Jacob Brown

  • Bring Some Organization to Your PPC Account Audits

    August 10, 2017 So, you got an account to audit. Where do you begin? There are a lot of details to research and discover in an Adwords account alone that you need to dive into to help the client reach their goals. But how do we get to the point where we have our laundry list of suggestions? Step 1: Ask the current manager of the account the right questions Current Manager ...

    Jacob Brown/ PPC Hero- 12 readers -
  • Using A Reverse Classroom Approach To Training

    July 12, 2017 The reverse or flipped classroom approach is becoming a more commonly used strategy in the education world. The concept of this approach is to take the lecture setting out of the classroom and onto a student’s computer – and projects and “homework” away from home and into the classroom.

    Jacob Brown/ PPC Heroin Paid Search- 11 readers -
  • Training The New Generation Of Digital Marketers

    May 25, 2017 Humans now have a shorter attention span than goldfish. In 2015, there was a study conducted by Microsoft on the human attention span. The study showed that the average attention span of 12 seconds had slowly been declining down to 8 seconds since 2000. In comparison, scientists have studied goldfish in the past to have 9-second attention spans.

    Jacob Brown/ PPC Heroin Paid Search- 21 readers -
  • Using Supermetrics To Report PPC Projected Lag Revenue

    April 25, 2017 Do you ever wonder why your Analytics revenue for the month is higher than your AdWords revenue during the same time period? Wouldn’t AdWords be more likely to give itself credit? What is more than likely occurring in this situation is that Analytics is attributing revenue to the current month from clicks that occurred last month, while AdWords attributes that revenue back to t.

    Jacob Brown/ PPC Heroin Paid Search- 19 readers -
  • Be Smart In 2017: Use Seasonal Budgeting

    January 19, 2017 What’s your 2017 budget? That’s the question everyone was trying to figure out in the marketing world over the past 2-3 months. A lot got the answer and split the budget up evenly across 12 months and went forward with the year. Others segmented the year into quarters and budgeted on a quarterly basis. Some segmented the budget down to the month.

    Jacob Brown/ PPC Heroin Paid Search- 22 readers -
  • Are You Thinking Of Account-Wide Goals? Let’s Change That Mindset

    November 29, 2016 Does a conversation like the one below sound familiar? Agency: What goals should we be targeting for this account? Client: Um, we typically shoot for a $100 CPL, but what do you think we should be targeting? So much goes into determining goals – and by no means should the goal stay constant across an entire account (in most cases).

    Jacob Brown/ PPC Heroin Paid Search- 19 readers -
  • Seasonal Bidding Methods: Holidays Already?

    October 19, 2016 Happy Holidays everyone! Well, that may be a bit premature, but not in the advertising world where the preparation for the largest sales days of the year begins early. With the holidays coming up, it is only right that we begin speaking to seasonality and how to bid differently based on seasonality.

    Jacob Brown/ PPC Heroin Paid Search- 14 readers -
  • Should You Be Creating Device Specific Campaigns?

    September 21, 2016 Back in August, it was announced that Google would allow device bid adjustments on computers and tablets, and not just on mobile devices. With this announcement came the capability to segment campaigns once again by device. But creating new device specific campaigns is a lot of work and can potentially overcrowd your account.

    Jacob Brown/ PPC Heroin Mobile- 10 readers -
  • Get Critical Funnel Insights With The Top Paths Report

    August 11, 2016 Within AdWords there are multiple sections that allow you to see which areas of the account are contributing to sales, and not just directly, but somewhere along the line as users go through the buying process. To me, the best tool we have available in AdWords to view buying cycles is the Top Paths report. This report can be found under “Tools > Attribution > Top Paths.

    Jacob Brown/ PPC Hero- 17 readers -
  • Are You Maximizing Your Revenue? Impression Share Reporting in Excel

    Lost Impression Share Due to Rank – The estimated percentage of impressions on the Search Network that your ads didn’t receive due to poor ad rank. This seems to be a very important metric. Especially when talking about the top performing keywords in your account. So, why is it so underutilized? A lot of the paid search community has appeared to put all their eggs in the ...

    Jacob Brown/ PPC Heroin Paid Search- 44 readers -
  • Automate And Manually Change Bids With Excel

    You are at an event with old friends, and you (a PPC Specialist) are asked: “what are you are doing these days?” You reply: “I do online advertising through search engines such as Google.” The response back always seems to be something like, “So, what exactly does that entail”. If you do not want to get into all of the details that go into paid search advertising, the ...

    Jacob Brown/ PPC Hero- 8 readers -
  • Quick Keyword Tool In Excel

    Do you have an idea as to what your keywords should entail for you AdWords account, but want a quick way to come up with your list? A simple Excel formula can help with that. The first step is getting a grasp on what keywords will garner quality traffic. There are multiple keyword tools available to help with this type of research.

    Jacob Brown/ PPC Heroin Paid Search- 5 readers -
  • Account Structure and Reporting in Excel

    In late October I wrote an article about a template I created in Excel for account build outs and creating an organized paid search account. I emphasized that building out accounts in an organized manner helps with reporting and ease of optimizations. How does this organization help with reporting? Let’s dig back into Excel to show how reporting can be done easily with a c ...

    Jacob Brown/ PPC Heroin Paid Search- 15 readers -
  • 4 More Unique Solutions PPC Agencies Offer

    Not every account requires the same solution, but how do you know which PPC program is right for you? Last week our team explored the topic of selecting the right agency, and now it’s time to outline more ways you could work with that agency. Ongoing Retainer This theme will be present a few times throughout this list, but it’s important to consider utilizing ongoing or re ...

    Jacob Brown/ PPC Heroin Paid Search- 2 readers -
  • New Reporting for Dynamic Sitelinks Coming to AdWords

    In late July, Google announced the launch of “Dynamic Sitelinks”. This announcement means that ads are eligible to have automated sitelinks on them where Google sees fit. Previously, only those with access to the “labs tab” were able to find data when automated sitelinks were available. This information was found under “annotations” in the labs tab.

    Jacob Brown/ PPC Heroin Paid Search Google- 14 readers -