As a PPC analyst, I have become more and more focused on tool development and reporting projects. However, as we continue to sign more clients, hire more Account Managers, and deal with more complex, large accounts, it becomes increasingly important to think about scalability with these projects. Now you might be wondering, what exactly does “scalability” mean? In this case, … [Read more...] about How To Build Scalable PPC Tools
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7 Effective Ways to Optimize Your E-Commerce Conversion Funnel
Building a good conversion funnel on your e-commerce site means optimizing it in many different ways that can enhance your conversions and profits. This includes many practices that contain the whole design of your site, not just one aspect of it. You will have to provide a complete package for your users. The conversion funnel consists of many smaller stages, and each of … [Read more...] about 7 Effective Ways to Optimize Your E-Commerce Conversion Funnel
Best APIs for SEOs and PPC Managers
As the use of programming languages continues to increase in digital marketing, APIs are powerful tools for technical insight and growth. Python and Javascript are two of the most popular and there has been a rise in their use in areas such as: SEOPPCContent marketingSocial media I will look at the best APIs that SEOs and PPC professionals can use to improve … [Read more...] about Best APIs for SEOs and PPC Managers
March Updates to Paid Advertising Platforms
In this monthly post, we bring you the latest from all of the major platforms. General What: Reacting to COVID-19 Resources: Prior to getting into platform-specific updates, it's essential to address COVID-19 and its impacts on the industry. The resources below were compiled from a recent Hanapin/Brainlabs email blast, and are an excellent source of industry trends, strategic … [Read more...] about March Updates to Paid Advertising Platforms
PPC Things Happen. React Wisely.
There will be times when your business or clients will be affected by seasonality or current events. When these situations happen it’s important to take immediate action to limit any negative impact. Below are three quick actions I take whenever large events occur that affect account performance. 1. Reassess your budgets and creative Typically, when current events or … [Read more...] about PPC Things Happen. React Wisely.
From Last Click To Position-Based: An Attribution Test
An Attribution Test “Whodunit” is more than just a popular detective narrative, it is an important question in PPC as well. Attribution seeks to answer that question. So, choosing the right model for your account is important. In this blog, we’ll cover a quick overview of Google’s attribution, what led us to consider testing a different attribution, what changes you can expect, … [Read more...] about From Last Click To Position-Based: An Attribution Test
A Quick Look at Walmart Media and Spiceworks
Our general group chat is often teeming with questions like “who’s using Walmart Media?”, “DM me if you’ve been running on Spiceworks”, “does Safari have a UI?” This has been making me curious so I went nosing around for those sweet, sweet, deets. Below are some of my impressions and takeaways for these platforms: Safari We all know how I feel about Apple Search Ads, but … [Read more...] about A Quick Look at Walmart Media and Spiceworks
Has COVID-19 Affected Your PPC Accounts?
A look at current and expected trends in PPC amidst the global virus outbreak. Nearly all businesses have been impacted in some way by the coronavirus and the PPC world is no exception. Unless your business is lucky enough to be selling hand sanitizer, face masks, toilet paper, or even vodka…the impact on your PPC account is likely not positive. With that, let’s take a … [Read more...] about Has COVID-19 Affected Your PPC Accounts?
The Grind! How to Rank Higher on Amazon
Oh, what a grind it can be to filter through reports to identify the winning and losing keywords, then update campaign settings, create targeted manual ads, include negative keywords and even update product listings sometimes. But hey, it works! This is one of the most common optimization strategies on Amazon today and it is also one of the most efficient ones. It involves … [Read more...] about The Grind! How to Rank Higher on Amazon
Paving Our Way Towards Automated Bidding
Google has made it clear that automation is in our future and that it is better to learn how to utilize these tools now and learn how to use them in our accounts. I am going to describe how one of our accounts had tried automation several times before, but we never saw long-lasting results. Our team decided to brainstorm that we were moving towards a world where manual bidding … [Read more...] about Paving Our Way Towards Automated Bidding
Marketing On Amazon [Report] – My Top Takeaways
Innovell has recently released Marketing On Amazon, a 67-page report based on months of interviews and in-depth surveys. I've read the entire report and want to share my top takeaways with you. I've segmented my takeaways by roles: marketing technicians and marketing strategists. Before diving in, I'd like to mention that the first 100 marketers to get this report via … [Read more...] about Marketing On Amazon [Report] – My Top Takeaways
Search Terms Report: Why and What to Look For
What the Search Terms Report Is and How It Works The search terms report is a list of search terms that people have used and resulted in your ad being shown, according to Google. “Use the search terms report to see how your ads performed when triggered by actual searches within the Search Network. The search terms report is a list of search terms that people have used, and … [Read more...] about Search Terms Report: Why and What to Look For
