Advanced Ppc Strategies

  • 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…

    PPC Hero- 10 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…

    PPC Heroin Paid Search- 12 readers -
  • Measuring Conversions Post Converted Clicks: Help For The Lead Gen Advertiser

    … August 2, 2016 Last week fellow PPC Hero Emma Franks wrote a great article about Google’s decision to retire its converted clicks metric. The paid search industry has shifted away from strict adherence to a last click attribution model to more flexible models that consider the entire customer journey. Tracking this journey has led Google…

    Jeff Baum/ PPC Hero- 5 readers -
  • Leveraging Analytics For Remarketing: Picking The Ripest Fruit

    … July 25, 2016 Remarketing represents the low hanging fruit of the digital marketing world. This cliche or some analogous iteration is parroted throughout the paid search community to no end. It’s a safe assumption that this mentality has either been repeated or embraced by nearly every account manager, myself included. And while the frequency…

    PPC Heroin Paid Search- 11 readers -
  • [New Toolkit!] The Essential PPC Toolkit For Education

    …, and a webinar recording. The materials included will give you a better understanding of PPC for Higher Education businesses, as well as information on new regulations to be aware of, bid strategies and enrollment mapping. The toolkit contains: Take control of your Search Marketing for Education. Download Now!…

    Jamie Newton/ PPC Heroin Paid Search- 4 readers -
  • One Excel Trick To Nail Your Budget Projections

    … As a PPC account manager, the most critical eye— Sauron’s eye— is often cast on your ability to analyze and optimize; to study data and extract actionable insights that make the top line metrics like cost per click, cost per acquisition, or return on ad spend, trend towards a marketing goal. With these types of demands, and the pressure…

    Kevin Klein/ PPC Heroin Paid Search- 26 readers -
  • Why The Purchase Funnel is Important For Your Campaign Structure

    … PPC strategy, we can increase our chances of being top of mind when that user decides to make a purchase. The First Interaction Let me show you the purchase funnel: Image Source The campaign structures I mention above fit more towards the Consideration and Purchase sections of the funnel, where a user is actively looking to buy. While…

    Rachael Law/ PPC Heroin Paid Search- 5 readers -
  • [Toolkit] The Ultimate AdWords Bundle For PPC Success

    … From the basics to advanced topics, become an AdWords expert! Google processes nearly 6 billion searches every single day. Its the largest search marketing platform out there and too big to ignore. Whether you’ve just taken the plunge into PPC or you’ve done it for awhile, Google AdWords was probably the platform you turned to first…

    Jamie Newton/ PPC Hero- 8 readers -
  • Take A Walk Down The Conversion Path With Google Analytics

    … Questions Does your PPC traffic convert immediately, or come back through another channel? How many conversions began with a paid search query? Campaign Paths While you are able to see click assisted conversions in the AdWords interface, you are not able to see all other channels that lead to the eventual conversion. Here you are able to specifically…

    Rachael Law/ PPC Heroin Google- 12 readers -
  • The Real Performance We’ve Seen With Ad Customizers

    … What are they again? Although the conversations about ad customizers began a few months ago, some folks are still learning just what they are and just how they work. Ad customizers are another opportunity created by Google to better connect your potential clients and customers with the most relevant information about your business. They allow…

    Carrie Albright/ PPC Hero- 6 readers -
  • For The Best PPC Ads Change Your Focus

    … You have been in business for over a decade. Potential customers respect that kind of longevity and will want to use that knowledge to decide whether to click your ad. So you open up your AdWords account and create some ads based around your businesses longevity, how reliable your business is, and how your business can be trusted. You…

    Adam Lundquist/ PPC Heroin Paid Search- 5 readers -
  • How Football Shaped My Philosophy Regarding PPC

    … PPC to me is a lot like football. Building successful paid search accounts requires a well-defined philosophy for approaching account work, a strong game plan, and solid execution of the plan you spent all that time creating. Football coaches subscribe to either an offensive or defensive philosophy. Offensive minded coaches believe in high…

    Jeff Baum/ PPC Heroin Paid Search How To's- 8 readers -
  • Be Smarter About Your Display Network Placements

    … Are you new to running campaigns on the Google Display Network (GDN)? Looking for a way to optimize your automatic placements campaign? Thinking managed placements is the way to go? Here’s something to keep in mind as you continue to develop a strong presence on the Display Network. Setting up Keyword Contextual Targeting campaigns…

    PPC Heroin Google- 10 readers -
  • Easy Ways To Measure The Value of Branded Campaigns

    … It’s a common occurrence for clients to question the value of brand campaigns. From their perspective they often see a brand campaign as being spend that cannibalizes conversions from the organic listings. We have covered many times on PPC Hero why brand campaigns are important, so I won’t get into selling the importance of the branded…

    Sarah Stemen/ PPC Heroin Paid Search- 8 readers -
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