Advanced Ppc Strategies

  • Finding Seasonality in Your PPC Accounts

    …, meaning each month was inherently different beyond basic performance. The same goes for modeling account activity. Recently Jacob Brown and Emma Franks have covered How To Use Historical AdWords Data To Create Your Own Bid Simulator and Using Excel Regressions To Better Understand KPIs. Both of which benefit by defining and adjusting for any trends…

    Jacob Fairclough/ PPC Heroin Paid Search- 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

    … anywhere near an exhaustive resource. We’ve also skipped over quite a few of the technical details. The resources below go into even further details and may be used as a guide for specific issues and advanced features. Simo Ahava – Google Tag Manager Articles LunaMetrics – Google Tag Manager Recipes Google – Google Tag Manager Help Center …

    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- 17 readers -
  • How To Evaluate Your PPC Ad Rotation Settings

    … analysis. This article will cover what options you have for ad rotation and how to quickly identify opportunities. It may sound like a big topic, and there are many opinions on the subject, but once you grasp the concept you’ll find it quite intuitive. Ad Rotation Settings Ad rotation settings come in a few forms. Using AdWords as an example we…

    Jacob Fairclough/ PPC Heroin Paid Search How To's- 14 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…

    PPC Heroin Paid Search Mobile Google- 20 readers -
  • Set Up Account-Wide PPC Promos In Less Than 5 Minutes

    …. For the sake of this post, I will continue as if we are using two versions. At this point, your template structure should look similar to this: Once you make it to this step, the hard part is over! You now will need to add the necessary column headings to create an Expanded Text Ad. I find it best to have them in this order, starting in Column…

    PPC Heroin Paid Search- 37 readers -
  • Is Everything OK? 3 Tips For Keeping Your PPC Accounts Healthy

    … account I manage typically experiences a sharp rise in CPA over the weekends. To mitigate the impact of the weekend CPA spike, an automated 20% bid reduction rule runs from 12:01am Saturday morning through 11:59 pm Sunday night. Implementing this rule keeps weekend cost per acquisition in check, which ultimately keeps overall performance on track…

    Jeff Baum/ PPC Heroin Affiliate Paid Search- 22 readers -
  • Ad Impression Share: Quantity Or Quality?

    … December 19, 2016 If I were to ask, “Which is more important: quantity or quality?”, most of you would probably respond with a resounding “Quality!” But then, I’m the CEO of a PPC marketing agency—a field that is intimately tied to quantity. So I might follow up with, “Great! Can you tell me what a ‘high quality’ ad impression share…

    PPC Heroin Paid Search- 23 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…

    PPC Hero- 14 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- 28 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- 9 readers -
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