Every day Google is becoming smarter, and in turn making it easier for advertisers to more effectively reach their target audiences. Now, this could be viewed as another supposed step towards world dominance as referenced in jest in some of our roundups, or merely another great and easy way to more accurately and continually reach a solid base of potential customers. What I’m … [Read more...] about Google Is Not Creepy
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How Can I Make it Better? Part 5: Improving Ad Text
Today is the final installment of our “how can I make it Better?” series. If you haven’t been keeping up, our topics thus far have been on improving account structure, quality score, landing pages, click-through rate, and now today I’m finishing up with ad writing. I’m going to hog some glory here by claiming my section the most important but don’t tell Jen, Amy, Erin, or … [Read more...] about How Can I Make it Better? Part 5: Improving Ad Text
How Can I Make it Better? Part 4: Improving Click-Through Rate
In the last couple of weeks on PPC Hero, we have been writing a series of posts themed, “how can I make it better?” Jen started the series with tips on improving your account structure. Amy then gave readers 6 steps to raise quality score, while Erin recently posted tips on improving poor landing pages. Today, I am going to continue the series with tips on how to improve the … [Read more...] about How Can I Make it Better? Part 4: Improving Click-Through Rate
Identifying & Improving Poor Landing Pages
The last few weeks we have been tackling basic PPC principles, looking at “how can I make it better?” with some general best practices and tips. We have looked at account structure tips and steps to improve your quality score as these are two fundamentals to any PPC campaign. I have also previously covered landing page best practices to make sure that the traffic you are … [Read more...] about Identifying & Improving Poor Landing Pages
6 Steps To Raise Your Quality Score
Quality score is a vital component of your pay-per-click account because it influences ad position and keywords’ minimum bid. What is the quality score's purpose? Google assigns a quality score to ensure that it only shows relevant ads to users. Think of it this way, Google makes money off of the ads that it shows to the users. Google is by far the most popular search engine … [Read more...] about 6 Steps To Raise Your Quality Score
Account Structure Set Up and Best Practices
Below is a break down of how PPC accounts are usually organized. They begin with campaigns, which are then broken down into ad groups. Each ad group has a specific, targeted set of keywords, and each ad group contains ad texts (preferably 2 or 3) that are relevant to the keywords in that ad group. If you are looking at your PPC account and wondering “How can I make it … [Read more...] about Account Structure Set Up and Best Practices
Too Much of A Good Thing: Dealing With Duplicate Keywords
Let’s face it: PPC management is an ever-changing business. Managers and agencies come and go, accounts expand and shrink, and before you know it seven different people have had a hand in the evolution of an account. How many of the accounts that you currently manage did you begin? How many of your little PPC babies, whose campaigns and ad groups and keywords you lovingly … [Read more...] about Too Much of A Good Thing: Dealing With Duplicate Keywords
Our Greatest Hits for August 2010
The page views have spoken! Below we have gathered PPC Hero’s four most visited, and hopefully most valuable articles from April. Whether you’re a new or long-time subscriber, you may have missed these insightful and helpful PPC management tips. Jen holds the honor for writing our most trafficked blog in the month of August. In her post, Jen tells you everything you need to … [Read more...] about Our Greatest Hits for August 2010
Yahoo! and Microsoft Search Alliance Guide
We all know it’s coming. Some of us are excited while some of us wish it weren’t so. It’s certainly the biggest news in PPC marketing since…I dunno…AdWords? It’s tough to finally say it, but Yahoo and Bing are combining in, what they’re calling, “the Yahoo! And Microsoft Search Alliance.” I guess that wasn’t as scary as I thought. As they say, admitting is the first step. The … [Read more...] about Yahoo! and Microsoft Search Alliance Guide
Are Your Ads Dynamic?
As the Bing/Yahoo merger nears, I thought it might be beneficial to talk about Bing. If you are anything like us here at Hanapin, you have been working for the past two months (if not more) to make sure all of your ducks are in a row before the merger takes place. Its not that Bing didn’t matter before, it did, but now it matters more. In order to prepare for the traffic … [Read more...] about Are Your Ads Dynamic?
What Your Text Ads Say About You
PPC ads are like a first impression for your company or product. How you do want to come across – cheap, smart, desperate? A potential customer sees your ads first and if they are interested beyond the “hand-shake”, will click to find out more. Going along with this analogy, your landing page could then be called the first date – the customer has expressed some interest but … [Read more...] about What Your Text Ads Say About You
Align your bids with your CPA within 5 minutes using AdWords Editor and Excel
That’s right, changing your bids isn’t something you want to spend a lot of time on, and if your goal is to reach a certain CPA (or CPL, CPS, CPO, etc.) it doesn’t have to take you much more than a couple of minutes, even for large accounts. But before giving you the theory and step by step instructions, there are a few things we should agree on about the kind of bid … [Read more...] about Align your bids with your CPA within 5 minutes using AdWords Editor and Excel
