There are two primary ways of conceptualizing PPC processes and systems. Both are viable but create difference paradigms in account management. For this post I’m going to title them mechanical and organic. The mechanical view considers performance as the sum of its parts. The organic takes the account as a larger whole, something akin of an ecosystem in which the parts … [Read more...] about The Theory of Growing Vs. Building a PPC Account
Search Results for: account structure
PPC Account Structuring and Campaign Building in Excel
For me, the most important thing when looking into a Google AdWords account is structure. It is incredible what a simple, clean structure can do for an account. A clean structure can help you with: Reporting (You can report on different levels more easily) Optimizing (Optimizations become easier with a clean account structure) Quality Scores (Ad copy to keyword … [Read more...] about PPC Account Structuring and Campaign Building in Excel
Tips for Getting Results with an Inherited PPC Account
I’ve been assigned to a series of new clients recently as we shepherd them through their first 90 days with Hanapin. Additionally, I have been auditing accounts for prospects through our pre-sales process. In every instance, the accounts are pre-existing and have or would become an ‘inherited account’ situation. These accounts are currently not meeting goals and have a previous … [Read more...] about Tips for Getting Results with an Inherited PPC Account
The Impact of Campaign Structure on Bid Management – Part II
In my last post, I discussed how the mismatching of search terms to keywords can dramatically impact bidding decisions and the resulting performance. In this post, I’m going to address another campaign structure issue that impacts the way we bid on low volume keywords. Structural Problem #2: Grouping Keywords to Support Long-Tail Predictions The second most common … [Read more...] about The Impact of Campaign Structure on Bid Management – Part II
[Webinar Recording] 10 Things Every PPC Account Should Have
Are you just starting out as a PPC Account Manager? Maybe you just need a refresher on things you should be doing? Do you have a clear vision of your goals and all the bells and whistles available, set-up for your account(s)? It's easy to get wrapped up in big projects in your accounts and forget about the smaller, yet still very important, tasks that keep your account healthy … [Read more...] about [Webinar Recording] 10 Things Every PPC Account Should Have
10 Things Every PPC Account Should Have [New Webinar!]
Are you just starting out as a PPC Account Manager? Maybe you just need a refresher on things you should be doing? Do you have a clear vision of your goals and all the bells and whistles available, set-up for your account(s)? It's easy to get wrapped up in big projects in your accounts and forget about the smaller, yet still very important, tasks that keep your account healthy … [Read more...] about 10 Things Every PPC Account Should Have [New Webinar!]
Why It’s Crucial To Audit PPC Accounts Ahead of Management
This month’s blog series is all about why we do what we do in paid search. We’re always talking about best practices, methodologies and strategies we utilize, but why are those methods the standard? Why do those methods and strategies work? We’ll discuss anything and everything – ad copy, mobile, account structure, projections, bid changes, keyword match types, conversions and … [Read more...] about Why It’s Crucial To Audit PPC Accounts Ahead of Management
Need to Get Under the Hood? 6 Tips For Performing An Effective PPC Account Audit
Over the last few weeks, I have spent quite a bit of time auditing PPC accounts in order to identify opportunities and provide specific recommendations to help keep accounts moving towards their goals. The biggest issue I face when starting an audit is where to begin and what direction to take. There are so many moving parts to a paid search account that it’s easy to get … [Read more...] about Need to Get Under the Hood? 6 Tips For Performing An Effective PPC Account Audit
Yes or no? Reasons for Restructuring Your PPC Account
Deciding to restructure an account is one of the toughest decisions a paid search manager has to make. We often inherit accounts that were not built employing best practices, making account management an overly cumbersome and hard to manage process that often impedes performance. In order to achieve long-term success in our accounts, we sometimes have to rebuild our campaigns … [Read more...] about Yes or no? Reasons for Restructuring Your PPC Account
Suggestions for Herding Multiple PPC Accounts
This week our blog series is taking a look at the most expensive “set it and forget it” mistakes. Sam, Carrie, Jake and Eric have already warned you about the Display Network, newly ill-performing keywords, sideways Search Partners and runaway Broad match keywords – excellent advice on all fronts! I thought for my contribution, I’d tackle how you can be sure not to lose track … [Read more...] about Suggestions for Herding Multiple PPC Accounts
Account Refresh Toolkit
Account Refresh Toolkit Refresh Your Account: Use Structure to Boost Performance and Beat Your Competition … [Read more...] about Account Refresh Toolkit
New Account Checklist: 5 Things You Should Never Assume
If you inherit an existing account to manage, there can be a tremendous amount of data to sift through, and a lot to learn. It’s easy to get caught up in all the details and miss out on the small, yet important, aspects of the account. When I first began working as an account manager, I was definitely overwhelmed when given a new account. Where was I supposed to begin? Over … [Read more...] about New Account Checklist: 5 Things You Should Never Assume
