Within the Google Interface there’s a super helpful piece of information called the First Page Bid Estimate. This metric tells you, based on both quality score and competition for the exact match of your keyword (even for broad and phrase keywords), an approximation of where you should set your bid to ensure that you win as many auctions as possible to appear on the first page … [Read more...] about Stop Using Google’s First Page Estimates to Set Your Bids
Search Results for: competitors
How to work with Sensitive Data Accounts
What do you do when you are told by the ever-present Google that you can’t use remarketing lists or other audiences in your paid search strategies? You work with out a strategy and suggest that remarketing could help engage users who have been on your site but did not convert the first time around. You get the tag placed, the list is built, and then Google disables your list … [Read more...] about How to work with Sensitive Data Accounts
Competitor RLSA: Stay Top of Mind for Site Visitors
As PPC managers, we are always looking for ideas and ways to beat the competition. One way we do this is through competitor campaigns, where we bid on a competitor brand name to show ads in front of users who were not directly looking for our brand. This can drive visitors to our site over the competitor. These campaigns, most of the time, are used and known for brand awareness … [Read more...] about Competitor RLSA: Stay Top of Mind for Site Visitors
A Guide to Remarketing in the SteelHouse Advertising Suite
As digital marketers, we have a strong understanding of remarketing’s value. Our most successful competitors are taking advantage of remarketing opportunities in AdWords, DoubleClick, AdRoll or Criteo. But what happens when your site’s unique monthly visitor total is too low for Criteo campaigns to be successful? How about when Google or AdRoll policies become a roadblock? … [Read more...] about A Guide to Remarketing in the SteelHouse Advertising Suite
5 Lessons I’ve Learned (the hard way) in CRO
Approaching an anniversary commemorating the time I've spent in the glorious arena of conversion rate optimization under the umbrella of a stellar PPC agency (#8 on AdAge's Best Places to Work list), I wanted to take this small corner of the Interwebs to share a few key lessons with you all. Why? Because I am a doer. I learn by doing. Thus, I tend to make mistakes. It … [Read more...] about 5 Lessons I’ve Learned (the hard way) in CRO
5 Geocentric Tips to Invigorate Your Local PPC Ads
I've been working with local business clients for years, and I can't say that the challenges of geotargeting PPC ads haven't evolved over time. It isn't as easy as the classic David's Pizza TV Commercial, though we all wish it could be that fun (with great dance moves included.) As Google changed from "Google Places" to "Google My Business", making good use of those location … [Read more...] about 5 Geocentric Tips to Invigorate Your Local PPC Ads
The Future of PPC: 2018 and Beyond
We all want to be able to see the future, especially when it comes to the world of PPC. With the industry constantly changing, it’s easy to feel behind and like your competitors are one step ahead of you. But luckily, we have a panel of experts who are psychic - okay, maybe not psychic - but have been watching the trends and are excited to share their predictions for what is … [Read more...] about The Future of PPC: 2018 and Beyond
5 Simple Steps To Build & Maintain Rapport With Clients
In the digital marketing sphere it is so easy to get sucked into the data and feel that as long as the numbers align, then we’re doing everything that we can for our clients. Ultimately, we know that we have to build meaningful relationships with our clients if we want successful partnerships. But that's hard, especially if you're someone who feels more comfortable around pivot … [Read more...] about 5 Simple Steps To Build & Maintain Rapport With Clients
Why Brand Ad Campaigns Are Important
On occasions, clients ask if it is worth bidding on Brand when they show up in the #1 spot in Organic search. It is a great question, after all, it could potentially save money and allow for more budget to go to generic campaigns instead. My response, without hesitation, is yes. In fact, you should be bidding on your brand name in all engines for several reasons. We will … [Read more...] about Why Brand Ad Campaigns Are Important
4 Tips For Troubleshooting PPC Performance
“Why is PPC performance so different from August to September?” These are the kinds of questions, that left unchecked, can send me into a bit of PPC whirlwind. My instinct is to jump to the “what”. What we will do to fix the problem. That feels easier than sifting through columns of data, trying to piece together a story. So, if you, like me, are unsure of where to start, … [Read more...] about 4 Tips For Troubleshooting PPC Performance
Why Every PPC Specialist Should Experience Client Facing Roles
As PPCer’s, our best asset is being able to drive trackable advertising performance for companies and clients. We learn our industry, adapt to changes, hone our skills and expand our knowledge of the array of tactics to deliver the best results. We learn processes, “hacks” and ways that work for us across a multitude of clients. However, what I have learned over the years is … [Read more...] about Why Every PPC Specialist Should Experience Client Facing Roles
Creative Ways To Manage Multiple Brands In Auction
It is easy to bid against your competitors in the paid search auction. You can implement an automated bid strategy, like outrank or top of page. You can bid on competitor terms or target audiences that show an interest in your competitors’ brand. All can help to ensure that your brand is winning for the top spot against your competition. The difficult part of bidding and … [Read more...] about Creative Ways To Manage Multiple Brands In Auction
