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To create a winning account structure, once you have all of your keywords, break them out into "silos." Silos are specific categories that are highly targeted to a specific page on your site or category of your site. Once you have broken up your keywords into silos, break the keywords up even further according to the buying cycle. That is, group your keywords into ad … [Read more...] about How to Streamline and Optimize Your Account Structure

Within this document, and on our blog, we focus mainly on Google AdWords and Microsoft adCenter. This is because these search engines own the lion's share of the search industry. However, second-tier search engines can generate supplemental traffic, leads, and revenue if they are managed and monitored properly. Each second-tier PPC search engine has a unique user … [Read more...] about How to Manage and Optimize Second-tier PPC Search Engines

Understanding performance history is critical to making the future of the account successful. If you inherit a PPC account from another management firm or another company, it's important to begin running reports and gathering important data on key metrics you will be measuring. Here are the key metrics that are important in every PPC campaign. This is a good checklist that … [Read more...] about Grasp the History of an Account by Reviewing a Few Key Metrics

There is a series of steps you need to complete to quickly review your new client's landing pages and website. The purpose of this review is to make sure that all of the lead/sales tracking measurements are in place and that data is being tracked correctly. Review analytics tracking code: You would be surprised at how many companies are not running analytics on their … [Read more...] about Get to Know Your Client’s Website and Landing Pages Quickly

Another extremely important tactic to successfully inheriting and optimizing a PPC account is to build a negative keyword list. Having a comprehensive negative keyword list can significantly improve not only your CTR but also your conversion rate. Below you will find a list of resources that we use to build a robust negative keyword list: Search Query Report Run a Search … [Read more...] about Four Quick Ways to Expand Your Negative Keyword List

Keyword research is an ongoing tactic that continuously helps increase the performance of your PPC account. When inheriting a new Google AdWords, Yahoo!, or MSN account, it's important to do a thorough scan of all the keywords in the account and begin researching what new keywords you could potentially add. There are various methods of doing additional keyword research … [Read more...] about Expand Your Keyword List Smartly and Efficiently

Until now, there was no roadmap to help individuals and search engine marketing (SEM) firms successfully inherit and optimize a large-scale pay-per-click (PPC) account. Numerous publications have surfaced about creating PPC campaigns from scratch, but inheriting and enhancing a pre-existing account requires an entirely different skill set. Optimizing a pre-existing PPC … [Read more...] about Inheriting PPC Accounts: How to Efficiently Transition Ownership and Successfully Optimize a Large PPC Account