When a PPC account isn’t hitting goals, there can be any number of reasons why. The hard part is figuring out what’s going wrong. Other times, while performance isn't necessarily bad, it isn't what it could be. In these instances, there is a lot of opportunity to get the account running to its full potential. Today, I will go through common themes that I see in either … [Read more...] about Why Your PPC Account Isn’t Living Up To Its Potential
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The Ins And Outs Of PPC Account Expansion
I am obsessed with structures. As a kid I would dump out my blue plastic garbage can full of Legos in the middle of the living room and build for hours. Build. Take apart. Re-build. Then there were the times when the thousands of little pieces weren’t enough. I wanted to see just how much I could build so I’d pull the crumpled dollar bills out of my porcelain piggy bank, head … [Read more...] about The Ins And Outs Of PPC Account Expansion
Get A Grip On New Paid Search Accounts
There are many reasons a new PPC account will land in your lap, including: Transitions within your agency. Taking over an account from a prior agency. Starting a new in-house position. If you are anything like me, you will look at said new account and say “where do I begin?” In this post, I will discuss my methods for getting a good grip on new accounts. Quality … [Read more...] about Get A Grip On New Paid Search Accounts
Our Learn with Google Classroom Agenda is Set!
PPC Heroes, don't miss the inaugural Learn with Google Classroom at Hero Conf Philadelphia! Join Google experts as they share the latest tactics, tips and tricks to help you get the most out of your paid search campaigns. Check out the expert sessions coming your way from the Pennsylvania Convention Center, April 25-27: Calls: Converting Customers Through Conversation As … [Read more...] about Our Learn with Google Classroom Agenda is Set!
Build Lower Maintenance PPC Campaigns With These 4 Tips
Working at an agency, you quickly realize how important it is to prioritize. Finding the balance between client communication, routine account optimizations, and strategy development is crucial to an Account Manager’s success. By spending a little more time in the beginning on new campaign builds, you can save time in the long run. Segment Ad Groups By Match Type In my … [Read more...] about Build Lower Maintenance PPC Campaigns With These 4 Tips
Tell Me Where It Hurts – A Quick Diagnosis Tool for Ailing Accounts
Every so often, an account lands in your lap and you just don’t know where to begin. Performance might be in a downturn and what is converting is coming at a high cost. You want to dive in and start optimizing, but how can you decide what to focus on first? By combining a couple of simple reports, you can quickly diagnose an ailing account and go from zero to PPC Hero. Get … [Read more...] about Tell Me Where It Hurts – A Quick Diagnosis Tool for Ailing Accounts
Determining The When And How Of Cross-Channel Budget Allocation
Google’s global search market share is 67%. That volume combined with the decent quality of traffic Google provides is the reason why so many PPC advertisers spend 75% of their PPC budget with the engine. But how do you know when it’s time to branch out? Are You Budget Constrained And Running Only (Or Mostly) In Google? Break your campaigns and/or keywords into buckets. … [Read more...] about Determining The When And How Of Cross-Channel Budget Allocation
5 Ways PPC Accounts Are Like Toddlers
Sitting down to write a blog today, I felt totally frazzled and unable to focus on any of the amazing account work I've been doing or any of the cool features that have been released lately. Of course I'm an over-analyzer, so I thought about what the contributing factors to this could be. Have I eaten too much junk food today? Did I not get enough sleep last night? No, I just … [Read more...] about 5 Ways PPC Accounts Are Like Toddlers
Tough Decisions Vs. Decisions With Tough Outcomes
A lot of business-type folks, especially those in start-ups, talk a lot about making tough decisions. It’s typically framed as how hard it is to run a business or department and how lonely it is because you have to make all the tough decisions, but good decision makers are always meeting with people and searching out new information that will help them make those … [Read more...] about Tough Decisions Vs. Decisions With Tough Outcomes
Reassess How Your Facebook Campaigns Are Structured
How old are your Facebook campaigns? I have a Facebook account that has just recently turned three years old. Over its first three years, creative has been updated, ad testing concluded, and new ad types added, but the account structure has been left alone. However, a lot has changed in the last year in Facebook. What Has Changed? Ad Sets – Also considered the ad … [Read more...] about Reassess How Your Facebook Campaigns Are Structured
Identify The Best Structure For Your PPC Account
Prior to setting up your PPC account, you must strategize what type of structure works best for management and the direction you and the company will take the account moving forward. So much work goes into keyword research, ad copy messaging, bidding strategies and more, but one of the most crucial decisions is identifying the best structure for your account. You should … [Read more...] about Identify The Best Structure For Your PPC Account
How To Communicate Effectively With Clients Using A PPC Timeline
Managing pay-per-click accounts for large clients is multifaceted. A successful account manager communicates with the client, coordinates work tasks for the internal team, and prioritizes which tasks are going to make the greatest impact on account performance. PPC tasks frequently overlap, are contingent on supplementary tasks, or are so capacious in scope that more than … [Read more...] about How To Communicate Effectively With Clients Using A PPC Timeline
