Advanced Ppc Strategies

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

    …. This sounds minor but the impact to processes should not be understated. Identifying Opportunities What if you’d like to evaluate the two options in your own account(s)? Should you switch to optimize by clicks or rotate evenly? We can evaluate with some rough math and for this blog post, a pivot table. Note that this could be completed more easily…

    Jacob Fairclough/ PPC Heroin Paid Search How To's- 16 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 -
  • 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 -
  • 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 -
  • 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 -
  • 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

    … Shopping campaigns within an account; but these are two of my favorite breakouts that I tend to use most often. Settings As mentioned in Part 1 of my Shopping structure series, it is important to have a good understanding of the backend in Shopping campaign settings. Even if you feel confident in your knowledge of Shopping and how your campaigns…

    PPC Heroin Paid Search- 7 readers -
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