In theory, AdWords Scripts can be a big time saver by automating tedious optimizations like maintaining an alpha-beta account structure and SKAGs, or running complex reports like those that calculate account level Quality Score. But what I found in practice when using Scripts is that any time saved can easily be eaten up by the tasks involved with maintaining the code across … [Read more...] about Tricks For Running AdWords Scripts In Multiple Accounts
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Calculating Expected Lag Revenue
Don't count your chickens before they hatch. Usually, people tend to count on something before it happens, or they "count their chickens before they hatch." In paid search we do the opposite. Our phrase needs to be "Don't optimize before all your revenue is counted." But most accounts have lagging revenue and at the same time we need to optimize based on the most recent date … [Read more...] about Calculating Expected Lag Revenue
8 Email Alerts That Will Give You Back Your Sanity
I was recently talking with a team member about the weekly and daily “checks” I do on my account. How often am I in the interface, skimming through recent performance and searching for anomalies? Not to be confused with regular optimizations, these are simply pulse-checks for odd performance in my accounts. But what are the metrics I deem important enough to take time out of my … [Read more...] about 8 Email Alerts That Will Give You Back Your Sanity
Nail Down A Mobile Strategy In 5 Simple Steps
Question: Do you have a solid mobile strategy in place for your PPC efforts? If not, you should carve out some time to think about it and nail down an action plan to capture this ever-growing market in the PPC space. We’ve talked about micro-moments and what that means for advertisers, but we didn’t really talk about the specifics of putting together an overall strategy. … [Read more...] about Nail Down A Mobile Strategy In 5 Simple Steps
Landing Your PPC Dream Job: How To Get Noticed By Hiring Managers
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
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
