I recently co-authored an eBook with Elisa over at Wordstream called “Tricks to Get the Click: 10 Ad Text Best Practices.” While writing it the one thing that stood out the most was the need for a systematic ad testing process. I’m talking beyond just a system for picking winners. I am talking about a system for planning out what to test, when, for how long and how to use what … [Read more...] about Ad Testing Plan for the Professional Ad-(wo)man
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Analyze Your Account in Minutes With Excel
This week, we've been focused on giving you all kinds of tips and tricks with Excel to help you build out your accounts. Kayla showed you how to use Excel to estimate new account performance. Sean showed you how you can use Excel to find the best budgets for your campaigns. Dave showed you some quick tips with Excel filters to quickly structure your keyword … [Read more...] about Analyze Your Account in Minutes With Excel
5 Excel Time Savers For PPC Ad Writing
For the next edition of our Excel for PPC series, I'd like to show you some cool tricks I use for Excel when writing ads. 1. Use Ad Groups as Ad Titles For this to work, you need to structure your ad group to describe perfectly what you're selling or advertising. Like, if I'm selling coffee mugs, and I decide to make an ad group for every color. So, my ad group will be … [Read more...] about 5 Excel Time Savers For PPC Ad Writing
Have Close Variants Increased Your Leads by 55 Percent?
In May of this year Google announced new matching behavior for phrase and exact match keywords. It seemed like a boon for search volume at the time, and now that a few months have passed we can further evaluate the effect of this change on your accounts. This is all assuming that they’re turned on for your campaigns to begin with. Accounts were automatically opted into them, … [Read more...] about Have Close Variants Increased Your Leads by 55 Percent?
Targeting the Messaging: An Ovation TV Case Study
My wife is a former professional dancer and a huge fan of So You Think You Can Dance. In other words, she’s the perfect prospect for a new TV Show centered around professional dancing. that’s been created by the producers of So You Think You Can Dance, and an obvious target of this ad which showed up on her Facebook page: Unfortunately, this Facebook ad fails to tap into … [Read more...] about Targeting the Messaging: An Ovation TV Case Study
Ignoring It Won’t Make It Go Away
The sticking point on a pitch -- you know, the part that might kill the deal or that drives some customers away -- that part doesn’t go away when you ignore it. This is obvious in face to face sales because if you try to ignore it, the customer will bring it up as an “objection.” That’s why sales training specifically addresses “objection handling.” But in PPC copywriting … [Read more...] about Ignoring It Won’t Make It Go Away
6 Quick PPC Insights, Fixes and Tests
PPC accounts can get sideways fast. There also isn’t always the time to dig into the problem at the exact moment that they issue is realized. These are 6 tips that can be used to quickly find a problem or to at least put a good effort forward to improve performance while you are finding the time to dive deeper into the account. 1. Find Trouble Spots with Specific Keywords … [Read more...] about 6 Quick PPC Insights, Fixes and Tests
54 Conversion Rate Optimization Tips To Improve Your PPC Campaigns
For the final installment of our conversion rate optimization and landing page series we’ve tried to bring together as many tips and tricks as we can! Testing Methodology 1. Don’t test for testing’s sake! Always have a hypothesis about what you think will improve your conversion rate and why. There are a million different things you can change – you’ll make the biggest … [Read more...] about 54 Conversion Rate Optimization Tips To Improve Your PPC Campaigns
Leveraging Analytics Goals & Reporting Features To Improve Conversion Rates
Making the right moves can be difficult without the data. Perhaps this is why we thrive off intuitive interfaces and data-packed spreadsheets on a daily basis. When it comes to conversion rate optimization, however, this requires specialized tools and reporting features beyond what AdWords alone can offer. Fortunately, Google Analytics offers up several powerful measurement and … [Read more...] about Leveraging Analytics Goals & Reporting Features To Improve Conversion Rates
Heroview – PPC Account Structure & Organization
Organization in PPC is essential! Today our Heroview focused on just that: PPC account structure & organization. Cassie Allinger (@CassieAllinger), a Sr SEM Strategist at @dealerdotcom, pulled back the curtain on her organization and account structure techniques & showed us how it's done! Welcome to today’s Heroview, everyone! Real-time interviews featuring PPC experts … [Read more...] about Heroview – PPC Account Structure & Organization
How To Set-Up Analytics Funnels & Use Them For Conversion Rate Optimization
If you have more than one page in your check-out process, then you should be tracking user behavior through that process. Having data showing what people are doing in your check-out process can assist you in identifying where to focus your conversion rate optimization efforts. To demonstrate my point, I'll be using a real life client example. The names have been changed to … [Read more...] about How To Set-Up Analytics Funnels & Use Them For Conversion Rate Optimization
Engaged CRO: A 5-Step Plan for Full Client Support
I’m of the opinion that it is not hard to convince your client of anything, if it’s forwarded with: “this will get you more leads/make you more revenue.” However, as soon as the word “test” gets thrown in the mix, even when goals are on target, things have been known to screech to a halt. So if the client is happy with performance and you’re hitting goals, how do you convince … [Read more...] about Engaged CRO: A 5-Step Plan for Full Client Support
