In PPC, we live and die by our data. We make recommendations, optimizations, additions, and subtractions all based on the analysis and interpretation of actionable statistics. Millions upon millions of dollars can hang in the balance based on every change we make. With stakes that high, then, it can be incredibly frustrating and/or terrifying when confronted with the idea … [Read more...] about Why AdWords and Analytics Don’t Match
Search Results for: call to action
Using Campaign Trends to Write Better PPC Ads
Campaign type is one of the most important things to keep in mind in your ad testing. Calls to action, benefits, punctuation and so much more should all get tested in your account in one way or another (Kayla has a great list here), but the results of each of these tests will vary wildly even within the same account based off of what type of targeting you’re using. I’ve been … [Read more...] about Using Campaign Trends to Write Better PPC Ads
Google Makes a Big Impression and Bing Adds Sitelinks
You can already do some pretty interesting stuff with the existing Google Impression Share data – my favorite of which, having been taught by Jeff Allen and Sean Quadlin, is reverse engineering your potential maximum budget based on lost Impression Share. Imagine then, if you will, their reaction to last week’s release on the Google AdWords blog detailing the new Impression … [Read more...] about Google Makes a Big Impression and Bing Adds Sitelinks
Heroview — Onboarding New & Existing Client Accounts
Starting a PPC account from scratch is a far cry from taking on an existing PPC Account. In this month's Heroview Kayla Kurtz covers new & existing client accounts, their differences and why you should care! -------------------------------------------------------- Welcome to today’s Heroview, everyone! Real-time interviews featuring PPC experts from around the industry! … [Read more...] about Heroview — Onboarding New & Existing Client Accounts
How To Fix Your PPC Lead Quality When It Tanks
It’s a PPC manager’s worst nightmare – you hear from your sales team that suddenly the leads you are sending them are no good - An unexpected decline in lead quality that can affect any account. The question is, what steps can you take to deal with this shocking news? Your first step should be identifying the cause of your lead quality issues. Check back over everything you … [Read more...] about How To Fix Your PPC Lead Quality When It Tanks
Ad Testing Plan for the Professional Ad-(wo)man
I recently co-authored an eBook with Elisa over at Wordstream called “Tricks to Get the Click: 10 Ad Text Best Practices.” While writing it the one thing that stood out the most was the need for a systematic ad testing process. I’m talking beyond just a system for picking winners. I am talking about a system for planning out what to test, when, for how long and how to use what … [Read more...] about Ad Testing Plan for the Professional Ad-(wo)man
Have Close Variants Increased Your Leads by 55 Percent?
In May of this year Google announced new matching behavior for phrase and exact match keywords. It seemed like a boon for search volume at the time, and now that a few months have passed we can further evaluate the effect of this change on your accounts. This is all assuming that they’re turned on for your campaigns to begin with. Accounts were automatically opted into them, … [Read more...] about Have Close Variants Increased Your Leads by 55 Percent?
Targeting the Messaging: An Ovation TV Case Study
My wife is a former professional dancer and a huge fan of So You Think You Can Dance. In other words, she’s the perfect prospect for a new TV Show centered around professional dancing. that’s been created by the producers of So You Think You Can Dance, and an obvious target of this ad which showed up on her Facebook page: Unfortunately, this Facebook ad fails to tap into … [Read more...] about Targeting the Messaging: An Ovation TV Case Study
Ignoring It Won’t Make It Go Away
The sticking point on a pitch -- you know, the part that might kill the deal or that drives some customers away -- that part doesn’t go away when you ignore it. This is obvious in face to face sales because if you try to ignore it, the customer will bring it up as an “objection.” That’s why sales training specifically addresses “objection handling.” But in PPC copywriting … [Read more...] about Ignoring It Won’t Make It Go Away
Leveraging Analytics Goals & Reporting Features To Improve Conversion Rates
Making the right moves can be difficult without the data. Perhaps this is why we thrive off intuitive interfaces and data-packed spreadsheets on a daily basis. When it comes to conversion rate optimization, however, this requires specialized tools and reporting features beyond what AdWords alone can offer. Fortunately, Google Analytics offers up several powerful measurement and … [Read more...] about Leveraging Analytics Goals & Reporting Features To Improve Conversion Rates
Heroview – PPC Account Structure & Organization
Organization in PPC is essential! Today our Heroview focused on just that: PPC account structure & organization. Cassie Allinger (@CassieAllinger), a Sr SEM Strategist at @dealerdotcom, pulled back the curtain on her organization and account structure techniques & showed us how it's done! Welcome to today’s Heroview, everyone! Real-time interviews featuring PPC experts … [Read more...] about Heroview – PPC Account Structure & Organization
How To Set-Up Analytics Funnels & Use Them For Conversion Rate Optimization
If you have more than one page in your check-out process, then you should be tracking user behavior through that process. Having data showing what people are doing in your check-out process can assist you in identifying where to focus your conversion rate optimization efforts. To demonstrate my point, I'll be using a real life client example. The names have been changed to … [Read more...] about How To Set-Up Analytics Funnels & Use Them For Conversion Rate Optimization
