With the December holidays approaching, it’s more important than ever to have confidence in your eCommerce strategies. It is no secret that online shopping is the new normal, and with fewer people traveling for the holidays, some families are putting more under their trees due to travel restrictions. As marketers, it’s no secret that a strong holiday strategy is vital for Q4 … [Read more...] about Smart Shopping for the Holidays – A Test & Learn Approach
Search Results for: account+structure
Thinking Simply About Ad Campaign Design
In the PPC ad business, complexity is to be expected as the cost of doing business. With all the different ad platforms and their capabilities, managing campaigns can become a herculean task. Complexity creeps in, requiring vast amounts of attention and organizing to keep on track. People are added, reporting is increased, and communication ramps up to tame that … [Read more...] about Thinking Simply About Ad Campaign Design
Taking a PPC holiday: how to take a break from your ads without disaster
Sometimes the world can be overwhelming – this year, in particular, has taught us all that. We recognise the need to take a step back from work, relax and readjust, and come back feeling refreshed. But if you run PPC campaigns single-handedly, how can you do that without everything you’ve worked hard for crashing down around you? I think you deserve a break, so here are my … [Read more...] about Taking a PPC holiday: how to take a break from your ads without disaster
Enhance the Customer Journey Through Ad Copy
As we continue to shift how we set up our accounts, it’s important to ensure our ads are a reflection of our account structure. Ad copy and extension should be tailored to ensure our account structure is working to its fullest extent. We tend to place a large amount of focus on keyword research and account structure that ad copy can almost become an afterthought. However, … [Read more...] about Enhance the Customer Journey Through Ad Copy
5 Techniques to Make Any Client Call a Breeze
Managing a paid digital account can be stressful. There is content to create, performance to optimize and the alway evolving idea of “strategy.” But many marketers find that the real challenge surfaces when preparing for a performance call. Otherwise productive energy is wasted on the fear of what’s on the other end of a weekly check-in or monthly recap. As a young PPC … [Read more...] about 5 Techniques to Make Any Client Call a Breeze
Common PPC Reporting Pitfalls
Utter the word “reporting” in a group of PPCers and you’ll likely hear some groans of frustration. On the surface, it should be an easy task. You think to yourself “sweet, let’s throw some tables and graphs in a Data Studio report and call it a day.” But as you start to piece together metrics, dimensions and goals from different platforms, campaign types, brands, etc. you … [Read more...] about Common PPC Reporting Pitfalls
A Guide For Letting Go of Outdated Google Search Best Practices
Late last year, I lost the confidence of a client when I advocated for a restructuring of an account that focused on campaign consolidation. This person used a PPC Hero Blog post from 2014 as fuel for their counter-argument that advocated for the opposite of my recommendation. I did the math and 2014 is the equivalent to 20 PPC years ago. The pace at which Google products … [Read more...] about A Guide For Letting Go of Outdated Google Search Best Practices
Facebook Ads Holiday Checklist [2020]
Not only is the holiday season an important time for many businesses, it's also a very competitive time on marketing platforms like Facebook and Instagram. The influx of advertisers and ad spend will raise CPMs and generally just make it more expensive to advertise. Couple this with the fact that COVID is still likely to be impacting things this holiday and we have an election … [Read more...] about Facebook Ads Holiday Checklist [2020]
How To Transfer Google Campaigns to Microsoft Ads
Google Ads and Microsoft Advertising have always been near mirror images of each other when it comes to search engine marketing. Generally, Google is the innovator and Microsoft follows along with similar updates a few months later. Even though there are some differences between the two, many advertisers set up their ad accounts in similar manners. Considering this fact, … [Read more...] about How To Transfer Google Campaigns to Microsoft Ads
PPC Naming Conventions Guide [New Resource]
We are releasing a new, free resource: The Complete Guide To PPC Naming Conventions. Below is a quick summary of its contents. In this guide, PPC Hero author Vasco Vasconcelos covers: What to consider to add to your naming convention before launching new campaignsWhat is a parameter, a field, a separator, and an anchorGuidelines and best practicesBasic structure for you … [Read more...] about PPC Naming Conventions Guide [New Resource]
The Complete Guide To PPC Naming Conventions
Naming Conventions is by far my biggest pet peeve as a digital marketer. There is nothing worse than working with an existing structure that is confusing, disorganized, and underperforming because of it. Naming conventions is an important topic, especially in big accounts or if you are running cross-channel campaigns because it lays the foundation of how your reports and … [Read more...] about The Complete Guide To PPC Naming Conventions
How A Conversion Action Sets Funnel Drove A 160% Increase in Revenue
Conversion Action Sets are one of the greatest in the evolution of Google products, and I’m surprised at the seeming lack of adoption across the industry. For this lover of B2B Marketing, my client’s funnels have never looked better and it’s because I can tightly control what lead types I want to generate from campaigns and I can control the cost through automated … [Read more...] about How A Conversion Action Sets Funnel Drove A 160% Increase in Revenue
