Sometimes, the idea of testing in PPC accounts can get a little dicey. What can you test? What makes for a valid test? Is a significant test always valid? What “untestable” factors might influence performance? To most positively affect the return your tests will offer, it’s important to both plan your tests carefully and to understand the various interactions of factors beyond … [Read more...] about Statistical Validity Is Leading You Astray
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Creating Image Ads with The Adwords Display Ad Builder
Have you mastered the art of creating and optimizing search campaigns? Are you looking for additional ways to generate traffic and leads? If so, then the display network is a great place to start. Google Adwords Display Network So what is the display network (previously known as the content network, and honestly, I’m still trying to get used to the name change)? It is the … [Read more...] about Creating Image Ads with The Adwords Display Ad Builder
Our Greatest Hits For December 2010
The page views have spoken! Below we have gathered PPC Hero’s four most visited, and hopefully most valuable articles from December. Whether you’re a new or long-time subscriber, you may have missed these insightful and helpful PPC management tips. For the second month in a row, Jen has taken first place! This time, her post discusses how to utilize Google's product … [Read more...] about Our Greatest Hits For December 2010
How-To for Google Display Conversion Optimizer Setting
I love how Google Adwords continues to change to provide additional tools and settings to help optimize my accounts. While there are times I get frustrated with the content change (still not happy about the disappearance of all of the reports on the reports tab), overall Google has a lot of helpful tools and features not offered by the other search engines. One somewhat recent … [Read more...] about How-To for Google Display Conversion Optimizer Setting
PPC News Roundup for December 31, 2010
Do you regularly use analytics to make decisions about account performance? If not you might want to become familiar as the analytics industry is growing and maturing. Garry Przyklenk of Search Engine Watch has written a post taking a look at the growing importance of web analytics in 2010. The goal of using analytics has shifted from spitting out reports with as much data as … [Read more...] about PPC News Roundup for December 31, 2010
AdWords Ad Extensions: An Overview
If you’re not leveraging Google’s expanded ad formats, you may be missing out on valuable traffic and conversions. Especially for local businesses, businesses with several different products or services with their own landing pages, and e-commerce businesses, these extensions can add significant relevance (and likely value) to the relationship between a searcher and your ads. … [Read more...] about AdWords Ad Extensions: An Overview
PPC Last-Minute Holiday Promotions: Ad Text and Landing Page Best Practices
Last week, Jen discussed how to utilize Google’s Merchant Center to make your ecommerce PPC campaigns stand out this holiday season. Now that you have your product extensions and product listing ads set up, what else can you do in the closing days of the holiday season to really make your products and company stand out. With a few last-minute creative promotions in addition to … [Read more...] about PPC Last-Minute Holiday Promotions: Ad Text and Landing Page Best Practices
Dynamic Landing Pages
As a common rule of thumb, all pay per click accounts should have landing pages specific to each theme, product, or service. The more specific a landing page is, the more likely it is that the visitor will convert. Think of it this way, the landing page is the hook on the end of your line. You can bait them with the ad text all day long, but if you can’t hook ‘em and … [Read more...] about Dynamic Landing Pages
PPC News Roundup for November 26, 2010
The end of the month can cause frustration or joy for PPC managers as we see how close we are to meeting monthly goals. Adwords offers us many different tools we can use to help lower costs and increase clicks and conversions, but which ones work the best? David Iwanow of Search Engine Journal has written a post about his experience using different costing methods in Adwords. … [Read more...] about PPC News Roundup for November 26, 2010
Getting serious about ad continuity on the landing page
When it comes to ad continuity on the landing page we often think of keyword match. Are the actual words you’re using in your ads being displayed on the landing page? And that’s a good start. However, when it comes to increasing conversion rates beyond “average” (~4% according to sources like MarketingSherpa and FireClick) we should be thinking beyond just keyword match and … [Read more...] about Getting serious about ad continuity on the landing page
PPC News Roundup for October 29, 2010
Black Friday in July? Target and WAL-MART led the way a few months ago with a trend that’s popped up, in light of the current economy of course. Geoffrey Shenk with Search Engine Land says if you think it’s too soon to shop online for the upcoming holidays…well…you’re wrong. Shenk notes that in 2009 online retail sales shot up 51%, and this trend is expected to continue. He … [Read more...] about PPC News Roundup for October 29, 2010
The PPC Audit: Rewards for a Critical Eye
You might be a small business owner, new to search engine marketing, and questioning the effectiveness of your initial PPC account structure. On the other hand, you could be an experienced PPC professional needing a new perspective on an established account. Without a doubt, the needs of these two PPC extremes may be entirely opposite. The PPC beginner could simply need … [Read more...] about The PPC Audit: Rewards for a Critical Eye
