Search Results for: PPC

Simply put, the search and display networks are completely different beasts and need to be treated as such. It will save you a lot of time and headache to separate these two networks, even if they are lumped together when you inherit the account. To quickly recap, the search network refers to ads that display based on keywords entered directly into a search engine. You … [Read more...] about Separating Your Search and Display Networks within AdWords

Once you have gained a working knowledge of the historical performance of the campaign, you can prioritize your action plan. When you inherit a PPC account, you need to prioritize the changes you are planning so that you will make the most progress at the fastest pace possible. Initially, you will want to make a series of swift adjustments that will quickly improve the … [Read more...] about Prioritize Your Plan of Action and Make the Biggest Progress at the Fastest Pace

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

The following steps will help you make progress, fast and without headaches (though they likely will come later).The most important word here is fast. These tips will give you a quick start to turning around the campaign you have inherited, without having to invest much time. Start with these tips and then move on to our other recommendations. Review Your Account … [Read more...] about Make Quick Progress by Reviewing Your Account Settings

So you inherited a PPC account. You took charge of things, won the client over, and planned and executed your account-wide optimization. Things should be going swimmingly, but suddenly you realize that the account isn't performing as you had planned, and worse yet, you aren't reaching your goals. What do you do? First of all-DON'T PANIC! Take a deep breath and allow … [Read more...] about Learn What to Do When Your Account Optimization Doesn’t Work as Planned

Best Practices for Transferring PPC Accounts between Managers You want the transfer of the PPC accounts to go as smoothly as possible. Therefore, you need to acquire the necessary account information from the previous manager in a courteous and professional manner. The client may already have all of the information you need, but you still may need to contact the previous … [Read more...] about Inheriting the Account

One of the first instincts when inheriting a PPC account is to start making changes immediately in order to start making progress. The spirit of this instinct is great, but you need to be aware of how changes within your account can potentially harm its performance if done incorrectly and without caution. The effects of making rash changes to a PPC account are the most … [Read more...] about How to Make Large Changes without Negatively Affecting Your AdWords Quality Score

To create a winning account structure, once you have all of your keywords, break them out into "silos." Silos are specific categories that are highly targeted to a specific page on your site or category of your site. Once you have broken up your keywords into silos, break the keywords up even further according to the buying cycle. That is, group your keywords into ad … [Read more...] about How to Streamline and Optimize Your Account Structure

Understanding performance history is critical to making the future of the account successful. If you inherit a PPC account from another management firm or another company, it's important to begin running reports and gathering important data on key metrics you will be measuring. Here are the key metrics that are important in every PPC campaign. This is a good checklist that … [Read more...] about Grasp the History of an Account by Reviewing a Few Key Metrics

There is a series of steps you need to complete to quickly review your new client's landing pages and website. The purpose of this review is to make sure that all of the lead/sales tracking measurements are in place and that data is being tracked correctly. Review analytics tracking code: You would be surprised at how many companies are not running analytics on their … [Read more...] about Get to Know Your Client’s Website and Landing Pages Quickly

Another extremely important tactic to successfully inheriting and optimizing a PPC account is to build a negative keyword list. Having a comprehensive negative keyword list can significantly improve not only your CTR but also your conversion rate. Below you will find a list of resources that we use to build a robust negative keyword list: Search Query Report Run a Search … [Read more...] about Four Quick Ways to Expand Your Negative Keyword List