With impression share reporting changing a bit this week, there’s no better time than now to revisit the ins and outs of the metric and how it works! Odds are pretty good that your PPC accounts are not reaching their entire potential audience, but how do you know how much you’re missing? More important than that, how do you increase the pool you’re reaching? The key here is … [Read more...] about Measuring & Improving Lost Impression Share
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2 Display Tactics To Increase Sales Volume For Direct Response
Display is a big, scary ocean of impressions. Like this: For an account that's measured on direct response, and probably ROAS: that's terrifying. How are you going to sail your way through the choppy waters and avoid Cthulhu monsters to find your conversions while maintaining ROAS? Here's three tactics for your Display efforts that will help! 1. Dynamic Display … [Read more...] about 2 Display Tactics To Increase Sales Volume For Direct Response
5 Reasons to Start Bidding on Branded Terms (If You Aren’t Already)
As we start to wrap up 2012, I wanted to take some time to publicly address a question and concern that popped up rather often this year: bidding on branded terms. I know there are believers that this strategy is a waste of marketing budget and I understand where they’re coming from. That said, I also feel like the data and research that has been published over the last year or … [Read more...] about 5 Reasons to Start Bidding on Branded Terms (If You Aren’t Already)
The Importance of Site Speed for PPC
There’s been a lot of talk about site speed in the past year or so and I thought it would be a good time to look into the impact it’s had on some of my accounts. Over the past few weeks I’ve been helping my clients look into their average page load time and see if we can discover any ways to speed things up as part of a general site audit and quality score review. The … [Read more...] about The Importance of Site Speed for PPC
Strapped For Cash? Here are 13 Optimization Tips For Managing Low-Budget PPC Accounts
I’m sure most of you had thoughts about managing what you would consider being a dream account. You know, a high-spending client that generates tons of sales with CPA inline. Heck, maybe you even access to a full landing page design and backend development team who are awaiting orders. Unfortunately, this just isn’t realistic for those of us who work with smaller accounts that … [Read more...] about Strapped For Cash? Here are 13 Optimization Tips For Managing Low-Budget PPC Accounts
Audit Your Account With Wordstream’s AdWords Grader
You know you should audit your account, right? Whether it's a new account you've just taken over or one you've been managing for years, a comprehensive, holistic analysis can always turn up new insights to help you push your PPC performance to new heights. We've already written about the myriad benefits of a PPC audit (and what not to do). We've held webinars and had Q & … [Read more...] about Audit Your Account With Wordstream’s AdWords Grader
Ho-Ho-Holiday Landing Page Optimization For Mobile
With the holiday season well under way, it becomes increasingly important for online advertisers to ensure that all of their ducks are in a row. Additionally, when you add in the ever-changing behavior of online consumers year after year, proper preparation becomes even more difficult. Now, assuming you’ve already planned out your holiday bid, budget, keyword and ad copy … [Read more...] about Ho-Ho-Holiday Landing Page Optimization For Mobile
Top PPC Tips For Local Businesses
Here’s the deal – you want PPC to power your business, but you offer a product or service that can only cater to the local community. What options does that leave you? There are really two things I want to focus on – the first is making sure your PPC is as awesome as it can be, and this comes from taking advantage of all the tools and tricks available to you as a local … [Read more...] about Top PPC Tips For Local Businesses
Who Are The Others? Google’s Frustrating Search Term Report
Do you ever feel like Google aren't telling you everything? Much like Jack Shephard in ABC’s hit TV show Lost, PPC folk have to spend a lot of time wondering about ‘the others’. I’m of course referring to this little gem from the ‘see search terms’ report: You can also find it happily in the Placements report: So what gives? What is Google not telling you about … [Read more...] about Who Are The Others? Google’s Frustrating Search Term Report
Misleading PPC Competition Metrics: A Case Study
This week, the PPC Hero series team has been uncovering various ways PPC numbers may be slightly skewed or just downright inaccurate (AdWords vs. Analytics data, Google Display placements, etc.). But how can misreported data hurt you from a competitive research standpoint? Competitor research is a portion of account management that must be taken seriously and revisited often, … [Read more...] about Misleading PPC Competition Metrics: A Case Study
Using Campaign Trends to Write Better PPC Ads
Campaign type is one of the most important things to keep in mind in your ad testing. Calls to action, benefits, punctuation and so much more should all get tested in your account in one way or another (Kayla has a great list here), but the results of each of these tests will vary wildly even within the same account based off of what type of targeting you’re using. I’ve been … [Read more...] about Using Campaign Trends to Write Better PPC Ads
Going Beyond AdWords: How to Use Niche Ad Networks
Sites like Bing, Google, and even Facebook have done a great job making advertising available for everyone. There is huge potential in all three of them for profit, if done correctly. The big ad networks are nice because people recognize the names, they’ve heard stories about people who have gotten rich off of AdWords, and they are stable. These big players are a big part of … [Read more...] about Going Beyond AdWords: How to Use Niche Ad Networks
