Jacob Fairclough

  • Projecting Future Trends In Your PPC Account

    Projecting an account’s trajectory is a vital skill for every account team. You can’t escape it. It comes up when performance is great and it comes up when performance is poor. Despite the demand for these skills and insights, it can be one of the scarier tasks. The uncertainty of accounting for everything makes it easy to doubt any method.

    Jacob Fairclough/ PPC Hero- 15 readers -
  • Extracting Text in Excel for PPC

    October 19, 2017 Working with text data is a necessary part of analysis but often overlooked in skill development. This leaves gaps in analysis and adds time and tedium to common tasks. Your ability to work and manipulate text greatly enhances your workflow and effectiveness. Splitting keyword, ad text, or campaign structure allows you to gain deeper insights and find new patterns.

    Jacob Fairclough/ PPC Heroin Paid Search- 19 readers -
  • Using Google Sheets as a Script Controller

    September 21, 2017 Today we’re going to use Google Sheets as a control center of sorts for AdWords Scripts. The Sheets interface allows users to make adjustments via a spreadsheet rather than through the code itself. This method not only makes changes easier to implement but empowers less technical users to harness the power of scripts.

    Jacob Fairclough/ PPC Heroin Paid Search Google- 14 readers -
  • Use AdWords Scripts To Update Negative Placements

    July 21, 2017 Display ad inventory includes great sites and plenty of terrible ones. As a result, advertisers continue to push for greater control over where their ads show. Avoiding ads on low quality and offensive sites it more important than ever. The good news is that negative placements will assist us in this endeavor.

    Jacob Fairclough/ PPC Heroin Paid Search- 19 readers -
  • Finding Seasonality in Your PPC Accounts

    June 27, 2017 Seasonality as a topic is often used as a substitute for holiday talk. As in we expect more sales due to seasonality in the winter holiday months. While helpful this concept can lead you to overlook the variances in performance across the year. This will throw off any forecasting or analysis project you work on.

    Jacob Fairclough/ PPC Heroin Paid Search- 15 readers -
  • Tracking Click Events In Google Tag Manager

    June 7, 2017 Google Tag Manager makes tag placement simple. Many users utilize GTM for placing conversion tags but you can track many other page elements as well. In this article, we’ll tackle a scenario in which we track click events on a webpage. Tracking click events is helpful for sites that don’t have separate confirmation pages.

    Jacob Fairclough/ PPC Heroin Google- 16 readers -
  • How To Migrate To Google Tag Manager

    April 26, 2017 Google Tag Manager (GTM) is a useful tool for organizing and maintaining your digital marketing tags. It provides a centralized platform for managing tags and events outside of the site’s source code. It makes it a fantastic resource for marketers. It can help them implement tags on their own without relying on limited developer resources.

    Jacob Fairclough/ PPC Heroin Google How To's- 21 readers -
  • How To Evaluate Your PPC Ad Rotation Settings

    March 28, 2017 Ad rotation is one of the forgotten settings. Everyone has a preference, “always rotate indefinitely” or “always optimize by conversions” but the chosen settings often reflect the manager’s default preference rather than the settings utility. Rather than a preference, the setting should be used as a tool and subject for further analysis.

    Jacob Fairclough/ PPC Heroin Paid Search How To's- 16 readers -
  • 3 Ways To Segment PPC Keyword And Query Performance

    December 28, 2016 Basic metrics tell the story of paid search performance but what if you want to dig deeper? You’ll need to go beyond the basic segments and reports. Segmenting data in new ways reveals new stories and allows you to leverage new insights. You can find new targeting opportunities, a new direction for your messaging, or the impetus to finally break a set of ...

    Jacob Fairclough/ PPC Heroin Affiliate Paid Search- 32 readers -
  • How To Utilize Excel Data Tables For Better Projections

    September 8, 2016 We’ve all been in a situation where we needed to see the results of an equation based on a range of values. Maybe it was “what if we spent X amount or Y amount” or “what are the potential impacts of another ad test?” Calculating by hand is slow and cumbersome. Thankfully, data tables allow you to quickly compare values and run calculations multiple times.

    Jacob Fairclough/ PPC Hero- 12 readers -
  • How To Get More Out Of Excel Solver

    July 18, 2016 Excel Solver is a fantastic tool, but most examples only cover the simple marketing use cases. Leaving the advanced usages to your imagination with no clear path forward. In this post, we’ll cover the next steps of enhancing your models and then cover how to automate the process. The post focuses on the more technical aspects of Excel but will remain fully accessible.

    Jacob Fairclough/ PPC Hero- 21 readers -