Advanced Ppc Strategies

  • Projecting Future Trends In Your PPC Account

    … point you should be able to come away from this article with a few pointers, ideas, and at least knowing where to look when you need it. Forecasting the immediate impact Data Tables Data tables are a great way to examine the effect of changing metrics and the impact on goals. Data tables are an Excel feature that take a formula and build…

    Jacob Fairclough/ PPC Hero- 15 readers -
  • A Guide to Remarketing in the SteelHouse Advertising Suite

    … November 17, 2017 As digital marketers, we have a strong understanding of remarketing’s value. Our most successful competitors are taking advantage of remarketing opportunities in AdWords, DoubleClick, AdRoll or Criteo. But what happens when your site’s unique monthly visitor total is too low for Criteo campaigns to be successful? How about…

    PPC Hero- 11 readers -
  • How To Better Organize Your Shopping Campaigns: Brand vs Non-Brand Segmentation

    … difference then keep reading! Tip: PPC Hero has multiple posts on SQRs and pivot tables, so check them out if you need more help with this part. The Structure Before we get to the actual builds, I want to cover how the setup actually works. The segmentation essentially comes down to negative keywords, priority settings, and bidding strategies…

    PPC Heroin Paid Search- 7 readers -
  • How To Better Organize Your Shopping Campaigns: A Tiered PLA Structure

    … around organizing through priority tiers. In this case, we will have three tiers that align with the three campaign priority settings for Shopping: High, Medium, and Low. (Disclaimer: This is not a post about organization within a Shopping campaign. Rather, it is about how you should organize your campaigns to work together within an account…

    PPC Hero- 4 readers -
  • Data Driven Attribution: The Future for PPC?

    … September 29, 2017 Over the past week or so, I’ve spent quite some time thinking about the future. Not my future per se, but rather the future of digital advertising. A few months ago, I was perusing LinkedIn, catching up on some industry blogs since being out for three months (See It Takes A Village: Keeping Up With The PPC Industry). I read…

    PPC Heroin Affiliate Paid Search- 13 readers -
  • PPC Persona Targeting for the Fitness & Health Industry

    … September 5, 2017 When developing a PPC strategy for your health/wellness/fitness business, it can be helpful to start by building out personas. What is a persona, you may ask? Here’s Hubspot’s definition: “A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing…

    Rachael Law/ PPC Heroin Paid Search- 17 readers -
  • Reasons Why You Should Consider Call Recording

    August 29, 2017 Over the years, we have come across many clients who are not tracking phone calls. There are advertisers who get significant volume of phone calls. If your PPC accounts are missing this type of conversion, you could be making critical bidding errors. Whenever I am optimizing an account, I would rather have as much data as possible before deciding to shut a hi ...

    PPC Hero- 11 readers -
  • Google Target Outranking Share Bid Strategy Success

    … to fluctuate and the only way to manually combat this trend would have been to raise bids across our full portfolio of keywords. The Plan In an internal strategy session the idea of using Google’s Target outranking share was brought up as a way to mitigate increasing the CPC across the full portfolio of keywords and potentially keep from drastically…

    PPC Heroin Paid Search Google- 16 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 Hero- 15 readers -
  • Using Excel Regressions To Better Understand KPIs

    … without an advanced statistical software (such as STATA). In this post, I’ll share the step-by-step for setting up and running regressions in Excel, and how this tool can help in your PPC analyses and account management. Excuse Me, I Regress Before we dig into the technical implementation, you might be wondering to yourself, “What in the world…

    PPC Heroin Affiliate Paid Search- 21 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…

    Jacob Fairclough/ PPC Heroin Google How To's- 21 readers -
  • Google’s Update To Close Variants: 3 Ways To Combat Even Less Exact Match

    … they work together. With that said, it doesn’t mean we can’t still have quality account structures that utilize match types to the maximum benefit possible while keeping out unwanted searches and variants. Here are 3 ways to adjust your current campaigns that will help alleviate the subsequent changes to the keywords and search terms reports. 1…

    PPC Heroin Paid Search- 18 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…

    Jacob Fairclough/ PPC Heroin Paid Search How To's- 16 readers -
Get the top posts daily into your mailbox!