Editor’s Note: This article is a part of our Hero Conf London Guest Post Giveaway. Based on a combination of pageviews, shares and editorial review from the PPC Hero writing staff, a winner will be chosen from the finalists we post throughout the week. Today’s post comes to us from Anthony Pearce (@PearceAnthony), PPC Lead at Swoon Editions. Anyone working in PPC will, at … [Read more...] about 8 Good Reasons To Bid On Your Pure Brand Keywords
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The One Metric We All Should Be Using in Our Bidding Strategies
Back in April, I wrote a post on why top v other bidding methods are better than using average position. This article stated that using impression share when changing bids is extremely important and average position does not take impression share into account. I ended this article by hinting that a formula was in the works on how to bid based on top v other v lost IS. That … [Read more...] about The One Metric We All Should Be Using in Our Bidding Strategies
Service Provider Problems? 4 Areas To Consider Before Firing Them
One of the best lessons I’ve learned in PPC is that my data cannot work in a vacuum. As much as I’d love to watch the clicks roll in and the conversions rack up, I can’t just close my computer on those metrics. I rely on supporting roles like CRMs, tracking platforms, and lots of different micro conversions for understanding my data. But there are also times that these … [Read more...] about Service Provider Problems? 4 Areas To Consider Before Firing Them
New Whitepaper! How To Determine The Right Attribution Model For You
Attribution is an issue that affects almost every digital marketing program running more than one form of marketing channel. From Cross-Channel, Cross-Device to Online to Offline conversions, attribution is everywhere. However, understanding how to analyze attribution and determining which model is right for you, can be complex. In this whitepaper, we will cover the basics and … [Read more...] about New Whitepaper! How To Determine The Right Attribution Model For You
Hero Conf London: 4 Days Left to Save!
PPC Heroes, time is running thin to register at discounted rates for our inaugural international event. Hero Conf heads to London for the first time, 28-30 October 2015 at the Millennium Gloucester Hotel and Conference Centre. We’re excited to introduce 40 world-class speakers and a slate of the most relevant and timely PPC content, designed to provide actionable takeaways … [Read more...] about Hero Conf London: 4 Days Left to Save!
Tips For Passing Google’s Mobile Certification Exam
Even though it’s been “The Year of Mobile” for about five years now, there is finally an AdWords certification exam that tests our knowledge and allows us to tout ourselves as mobile advertising experts to anyone who will listen. As a recent addition to Google’s menu of available exams, you might be thinking about adding another feather in your cap and taking the exam. Well, … [Read more...] about Tips For Passing Google’s Mobile Certification Exam
The Case for YouTube Advertising
About a month ago, I attended a YouTube summit at Google’s NYC headquarters. At this event, 175 top advertisers assembled with their respective AdWords teams to discuss the success they’ve had with YouTube and the challenges they face. The consensus amongst the participants was that advertising on YouTube is critical to the conversion path. Advertising on YouTube plays a key … [Read more...] about The Case for YouTube Advertising
Shopping Promotional Text Being Retired For Automated Extensions
This week, Google AdWords rolled out new automated extensions for shopping ads (PLAs). This improvement came after Google noticed many advertisers were using promotional text to highlight special offers or free shipping. These new extensions are displayed alongside your shopping ads at no additional work or cost. They use existing information you’ve provided in your Merchant … [Read more...] about Shopping Promotional Text Being Retired For Automated Extensions
7 Must Have Reports To Create In AdWords Report Editor
Your PPC dreams have finally come true – data visualization is now available in the AdWords Report Editor! You now have the ability create your very own data masterpiece by dragging and dropping data to create pivot tables, graphs and charts directly in the AdWords interface. Last week AdWords announced the release of the AdWords Report Editor that will be rolled out across … [Read more...] about 7 Must Have Reports To Create In AdWords Report Editor
5 Rules Of Data Visualization
In most PPC account management or analysis roles, a huge part of the job is looking at the data and turning it into something easily understood. Someone who isn’t a PPC expert should be able to get some key takeaways from reports. As you would imagine, charts and graphs are a large part of this reporting. Unfortunately, it’s easy to either include unnecessary metrics, … [Read more...] about 5 Rules Of Data Visualization
(Almost) Everything You Need To Know About Remarketing [New Toolkit!]
Remarketing allows you to follow users who’ve previously visited your website as they browse the Web. It continues to be a powerful tool that can help you connect with previous site visitors and drive conversions at low CPAs. However, the more you dive in to remarketing, the more opportunities are available. What remarketing strategies are the best? What should or shouldn’t you … [Read more...] about (Almost) Everything You Need To Know About Remarketing [New Toolkit!]
The Impact Of Google’s July 2015 Quality Score Change
On July 28th, Google announced in a post on G+ that they are changing how Quality Score is calculated for new keywords. The most significant part of the change is that keywords without traffic will now, by default, receive a score of 6, and Average for the three components of Quality Score. Once keywords gather enough impressions, scores will update about a day or so … [Read more...] about The Impact Of Google’s July 2015 Quality Score Change
