why, and How on Low Search Volume Keywords
The End of Behavioral Marketing?
For a while now, behavioral marketing has been under the intense scrutiny of several internet watchdog groups, as well as the Federal Trade Commission, in regards to heightened concern over privacy laws. And recently, this criticism has intensified, leading to many new proposed ideas as to stop advertising platforms from accessing computer browser history in order to more … [Read more...] about The End of Behavioral Marketing?
Case Study: Refining Mobile Campaigns
Last month, our team compiled a review of PPC in 2010 and what we expect this year. Mobile marketing is definitely something we couldn’t overlook. Over 80% of the US population currently carries mobile phones (according to Punchkick Interactive), and Google’s mobile searches increased fivefold in the last two years. If you haven’t considered launching a mobile campaign for your … [Read more...] about Case Study: Refining Mobile Campaigns
Our Greatest Hits For December 2010
The page views have spoken! Below we have gathered PPC Hero’s four most visited, and hopefully most valuable articles from December. Whether you’re a new or long-time subscriber, you may have missed these insightful and helpful PPC management tips. For the second month in a row, Jen has taken first place! This time, her post discusses how to utilize Google's product … [Read more...] about Our Greatest Hits For December 2010
How-To for Google Display Conversion Optimizer Setting
I love how Google Adwords continues to change to provide additional tools and settings to help optimize my accounts. While there are times I get frustrated with the content change (still not happy about the disappearance of all of the reports on the reports tab), overall Google has a lot of helpful tools and features not offered by the other search engines. One somewhat recent … [Read more...] about How-To for Google Display Conversion Optimizer Setting
Hanapin is Hiring! – Looking for Account Managers
Hang out with people who understand the web, work with some of the best companies nationwide, and spend your days where your talents and intelligence are appreciated and make a difference! Hanapin Marketing is now hiring, and we’re looking for talented people who love search engine marketing. Applications are due Monday, January 17, 2011 by 5 p.m.– so get started on that cover … [Read more...] about Hanapin is Hiring! – Looking for Account Managers
Case Study: Improving Low Quality Score Accounts
Do you remember playing the game Telephone as a child? One person whispers a sentence into the ear of the person next to them, who whispers it to the person next to them and so on down the line, while trying to retain as much information of the message as possible. Inevitably, by the time the last person spoke the sentence aloud it barely resembled the original. I felt like … [Read more...] about Case Study: Improving Low Quality Score Accounts
Google Ads for Global Advertisers
One of the more cliché statements about the internet is that it can extend your reach as a business, either around the corner or around the world. But as most of you know, it really isn’t that simple. Don’t get me wrong—advertising your business online is one of the best ways to reach new customers and discover new areas for expansion. But there are definite hurdles in the way. … [Read more...] about Google Ads for Global Advertisers