This post is the first part of a series of posts on how to get hired for a job in PPC and draws on my experience as an agency owner and educator. Getting a job managing PPC accounts, especially your first job, can be a mystifying experience. Whether you want to work for an agency, go in-house, or even start your own freelance business, there are a lot of questions that come … [Read more...] about Landing Your PPC Dream Job: How To Get Noticed By Hiring Managers
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My Top 5 PPC Mistakes
Having been in the PPC industry for over 12 years, I've had the unique experience of learning and growing at almost the same pace at which the industry has developed. In a way, that has provided me with many advantages. I had access to some of the brightest minds in the search industry and was able to grow my accounts at almost the same rate as my competitors. There was very … [Read more...] about My Top 5 PPC Mistakes
Bing Shopping Campaigns Rollout In Full
The Bing Shopping Campaigns (BSC) beta was launched in April and is now available to all US advertisers. Back in June we came up with three tips you need to know before creating BSC. Bing Shopping Campaigns will soon become the default campaign type for running Product Ads. The traditional way of managing Product Ads will dissolve this fall, so it is best to start the … [Read more...] about Bing Shopping Campaigns Rollout In Full
Welcome To Mobile App Installs 101
“Mobile app installs” is an AdWords campaign type. By the name, it is not a surprise that the purpose of this campaign is to drive app downloads. The ads send users to the app store after the ad is clicked. Conversion Tracking Mobile app install campaigns are direct response focused. Conversion tracking is a must where available (spoiler alert!). Like traditional conversion … [Read more...] about Welcome To Mobile App Installs 101
An Interview With Beyond The Paid’s Melissa Mackey
Melissa Mackey is one of the most well-known thought leaders in the PPC industry. Her blog, Beyond The Paid, showcases her views and opinions from over 10+ years in the industry. She guest blogs for top industry sites and is a regular speaker at search marketing conferences. She was also recently named 14th on our annual Top 25 Most Influential PPC Experts list. You can follow … [Read more...] about An Interview With Beyond The Paid’s Melissa Mackey
Do Users Actually Read Your Text Ads?
A couple weeks ago I came across an interesting tweet from Kim Thomas (@PPCkimpossible). We've been trying to debate each other, but can't b/c we agree. Who thinks users read ad copy (raise your hand)? @MaddieMarketer #ppcchat — Kim Thomas (@PPCkimpossible) June 25, 2015 Working primarily with ecommerce accounts, I believe that the actual message of the text ad isn't as … [Read more...] about Do Users Actually Read Your Text Ads?
5 ROI-Improving Campaign Types You’ve Never Tried
One common thing I hear from clients during the onboarding process when they've just come from another agency or freelancer managing their accounts is that they didn't feel they were being innovative enough. My favorite type of client totally gets how most things in PPC need to be tested before it can be determined if it was a success or not. The are super happy to allow … [Read more...] about 5 ROI-Improving Campaign Types You’ve Never Tried
You’re Doing This One Thing Wrong In Digital Marketing
So, you’ve got yourself all set up in Google AdWords and Bing Ads. Nice work. You’re keeping up with the modern world of business. You understand why a geo-targeted campaign with high-intent keywords and well-written ads will probably be more effective than blowing dollars on a billboard beside a thoroughfare. By golly, you’re standing on the cutting edge! You’re a regular … [Read more...] about You’re Doing This One Thing Wrong In Digital Marketing
Automate And Better Manage Your Budgets With Scripts
Today we’ll tackle a few basics of budget based scripts. Why budgets? Well, first of all, they impact every advertiser. In fact, it is one of the requirements for launching a campaign. Second, since budgets are relatively limited and fixed in their implementation it is a great way to get your feet wet in the scripts world. Through my examples, you’ll see how to change a … [Read more...] about Automate And Better Manage Your Budgets With Scripts
How We Quickly And Profitably Ramped Up Spend
In November 2014, the client I manage presented me with a very difficult challenge. They needed to increase paid search spend an additional $100K over the amount they originally budgeted for. What made this challenge even more difficult was the timing. The increased budget request was made on day 7 of the month, which meant a new strategy had to be developed and implemented in … [Read more...] about How We Quickly And Profitably Ramped Up Spend
Start RLSA On The Right Foot
RLSA (Remarketing Lists For Search Ads) works similarly to traditional retargeting. RLSA shows ads to previous website visitors that are now searching on Google or Google’s Search Partners for your targeted keywords. In direct response accounts, building brand awareness is a side benefit of advertising. Direct response accounts want revenue and lead numbers. Brand awareness … [Read more...] about Start RLSA On The Right Foot
PPC Facepalm: 7 Reasons Your Ads Aren’t Working
Although Paid Search advertising is something that can be learned over time, there are always areas of performance that need further guidance. One example of this is your ad copy. Now, we’ve given you example after example of why to test, what to test, and all the elements of ad copy that you need to utilize in your PPC account. But there are still things, very basic things, … [Read more...] about PPC Facepalm: 7 Reasons Your Ads Aren’t Working
