Earlier this year when Amazon, Apple, Facebook and Google attended an antitrust hearing, a ton of transparency concerns that were bubbling came to the surface. It was thought to be just a small part of a larger series of antitrust investigations, but with miscommunication and updates affecting the visibility of search terms, we’ve since questioned whether or not Google is … [Read more...] about The Ethical Implications Of PPC Advertising & How To Overcome Them
Search Results for: PPC
Taking a PPC holiday: how to take a break from your ads without disaster
Sometimes the world can be overwhelming – this year, in particular, has taught us all that. We recognise the need to take a step back from work, relax and readjust, and come back feeling refreshed. But if you run PPC campaigns single-handedly, how can you do that without everything you’ve worked hard for crashing down around you? I think you deserve a break, so here are my … [Read more...] about Taking a PPC holiday: how to take a break from your ads without disaster
The Holiday Landscape for Travel: Make Every PPC Dollar Count
In May of 2020 I discussed the need to relaunch PPC for the travel industry and in September of this year I discussed how the industry has changed and how PPC strategy needs to pivot accordingly. As we enter the holiday season, the busiest travel time of the year pre-COVID, the travel industry continues to evolve - and struggle. More people are searching and in the end, more … [Read more...] about The Holiday Landscape for Travel: Make Every PPC Dollar Count
Common PPC Reporting Pitfalls
Utter the word “reporting” in a group of PPCers and you’ll likely hear some groans of frustration. On the surface, it should be an easy task. You think to yourself “sweet, let’s throw some tables and graphs in a Data Studio report and call it a day.” But as you start to piece together metrics, dimensions and goals from different platforms, campaign types, brands, etc. you … [Read more...] about Common PPC Reporting Pitfalls
Developing a PPC Analyst Mindset
Over the years I’ve learned that being a PPC analyst means being in a state of constant learning and adaptation. You are often asked to solve a wide variety of problems from technical troubleshooting to complex data analysis. The skills and abilities to meet these needs are varied and you often don’t possess everything you need to solve the problem immediately. This can lead to … [Read more...] about Developing a PPC Analyst Mindset
Beginner PPC Optimization Tips for Ecommerce Brands
I am not a big fan of the fact that marketing by eCommerce startups seems restricted to arbitraging between pay per click (PPC) expense and conversion profits. Certainly, eCommerce marketing should be broader than simply purchasing traffic. Even if that’s not the case for your brand, (you are more reliant on other marketing channels, like organic social … [Read more...] about Beginner PPC Optimization Tips for Ecommerce Brands
PPC Account Transitions: 4 Parts Of A Smooth Handoff
Whether you are leaving your job or just transitioning to another role in your company, having a solid transition plan determines whether a transition goes smoothly or becomes a complete train-wreck, leaving your team confused and annoyed. If you’re like most of us, you don’t want the latter to happen, so you better keep reading to find out how to make your transition effective … [Read more...] about PPC Account Transitions: 4 Parts Of A Smooth Handoff
The Travel Industry Landscape in 2020: How PPC Strategy Evolves
May of 2020 brought a surge in travel searches, forcing the travel industry to reevaluate going dark, or staying dark, as the pandemic raged on. As I wrote in my blog, Travel Searches Are Surging: Time To Relaunch PPC in May, a mixture of restlessness, hope, and business needs led to an increase in travel-related searches over the month of April. As the pandemic has continued, … [Read more...] about The Travel Industry Landscape in 2020: How PPC Strategy Evolves
PPC Naming Conventions Guide [New Resource]
We are releasing a new, free resource: The Complete Guide To PPC Naming Conventions. Below is a quick summary of its contents. In this guide, PPC Hero author Vasco Vasconcelos covers: What to consider to add to your naming convention before launching new campaignsWhat is a parameter, a field, a separator, and an anchorGuidelines and best practicesBasic structure for you … [Read more...] about PPC Naming Conventions Guide [New Resource]
The Complete Guide To PPC Naming Conventions
Naming Conventions is by far my biggest pet peeve as a digital marketer. There is nothing worse than working with an existing structure that is confusing, disorganized, and underperforming because of it. Naming conventions is an important topic, especially in big accounts or if you are running cross-channel campaigns because it lays the foundation of how your reports and … [Read more...] about The Complete Guide To PPC Naming Conventions
The Makeup Of An Effective PPC Report
If you do PPC, the odds are that you probably look at a million reports a day. You might look at reports from each channel interface, competitor reports, or big picture overall performance reports. A good report allows you to aggregate all of the important data, visualize performance in an easily digestible way, and draw insights that help you determine your strategy based on … [Read more...] about The Makeup Of An Effective PPC Report
What are PPC KPIs and how do you choose them?
When I was new to paid search I kept hearing about KPIs and whether or not they were being met. However, I don’t recall someone sitting down and talking me through the process of picking out KPI’s for each campaign objective. KPI’s are often briefly discussed when creating strategies while tactics are more heavily prioritized. The opposite should be true. KPI’s should … [Read more...] about What are PPC KPIs and how do you choose them?
