"Averages lie." I had a few statistics courses back in college with a professor who was fond of saying that. Seems like he might've gotten that turn of phrase from someone else, now that I think about it. This is problematic for us– as PPC professionals, we work with averages on a daily basis. No average has a larger impact on your bottom line than the average cost you're … [Read more...] about How Your Average CPC is Lying to You
Search Results for: competitors
No CRO? No Problem: WordStream’s Landing Page Grader
There's a universal truth in PPC– if you have a terrible landing page, you're gonna have a bad time. Your ads could be stellar, your keywords laser-focused, and your bids perfectly calibrated against your competition... and none of it will matter if you can't turn your visitors in to customers. So what's the solution? Conversion Rate Optimization. We've written loads of … [Read more...] about No CRO? No Problem: WordStream’s Landing Page Grader
4 Google Analytics Reports Every PPC Manager Should Use
It’s important to utilize Google Analytics when running an AdWords campaign. Google Analytics allows you to understand how the traffic your paid search campaign generates behaves when it reaches your website. This is crucial in improving and understanding conversion rates. Google Analytics provides lots of different reports and tools to help you do this. Below I have listed 4 … [Read more...] about 4 Google Analytics Reports Every PPC Manager Should Use
How to Use An Agency to Help Your In-House Team, Not Replace Them
So you’ve got a team of multiple people (for our purposes, team = more than one person) managing your paid search campaigns, but you’re getting the feeling there is something missing. Not that your team isn’t doing what they can or should, but perhaps that everyone is missing…something. Our team has been fortunate enough to do some exciting work recently with a few brands that … [Read more...] about How to Use An Agency to Help Your In-House Team, Not Replace Them
Powerful and Practical Keynotes From the Biggest Names in PPC
Hero Conf is known for quality content and exciting, fresh perspectives. You should expect exactly that from our 2014 keynotes, as the biggest brands and names in digital advertising share info you can’t afford to miss. From landing pages to ad testing, marketing mastery to Big Data, expect actionable information and exceptional takeaways. Perfecting Landing Pages Bryan … [Read more...] about Powerful and Practical Keynotes From the Biggest Names in PPC
4 Examples to Refresh Your Ad Copy
With all the optimization work that goes into PPC, sometimes we lose sight of the actual ad copy. Even though it is the only thing the searcher sees, ad copy often stagnates as the ad testing plan winds down and the enthusiasm brought about by a new project subsides into the steady hum of routine tasks. This is especially true for long running tests with clear-cut winners. As … [Read more...] about 4 Examples to Refresh Your Ad Copy
2014: The Year of Ad Extensions
Editor's Note: This article is a part of our Hero Conf guest post contest. Based on a combination of pageviews and editorial review from the PPC Hero writing staff, a winner will be chosen from the finalists we post throughout the week. Today's post comes to us from Paula Spencer, Online Campaigns Manager at Effective Spend. It’s the beginning of a new year, the holiday … [Read more...] about 2014: The Year of Ad Extensions
Learn More About The Competition With New Features in Google’s Auction Insights
When it comes to competitor analysis, there is no such thing as too much information. During our monthly training day this month, we had a discussion about competitor analysis and how (most) clients show an interest in what their competitors are doing. One tool that is used to measure performance against competitors is Auction insights reports in AdWords. While this report is … [Read more...] about Learn More About The Competition With New Features in Google’s Auction Insights
SCHEME: The Easy Acronym For Pitching Branded PPC
We’ve all heard (or feared) our clients doubting the importance of using branded terms in our PPC efforts. The questions commonly revolve around “Why would I pay for these clicks if they are already trying to find me? Won’t SEO pick them up?” Today we will refute this argument for the last time, so that you can say with all certainty and clarity that the concerns are far … [Read more...] about SCHEME: The Easy Acronym For Pitching Branded PPC
Pleading the Case for Conversion Rate Optimization
PPC Hero’s February series will be focused on arming you, the PPC account manager, with all the necessary ammunition to make a strong argument for adding new focus areas in your paid search campaigns to your client. That client can be your direct supervisor or executives if you’re managing in-house, or a client in the traditional sense if you’re working in an agency on several … [Read more...] about Pleading the Case for Conversion Rate Optimization
7 Steps to ‘Translate’ a PPC Campaign
If you’re killing it with an English-language pay per click campaign, your next step might be to expand to other languages. While there’s ample room for growth, ‘translating’ a pay per click campaign can be trickier than you might think. After advising over a hundred businesses on how to launch a pay per click campaign in China, my best advice is to localize the campaign from … [Read more...] about 7 Steps to ‘Translate’ a PPC Campaign
Are You Wasting Spend on Google Shopping?
Google Shopping is the next generation of PLAs. Offering a more retail centric advertising model, advertisers can easily segment their product feeds by categories and labels. This is all well and good but what do you do when performance is lacking? Do these new campaign types require new tactics or can you treat them like your other AdWords campaigns? The Account The account … [Read more...] about Are You Wasting Spend on Google Shopping?
