Rachael Law

  • 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- 9 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- 9 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- 6 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- 11 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- 20 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- 12 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- 5 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- 4 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- 6 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- 4 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- 1 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 -
  • Understand The Economics Behind Your Client’s Business

    Sometimes while working at a PPC Agency, we tend to forget the bigger picture of our clients’ businesses. The beginning of a client/agency relationship often follows this process: Introduction and familiarization with the paid search accounts Nailing down a paid search goal(s) Understanding the business as a whole and how PPC fits in This process is a great start, but we need to go further.

    Rachael Law/ PPC Heroin Paid Search- 4 readers -
  • What I Learned During My First Year in PPC

    My 1-year anniversary at Hanapin is this month, and what a year it's been! From the ten-week training program, to getting my first client, to my first on-site client presentation, it has been a rollercoaster. I've been reflecting a lot lately on everything I've learned (which has been a lot). Not only the ins and outs of PPC, but soft skills like internal and client communication.

    Rachael Law/ PPC Heroin Paid Search- 14 readers -
  • Segmentation By Keyword Match Type: A Case Study

    Keyword match types are an integral part of how you decide to set up your accounts. Typically this decision is a matter of what the account manager prefers. We wanted to dig a little deeper and get some numbers behind different structure breakouts. We took a look at ad group breakouts by match type and ones without by testing different segment types in two AdWords accounts.

    Rachael Law/ PPC Hero- 12 readers -