Ad rotation is one of the forgotten settings. Everyone has a preference, “always rotate indefinitely” or “always optimize by conversions” but the chosen settings often reflect the manager's default preference rather than the settings utility. Rather than a preference, the setting should be used as a tool and subject for further analysis. This article will cover what options … [Read more...] about How To Evaluate Your PPC Ad Rotation Settings
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The 7 Things You Wish You’d Known About Facebook
We’ve all been there before - the first time you try a new advertising platform. While there are general consistencies you can prepare for using past experience, there are always learning curves to any new channel. Facebook hosts over 1.87 billion monthly active users as of 2017. No one is arguing that Facebook is a legitimate social media platform, or even that advertising … [Read more...] about The 7 Things You Wish You’d Known About Facebook
Building An Automated PPC Spend Tracker In Google Sheets
With yesterday’s webinar on efficient data analysis through Google Sheets, as well as Tuesday’s post pitting Excel features in their very own March Madness tournament, this week on PPC Hero we’ve highlighted one of the most important pieces of the digital marketer’s toolbox: spreadsheets! Today, we’ll continue the trend by showcasing an application of Google Sheets, utilizing … [Read more...] about Building An Automated PPC Spend Tracker In Google Sheets
Should You Choose Bid Modifiers Or Exclusive Campaigns For Your Mobile PPC?
For even the newest face in the digital marketing world, it comes as no surprise the amount of attention mobile has garnered in the past few years. Ours is a rapidly evolving industry – what was once an unexplored frontier has quickly become a staple. It's not to say mobile advancements have become less frequent or noteworthy over time - on the contrary, shifting to reflect the … [Read more...] about Should You Choose Bid Modifiers Or Exclusive Campaigns For Your Mobile PPC?
PPC, KPIs, and the Marketing Funnel
Key performance indicators (KPIs) are essential to our industry. Without them, we’re like a pilot without navigation; we have no idea if what we’re doing is getting us closer to our goal. They’re the barometers of success which show whether or not your client is making money or losing money. KPIs are set based on your client’s primary goal (revenue, leads, etc.). However, not … [Read more...] about PPC, KPIs, and the Marketing Funnel
How To Use The Bing Ads Campaign Planner
The Bing Ads Campaign Planner has been available since 2014. The tool was created to help advertisers understand competition levels and industry benchmarks. Admittedly, I have just recently started using the Campaign Planner and found that the insights provided are especially helpful when creating a strategy for segmentation of campaigns and ad groups. In this post, I’ll … [Read more...] about How To Use The Bing Ads Campaign Planner
New Bing Ads Extension Scheduling Is Here And It Will Make Your Day
Bing Ads recently announced the release of ad extension scheduling. This means you can now control when your extensions are delivered. You’ll have the ability to reduce wasted clicks by scheduling ad extensions to display during the most ideal time for your business. Improve customer experience by catering to targeted customers helping to increase your click-through rate … [Read more...] about New Bing Ads Extension Scheduling Is Here And It Will Make Your Day
Apple Search Ads: What You Need To Know To Improve Performance
Which apps do you use the most often? Which apps do you spend the most time in? I’m guessing you probably use and spend the most time in Facebook, Instagram, Google Maps, Snapchat, Spotify, Messenger, Pandora, and Youtube. Or at least some combination of those apps. Did you know that apps now account for 90% of time spent on mobile, with the other 10% spent in mobile … [Read more...] about Apple Search Ads: What You Need To Know To Improve Performance
The Good, Bad, And Ugly Impact Of PPC On Journalism
Display advertising has ruined the ethics of journalism. In all fairness, that is a fairly large exaggeration. With that said, I am proud to be a member of this industry and equally proud of the company and clients I represent. Despite this, I am NOT proud of the indirect impact PPC has on digital media. Long gone are the days in which print news outlets were supported by … [Read more...] about The Good, Bad, And Ugly Impact Of PPC On Journalism
My 2017 PPC Platform Wish List
We’ve all been PPC-ing And we’ve all got bids to make We don’t know what this year will bring So we blog and hope it takes! (If you try really hard, those lyrics can be sung to the tune of Santa Claus is Coming to Town. If it doesn’t work the first time, try harder. I’m not Beethoven.) This is my selfish intent for this blog post: I hope the geniuses behind each of the … [Read more...] about My 2017 PPC Platform Wish List
Your End Of Year PPC Checklist: What To Audit Before 2017
It is already almost the end of 2016. Sales are set, B2B and lead generation clients are ramping down due to vacations and seasonality, and it's time to reflect on and prepare for the year to come. Like most years, we get to the end of December and don’t properly consider or review the mid-level and automated "set it and forget it" tactical items in our accounts that don’t need … [Read more...] about Your End Of Year PPC Checklist: What To Audit Before 2017
Prioritizing Your PPC To-Do List
There are about a million things you could be doing in your PPC accounts right now. How do you sift through it all and decide what needs to be done, what should be done, and what can wait? Here we’ll go through some tips on how to prioritize your PPC to-do list and spend your time wisely. Gauging Account Impact vs. Time Commitment Sometimes the tasks that you spend the most … [Read more...] about Prioritizing Your PPC To-Do List
