Rachael Law

  • New PPC Account Analysis For Beginners

    March 14, 2017 Looking at an account that is unfamiliar to you can be daunting. There are many things to look at and so many reports to pull. How do you know what’s most important? This post will go through some of the common reports/analysis to pull when inheriting an account. Account Health Checkup / Learn The Lay Of The Land KPIs Key performance indicators (KPIs) are wh ...

    Rachael Law/ PPC Heroin Affiliate Paid Search- 12 readers -
  • Google Data Studio: Revisited

    February 13, 2017 Last year Google launched Data Studio in beta. We did a write up of our initial thoughts of the platform. While the idea behind it was good, there were some bugs that popped up here and there, especially when it came to adding data sources. You were also limited to only five reports with the free version. If you have more than a couple accounts to work with, this isn’t ideal.

    Rachael Law/ PPC Heroin Paid Search Google- 14 readers -
  • Prioritizing Your PPC To-Do List

    December 1, 2016 There are about a million things you could be doing in your PPC accounts right now. How do you sift through it all and decide what needs to be done, what should be done, and what can wait? Here we’ll go through some tips on how to prioritize your PPC to-do list and spend your time wisely. Gauging Account Impact vs.

    Rachael Law/ PPC Heroin Paid Search- 14 readers -
  • Why Your PPC Account Isn’t Living Up To Its Potential

    September 20, 2016 When a PPC account isn’t hitting goals, there can be any number of reasons why. The hard part is figuring out what’s going wrong. Other times, while performance isn’t necessarily bad, it isn’t what it could be. In these instances, there is a lot of opportunity to get the account running to its full potential.

    Rachael Law/ PPC Heroin Paid Search- 17 readers -
  • 5 Common Excel Issues And How To Fix

    August 18, 2016 Excel, while a fabulous tool for PPC, is not without its occasional hang-ups. In this post, we’ll go through some common problems, and how to fix them. To kick things off, it may be helpful to review Excel errors and what they mean. The Error The Meaning The Fix #NAME? Excel doesn’t recognize text in a formula Ensure your formulas are typed correctly, and th ...

    Rachael Law/ PPC Heroin Paid Search How To's- 12 readers -
  • Create Visually Appealing Reports With Google Data Studio

    July 20, 2016 When we talk about what tasks tend to eat up a significant chunk of time, reporting is surely mentioned. You find yourself slaving away day after day pulling numbers, calculating CPCs and CPLs, only to end up with a mediocre looking report. But wait. There has to be a better way. Let’s explore another option: Google Data Studio.

    Rachael Law/ PPC Hero- 15 readers -
  • Increase User Engagement For PPC Traffic

    For most PPC accounts, our focus is to gain revenue or leads. This gives us a (somewhat) clear idea of what kinds of optimizations to make and how we should run the account. However, for one account, the strategy shifted to boosting the quality of site visitors and user engagement. Using Google Analytics we came up with an action plan.

    Rachael Law/ PPC Heroin Paid Search- 27 readers -
  • Don’t Forget The Basics! Audit Your Account – A New Case Study

    As an Account Analyst, Account Managers usually come to me with some sort of problem. Sometimes it’s “I’d like to brainstorm strategy” and other times it’s “we need to improve ROAS as quickly as possible.” Not being the Account Manager gives me a fresh set of eyes on an account. I found in the past that when I was struggling with a problem on my own account, it was mainly be ...

    Rachael Law/ PPC Heroin Paid Search- 6 readers -
  • Take A Walk Down The Conversion Path With Google Analytics

    Google AdWords attributes each conversion back to the campaign that was last clicked before conversion. Even though you see that a conversion has occurred, you don’t get the whole story. It’s like reading the last page of a novel. You get the end result, but miss all the fun stuff in between the beginning and the end.

    Rachael Law/ PPC Heroin Google- 16 readers -
  • Use Google Analytics Custom Reports To Make Your PPC Life Easier

    Do you ever get frustrated with Google Analytics reporting for not having exactly what you want? I know the feeling. You want a column for cost and for each type of goal you have set up, but these don’t come in your standard reports in the interface. Or maybe you’re just ready to step up your analytics game to the next level (and subsequently expose your inner analytics nerd).

    Rachael Law/ PPC Heroin Paid Search Google- 12 readers -
  • Boomerang Conversions: Nurture Leads & Gain Repeat Customers With PPC

    Paid search is (mostly) concerned with gaining conversions. This is great and all, and definitely should be your main focus, but often times we forget about what happens after the conversion. Why is this important, you ask? For lead generation, most conversions will not immediately turn into sales. These leads have to be nurtured in order to become legitimate sales opportunities.

    Rachael Law/ PPC Heroin Paid Search- 6 readers -
  • From Zero to Hero: Measuring PPC’s Impact On Brand Awareness

    Question: When I say “tissue” what comes to mind? Answer: Kleenex What about “cheese crackers”? Okay, you get the point. These two brands have created awareness where you associate their brand immediately for a term (tissue & Kleenex have almost become synonymous). Brand awareness can make or break a business, and it’s something that is most often a focus for tradi ...

    Rachael Law/ PPC Heroin Paid Search Display- 6 readers -
  • Find Your Optimal Cost-Per-Click

    If you were to ask a PPC specialist which metrics are most important, most of them probably would not list cost-per-click (CPC) as one of them. While it usually isn’t something that is optimized in PPC accounts, it’s definitely something we should be aware of. This article will walk through the basics of the average CPC metric.

    Rachael Law/ PPC Heroin Paid Search Google- 10 readers -
  • Gain Insight Into User Intent With These Two Analytics Reports

    PPC Hero series week rolls on as we focus today on two key Google Analytics report. Make sure to check out all posts this week, including Carrie’s take on location extensions, Jacob’s view of the destination URL report, and Kayla’s look at how to use client service reports to improve retention. In paid search our first goal is to get people to the website.

    Rachael Law/ PPC Hero- 5 readers -
  • Cut Throat PPC: A Guide To Competitive Analysis

    When it comes to PPC advertising, I’ve never heard of a business that isn’t interested in what their competitors are doing. Your client might come to you and request a competitive analysis, and you might be wondering where the heck to start. Don’t worry, I’ll walk you through what to look at, how to make the comparisons, and what tools to use.

    Rachael Law/ PPC Heroin Paid Search Google- 9 readers -
  • Leverage Paid & Organic Results to Boost Traffic to Your Site

    We all know that paid ads appear above, to the right, and at the bottom of organic listings, and that the two most likely have an effect on each other. We also know that paid ads have the advantage of appearing at the top of the SERP, and we can easily measure performance by average position. In the PPC world we like to measure and analyze everything, but comparing organic stats vs.

    Rachael Law/ PPC Heroin Paid Search- 3 readers -
  • PPC Tips For The Software and Technology Industry

    Series week continues as we assess PPC management across different industries. Today, Rachael dives into PPC for the IT and Technology industry. In case you missed it, yesterday Matt discussed PPC for the legal space. The software and IT industry can be challenging in the PPC advertising space.

    Rachael Law/ PPC Heroin Paid Search- 4 readers -
  • What To Do When Your Display Campaign Loses Volume

    Display campaigns can be a great source of leads, but they can also be a bit tricky to control. Websites on the Google Display Network can change something about the content of their site, or which ad formats they allow to show on their site, causing a change in traffic for your campaign. So you’re running a display campaign that’s bringing in a substantial amount of leads.

    Rachael Law/ PPC Heroin Paid Search Google- 1 readers -