brett middleton

  • How do our biases impact PPC performance?

    I’ve come to believe that the essence of PPC management can be boiled down to two things: Never let one thing (keyword research, bid management, A/B testing ad copy and so on) take up so much of your attention that you let something else slip. What you did yesterday probably needs to be changed, and failing to adapt your methodology is as bad as having an empty “Change History” log.

    Marketing Landin Paid Search How To's- 17 readers -
    Earlier about the same topic:
  • How do our biases impact PPC performance?

    I’ve come to believe that the essence of PPC management can be boiled down to two things: Never let one thing (keyword research, bid management, A/B testing ad copy and so on) take up so much of your attention that you let something else slip. What you did yesterday probably needs to be changed, and failing to adapt your methodology is as bad as having an empty “Change History” log.

    Search Engine Landin Paid Search SEO Google How To's- 16 readers -
  • How should your ad budget impact campaign building?

    Everyone running a PPC account typically has a budgeting question they are trying to figure out. For those with a tighter ad budget, the question becomes, “How do I get the most leads for this limited amount of spend I have?” Larger accounts run into their own problems; finding points of diminishing returns and making small gains in efficiency while maintaining spend levels ...

    Search Engine Landin SEO Google How To's- 15 readers -
  • 3 things every PPC beginner needs to try

    Starting to manage PPC isn’t easy. You make your first campaign, get some traffic, maybe even get your first conversion. Then you realize just how much there still is to learn! Following are three recommendations for every PPC beginner to try. 1. Make use of the Search terms report One of the biggest mistakes a new PPC practitioner can make is a lack of strong keyword targeting.

    Marketing Landin Google- 9 readers -
    Earlier about the same topic:
  • 3 things every PPC beginner needs to try

    Starting to manage PPC isn’t easy. You make your first campaign, get some traffic, maybe even get your first conversion. Then you realize just how much there still is to learn! Following are three recommendations for every PPC beginner to try. 1. Make use of the Search terms report One of the biggest mistakes a new PPC practitioner can make is a lack of strong keyword targeting.

    Search Engine Landin Paid Search SEO Google- 12 readers -
  • The 3 types of remarketing you should be trying

    When creating your remarketing audience in Google Analytics, it’s all too easy to slap together an “All Users” audience, or take it one step further to “All Users (exclude converters).” But what are you missing out on when this is the extent of your remarketing efforts? Following are three very tangible methods you can use in your AdWords account to make your remarketing eff ...

    Marketing Landin Display Google Retargeting- 19 readers -
  • Broad match: What is it good for?

    Walk into any bar (or type your way into any digital space) where PPC people are gathered, and you will find a thousand different methods for using the different match types available when adding keywords into your campaigns. None of them are inherently wrong — ultimately, it’s the results that matter.

    Marketing Landin Google- 8 readers -
    Earlier about the same topic:
  • Broad match: What is it good for?

    Walk into any bar (or type your way into any digital space) where PPC people are gathered, and you will find a thousand different methods for using the different match types available when adding keywords into your campaigns. None of them are inherently wrong — ultimately, it’s the results that matter.

    Search Engine Land- 7 readers -
  • SEM ad copy tips that you may find scary

    Writing ad copy for your AdWords campaign typically is a process that unfolds something like this: Identify keywords and user needs. Write copy that speaks to both. Make small tweaks and A/B test over time. This is exactly how we end up with search results that look like this: While these ads are not exactly the same, they’re similar enough to be more or less indistinguishab ...

    Marketing Landin Paid Search Google- 6 readers -
    Earlier about the same topic: