An email lurched into my inbox. Have you ever noticed that some emails slip in, some slide in, some explode in, some bounce in... and some... lurch in. If you have an image in your mind of a walker stumbling towards Darryl, then you are approaching my metaphor. The email went something like this: "A guy from Google called our client about their AdWords account and he … [Read more...] about Is It Time for a PPC Management Quality Score?
Search Results for: account structure
7 Questions To Ask A Prospective Pay Per Click Agency
When it comes time to find a new pay-per-click agency, there are questions that need to be asked. More importantly, the prospective agency should give intelligent and insightful answers that instill confidence. Below are seven questions that should be asked with their ideal responses. 1) Can You Explain Your Keyword Research Process? Ideal Response: Extensive keyword … [Read more...] about 7 Questions To Ask A Prospective Pay Per Click Agency
The Ultimate Guide to Google Analytics – Part 1: Administration Settings and Configuration
Google Analytics Settings Google Analytics is vital to gaining business insights about your website. The most important takeaway is that your analytics can unquestionably lead your business to better decisions. Out of the box, Google Analytics is tremendously powerful. When you take the time and dedicate the business resources to the customization of Google Analytics the … [Read more...] about The Ultimate Guide to Google Analytics – Part 1: Administration Settings and Configuration
10 Reasons You Will Save Time and Money with DoubleClick Search
DoubleClick Search (DS3) is a powerful bid management tool that offers a cross channel view of your paid search campaigns. The platform will save you time and money, as it promotes integrated channel management. Most importantly, once you start using the tool you too will love the speed in which you can manage multiple paid search publisher accounts all in one place. Here … [Read more...] about 10 Reasons You Will Save Time and Money with DoubleClick Search
Reviewing Negative Keywords In Light of Recent Changes
With the recent AdWords close variant update, now is a good time to review your negative keywords. It is also prudent to review the rules of negative keywords and ensure they are working correctly in your accounts. If you are interested in seeing more data on the issue see Sam Owens post on the topic. The Anatomy of Negative Keywords Negative keywords are used to block … [Read more...] about Reviewing Negative Keywords In Light of Recent Changes
Show Don’t Tell: High-Impact PPC Storytelling
Wanna know what’s better than delivering good news to a client? Squeezing every last drop of impact out of that delivery. Easier said than done, right? Well, not really. The secret is context. And you present this context by showing instead of telling. So what does this mean exactly? Show not tell is the mantra of good storytelling. And indeed, instead of telling you … [Read more...] about Show Don’t Tell: High-Impact PPC Storytelling
The Opportunities Tab – The Good And Bad
Can there be useful insights in the Opportunities tab? I, like many others out there, tend to believe that I am smarter than the Opportunities tab. The Opportunities tab wants to spend more of my money and values click volume. My general feeling is: What does the Opportunities tab know about real paid search? Does it think about conversions or hitting monthly budget caps? … [Read more...] about The Opportunities Tab – The Good And Bad
PPC Roundtable – AdWords Close Variants
As we end series week we'll be looking at a once optional feature that will now be mandatory. If you haven't heard, AdWords will soon be removing the option to exclude exact and phrase match keyword variations. This impending update has caused much stir in the PPC community. We asked our authors what they think of the change. What are your thoughts on Google's decision to … [Read more...] about PPC Roundtable – AdWords Close Variants
The Argument For Match Type Segmentation
There have been many debates recently in our agency and here on PPC Hero over match type segmentation. It’s not surprising that people get heated when hearing that their way isn’t best. I suggest that every Account Manager should do what they feel works best, but there are many factors to consider when deciding the best option. There is often a good reason that advertisers … [Read more...] about The Argument For Match Type Segmentation
Low Keyword Search Volume? No Problem!
Over the years, I’ve discovered that one of my favorite account structure strategies involves the use of two specific tactics: ad group segmentation by match type and embedded negatives. It allows for a level of control in your matched queries that a tiered bidding strategy simply can’t match (as proven by Rachael in the linked article above). However, this strategy does have … [Read more...] about Low Keyword Search Volume? No Problem!
Advanced ABCs of PPC – Terminology & Strategies to Remember
In the spirit of last week’s blog series, I’d like to take our readers back to school with a revisited paid search alphabet. I published a similar post back in August 2012, but I mainly focused on general and/or beginner-level terms. This time around I’ll uncover some more advanced PPC terminology and concepts to keep in mind as you manage your paid search campaigns. Class is … [Read more...] about Advanced ABCs of PPC – Terminology & Strategies to Remember
Segmentation By Keyword Match Type: A Case Study
Keyword match types are an integral part of how you decide to set up your accounts. Typically this decision is a matter of what the account manager prefers. We wanted to dig a little deeper and get some numbers behind different structure breakouts. We took a look at ad group breakouts by match type and ones without by testing different segment types in two AdWords accounts. … [Read more...] about Segmentation By Keyword Match Type: A Case Study
