Most of the time, we inherit PPC accounts from new clients or when we take on new positions as in-house managers. I’ve been in the industry for nearly four years, and I have yet to take on a client that came to us with no account. Naturally, we all like things organized a little differently. Some of that is just preference, but some differences in organization can really have … [Read more...] about Making The Case For An Account Restructure
Search Results for: match type segmentation
Reviewing Negative Keywords In Light of Recent Changes
With the recent AdWords close variant update, now is a good time to review your negative keywords. It is also prudent to review the rules of negative keywords and ensure they are working correctly in your accounts. If you are interested in seeing more data on the issue see Sam Owens post on the topic. The Anatomy of Negative Keywords Negative keywords are used to block … [Read more...] about Reviewing Negative Keywords In Light of Recent Changes
PPC Roundtable – AdWords Close Variants
As we end series week we'll be looking at a once optional feature that will now be mandatory. If you haven't heard, AdWords will soon be removing the option to exclude exact and phrase match keyword variations. This impending update has caused much stir in the PPC community. We asked our authors what they think of the change. What are your thoughts on Google's decision to … [Read more...] about PPC Roundtable – AdWords Close Variants
5 Strategies For Dealing With Restricted PPC Budgets
We’ve all seen it: the little orange text saying, “limited by budget” next to your campaign. The red alert that Google uses to say, “hey, you’re limiting your campaigns!” Unfortunately, we can’t always choose when we can open budget up, and we aren’t always able to expand budgets even when performance is great. These 5 strategies will help you make the most of these … [Read more...] about 5 Strategies For Dealing With Restricted PPC Budgets
The Ultimate Guide to Audiences in Google Ads
Audiences are at the core of successful Google Ads campaigns. They allow you to go beyond targeting keywords and focus on who you're advertising to. By using audiences, you can show relevant ads to people who are most likely to convert by clicking, engaging, or making a purchase. This guide will walk you through what audiences are, the different types available, and how to use … [Read more...] about The Ultimate Guide to Audiences in Google Ads
How Automation will Reshape the Role of the PPC Manager in 2025
The role of the PPC manager in 2025 will be markedly different from when I first stepped into it back in 2006. At that time, nearly everything was manual. Conversion tracking, as we know it today, was almost non-existent. While some rudimentary forms of tracking were available in-app, they lacked the integration and precision modern systems offer. Automation, which now drives … [Read more...] about How Automation will Reshape the Role of the PPC Manager in 2025
Google Ads or Microsoft Ads?: Which Platform Wins for Your Advertising Goals?
When it comes to digital advertising, the opportunities are endless with Google Ads and Microsoft Ads. Both platforms offer exciting possibilities for reaching targeted audiences and driving conversions. Whether your goal is for broad exposure or niche targeting, each platform offers distinct advantages that can significantly boost your marketing efforts. Google Ads at a … [Read more...] about Google Ads or Microsoft Ads?: Which Platform Wins for Your Advertising Goals?
What I learned managing a $100M+ Paid Ads Budget at eBay
$150 million dollars can buy you a lot of things in this world. Maybe you fancy yourself a mansion in Bel Air. Maybe you prefer a private island in Thailand right next to the famous Phuket beach. Somebody, somewhere decided our team at eBay should spend that kind of money on Paid Search traffic, specifically on Product Listing Ads (PLA). While I might have preferred that … [Read more...] about What I learned managing a $100M+ Paid Ads Budget at eBay
The death of third-party cookies: How to future-proof your strategy for a cookieless world
The landscape of digital advertising is about to undergo a massive shift. Google's Privacy Sandbox initiative is phasing out third-party cookies. Currently, about 1% of Chrome users (around 30 million people) are already testing the new tracking protection feature, which limits access to third-party cookies by default. Google expects to fully phase out third-party cookies by … [Read more...] about The death of third-party cookies: How to future-proof your strategy for a cookieless world
Five Product Feed Fixes To Optimise Your Google Shopping Campaign
In the modern landscape of e-commerce, ensuring your products stand out against others is crucial. Millions of shoppers turn to Google Shopping on a daily basis. The ever-increasing competition within the market means the importance of a well optimised product feed is more important than ever. Despite that it's an area that campaign managers often overlook. There are many … [Read more...] about Five Product Feed Fixes To Optimise Your Google Shopping Campaign
The Ultimate Guide to Click Fraud – How to Detect Click Fraud.
Click fraud involves deceptive practices that affect campaign integrity and efficiency of digital marketing campaigns. It presents a significant challenge to online advertisers. Click fraud occurs when an individual, script, or program maliciously clicks on an online advertisement without any genuine interest in the offer behind the click. This deceptive practice … [Read more...] about The Ultimate Guide to Click Fraud – How to Detect Click Fraud.
Your Guide to Winning with Performance Max Campaigns
The first mention of Performance Max dates back to 2020, but it is still considered the new kid on the block for businesses and marketers alike. For many business owners, and especially eCommerce store owners, there has always been that search for the Holy Grail to simplify online advertising. With many options available, it was difficult for many to choose where to … [Read more...] about Your Guide to Winning with Performance Max Campaigns
