michael knight

  • 3 Ways To Improve B2B Lead Quality

    June 26, 2017 Working towards lead quality is always a work in progress, but there are some specific ways we can improve the quality of leads. Cassie wrote a post in 2014 that gave 5 tips to help lead quality through broadening targeting options. In this post, we will focus on ways that may drop lead volume, but boost our main goal of “quality over quantity”.

    PPC Hero- 13 readers -
  • Use These Competitor Tools To Improve Results Through Competitor Insights

    May 31, 2017 Competitor insights are a key part of how we can improve performance and spike conversion rates. This happens through using a multitude of tools and data insights to form a summary about a specific set of competitors that are directly influencing change in SERPs or ad performance. In today’s post, we will visit just a few of the top tools we can use to show va ...

    PPC Heroin Display- 16 readers -
  • 10 Alternatives To Google AdWords

    April 28, 2017 2013 original post was brought to you by PPC Hero Ally Aleh Barysevich. Aleh is Marketing Director at Link-Assistant.com, the maker of SEO and social media software. The company’s flagship products include SEO PowerSuite and BuzzBundle. You can catch him on his Google+ here. ——————– Google AdWords has been the leading PPC network for the last 15 years becau ...

    PPC Heroin Social Paid Search Display Google- 18 readers -
  • Google’s Update To Close Variants: 3 Ways To Combat Even Less Exact Match

    March 30, 2017 In the latest update of Google’s exact match variants rule, the engine is taking even more liberties as to what triggers an exact match keyword. Google states that words will only be added or varied if it does not change the meaning of the keyword. Now, obviously, whether the meaning changes or not, it does not fix the fact that exact match keywords as we know ...

    PPC Heroin Paid Search- 17 readers -
  • Bidding in a Mobile Centric 2017

    February 23, 2017 In early February, I hosted a Hanapin Marketing Webinar about the State of Mobile in 2017 and discussed numerous mobile changes and details to help take our mobile strategies to the next level. Since that discussion, I have continued to strategize on how I can improve results with the ever-changing landscape of mobile and desktop advertising over the past few years.

    PPC Heroin Paid Search Mobile Google- 20 readers -
  • Your End Of Year PPC Checklist: What To Audit Before 2017

    December 20, 2016 It is already almost the end of 2016. Sales are set, B2B and lead generation clients are ramping down due to vacations and seasonality, and it’s time to reflect on and prepare for the year to come. Like most years, we get to the end of December and don’t properly consider or review the mid-level and automated “set it and forget it” tactical items in our acc ...

    PPC Heroin Paid Search- 16 readers -
  • When You Need The Right Negatives Use Phrase Match

    Last month, I gave my point of view on phrase match and when to use in segmented campaigns when the value of the word order matters. This method is especially true for brand and even many non-brand terms. As another example, the term “affordable marketing” as a modified broad match keyword (+affordable +marketing) is going to have a search terms report that looks a lot differ ...

    PPC Hero- 2 readers -
  • When You Need To Have The Right Words Use Phrase Match

    October 27, 2016 In early 2014, I wrote a post at a previous agency that outlined the proper way of breaking out match types that I had started to implement with some fellow colleagues once enhanced campaigns came out the prior year. After the initial creation of these campaign types, I continued to optimize and create a larger strategy around match type segmentation includi ...

    PPC Hero- 14 readers -
  • How To Improve AdWords Remarketing Performance With Advanced Strategies

    September 28, 2016 Last month, I discussed how to advance your Display strategies with layered targeting, so I thought I would continue the series with how to improve remarketing performance through advanced strategies and layering. Remarketing has been a typical paid advertising strategy for a long time, but over the years, has been reshaped by new ad types, analytics int ...

    PPC Heroin Paid Search How To's- 26 readers -
  • 5 Ways To Improve Display Network Performance By Using Layered Targeting

    August 29, 2016 Display campaigns can be difficult when it comes to targeting the right audience. In fact, many campaigns end up utilizing a single main targeting type such as: Keywords Topics Interests/behavior through affinity or in-market segments Managed placements These are all great strategies, but can still leave the targeting broader than we would prefer.

    PPC Heroin Paid Search- 28 readers -
  • 3 Ways to Combat the New Laws of Close Variants

    The world of PPC is ever-changing, and the newest rules make it that much harder to be an effective advertiser. In this post, we will go over three ways to combat the new laws of close variants that are taking over PPC keywords. Background Google and Bing have allowed the use of close variants since early 2014.

    Search Engine Journalin Paid Search Twitter- 8 readers -