When developing a remarketing strategy, it is important to consider different ways of reaching a variety of audiences. With this in mind, I recommend linking your remarketing and social media presence through Facebook audience targeting. There are 3 areas that should be considered: standard audience targeting, similar audience lists and remarketing to mail lists. 1) … [Read more...] about Make the Most of Your Audience
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Bing Ads Announces Universal Event Tracking
Yesterday Bing Ads announced their Universal Event Tracking functionality. In layman’s terms, it’s goal customization, designed for flexibility from one business to the next. Bing’s announcement also included the reveal of audience-based remarketing, which isn’t yet available, but should be in the near future. Bing touts the advertising advantages of UET as … [Read more...] about Bing Ads Announces Universal Event Tracking
Day-to-Day PPC Management: What to Ask Your Key Stakeholders and Vendors
Question #1: How do I measure performance? We’ve addressed setting goals and funding our program. Now the question must turn to “How do I measure performance?” 3 popular ways to measure PPC performance are: Platform Interfaces: All ad platforms provide a wealth of information. Traffic metrics such as cost, clicks, impressions, ad position, and cost per click can be … [Read more...] about Day-to-Day PPC Management: What to Ask Your Key Stakeholders and Vendors
The PPC Play Book
There are few things America loves more than Football. With football season approaching, I figured I would release a “PPC playbook” for lead generation. These top “plays” can increase the efficiency of your PPC performance, but always keep in mind that like in football, the same plays do not work for every team. I recommend implementing one play at a time, to measure … [Read more...] about The PPC Play Book
Discover Your Account Optimization Level In 5 Minutes
In over 10 years of honored AdWords PPC management there has always been a key question to answer, especially when taking over a direct response campaign targeting leads/sales. How optimized is this account? Or, in other words: how can I optimize this account to show improved results? Albert Einstein once said: everything should be as simple as it can be, but not … [Read more...] about Discover Your Account Optimization Level In 5 Minutes
5 Reports You Need For Understanding Dynamic Contextual Ads
Often new products come through Google and Bing and suddenly the PPC blogosphere is ablaze with chatter. Enhanced campaigns, extended sitelinks, Search Companions, Remarketing Lists for Search Ads, and scores more have been the subject of conversations over the past few years. A shortcoming however, is the follow up to these features. We know how to set them up, and why you may … [Read more...] about 5 Reports You Need For Understanding Dynamic Contextual Ads
Why Website Redesigns Impact PPC More Than You Think
It’s a common perception during new website builds or redesigns that search engine optimization (SEO) should be considered from the beginning. From keyword research to content creation, and through the user experience process, SEO needs to be addressed. However, questions surrounding how the new site will impact PPC efforts are rarely addressed. I often encounter three areas … [Read more...] about Why Website Redesigns Impact PPC More Than You Think
Morning Clicks: Google, Bing Make Big Updates, Bing Teams Up With Twitter, Acquisio
Morning Clicks is your mid-week roundup of digital advertising news and notes. We're your one-stop shop for the most relevant and important news in the PPC world. Grab your cup of joe and come see us every Wednesday morning. Google was busy with updates this week as you can now segment Brand terms in Analytics, segment performance by distance from a location, and reach the … [Read more...] about Morning Clicks: Google, Bing Make Big Updates, Bing Teams Up With Twitter, Acquisio
8 PPC Hacks You Should Be Using
Let’s face it: we could all use a little help. Today, I’m showcasing 8 PPC hacks that can help your campaigns flourish. You may know of a few of these already, but even if just one is new to you—you could really rake in the benefits! Ad Hacks Using Dynamic Keyword Insertion (DKI) or Dynamic Search Ads (DSA) will give you extra character space While the official limit on … [Read more...] about 8 PPC Hacks You Should Be Using
4 Reasons Your Mobile E-Comm Is Still Sucking (& How To Fix It)
When it comes to mobile e-commerce, we tend to go for the big flashy topics and metrics. But we don't always spend time actually looking into performance and identifying when it's working and when it's simply not. Today we investigate e-commerce from a mobile perspective and identify just you're doing (or not doing) that's causing your mobile e-comm to, for lack of a better … [Read more...] about 4 Reasons Your Mobile E-Comm Is Still Sucking (& How To Fix It)
The 10 Monthly Tasks Every Account Manager Should Be Doing
As Account Managers, it’s easy to get wrapped up in big projects, campaign buildouts, etc. and forget about smaller tasks that are essential to maintaining account health. Here we’ll go through some basic tasks and a few more advanced ones that you can (and should!) be doing to improve account performance. THE BASICS Search Query Reports It’s worthwhile to take a peek at … [Read more...] about The 10 Monthly Tasks Every Account Manager Should Be Doing
How Hero Conf Grew My Account by 500% Before I Even Attended
Just imagine if your boss told you that you had the opportunity for an all-expense paid trip to Austin, Texas to attend Hero Conf. All you had to do was pick a single client and have the best month-over-month percentage growth in five different key metrics: average cost-per-click, total clicks, click-through-rate, cost-per-lead, and conversion rate. Which client would you use? … [Read more...] about How Hero Conf Grew My Account by 500% Before I Even Attended
