Businessofppc

  • True or False: My PPC Goals Are Realistic

    …. Goals are important. Without goals, there is no way to create a long-term strategy for an account. Now, I do have an important clarification to make: goals and performance are different. Paid search can be a magical world where ‘miracles’ happen frequently. I categorize a PPC miracle as immediate improvement of all metrics. It happens – I’ve…

    Kristina Mclane/ PPC Heroin Paid Search- 10 readers -
  • How Football Shaped My Philosophy Regarding PPC

    … cost per acquisition in a PPC account. Remarketing: This tactic could actually be placed in the offense category because remarketing helps grow volume by marketing back to prospects who have already visited your landing pages. I choose to place remarketing in the defense category because of its ability to convert clicks that could be previously…

    Jeff Baum/ PPC Heroin Paid Search How To's- 12 readers -
  • Manage Your PPC Clients More Effectively By Identifying Personalities

    … One of our recent monthly training sessions was centered on how to best service our clients. As we all know, clients can be difficult and challenging. Understanding personalities of those we deal with is the first step in figuring out how to best service them. Based on my personal observation of client behaviors, I’ve been able to categorize…

    Jeff Baum/ PPC Heroin Paid Search- 8 readers -
  • 2015 Prediction: The Year of Bid and Budget Automation

    …. After all, if budgets are not properly managed, business metrics can be severely impacted. Improperly managing bids can lead to missing out on opportunities (not getting enough traffic) or overpaying for keywords, creating negative return on investment. Today we’re going to discuss why automating bid and budget management is critical…

    Jeff Baum/ PPC Heroin Paid Search Mobile- 13 readers -
  • Managing an Education PPC Account. What You Need to Know

    … to gain CTR and quality score advantages, including employment keywords in ads was being construed as a promise of employment. Advertisers are also limited in how they incorporate keyword modifiers such as ‘degrees’, or ‘certifications’ into ad copy. For instance, if a school does not offer a degree or certification program, inserting those keywords…

    Jeff Baum/ PPC Heroin Paid Search How To's- 6 readers -
  • Tips for Getting Results with an Inherited PPC Account

    … I’ve been assigned to a series of new clients recently as we shepherd them through their first 90 days with Hanapin. Additionally, I have been auditing accounts for prospects through our pre-sales process. In every instance, the accounts are pre-existing and have or would become an ‘inherited account’ situation. These accounts are currently…

    Jeff Baum/ PPC Heroin Paid Search Google- 6 readers -
  • Keep Your PPC Clients Happy – Tips for Managing Client Relationships

    … in these three areas that causes friction between client and agency. Failure to detect these flaws and address them could cause relationships to be strained even if performance is good. Let’s get to it and discuss how to address common flaws that pop up in client relationships, so we have happy clients that stay with their partners for a long time…

    Jeff Baum/ PPC Heroin Paid Search- 8 readers -
  • Why It’s Crucial To Audit PPC Accounts Ahead of Management

    … This month's blog series is all about why we do what we do in paid search. We're always talking about best practices, methodologies and strategies we utilize, but why are those methods the standard? Why do those methods and strategies work? We'll discuss anything and everything - ad copy, mobile, account structure, projections, bid changes…

    Kayla Kurtz/ PPC Heroin Paid Search- 8 readers -
  • Quality vs. Quantity of PPC Conversions: A Case Study

    … As pay per click professionals we're faced with the age-old dilemma of balancing how many leads we produce for our clients vs. the quality of those leads. In many instances, we must sacrifice quality of lead in order to produce quantity and vice versa. The question that seems to come up in discussions with my colleagues is what to focus on first…

    Jeff Baum/ PPC Heroin Paid Search- 23 readers -
  • Managing PPC Education Accounts During Back to School Season

    … We're wrapping up "Back to School" series week at PPC Hero with Jersey Jeff's post on back to school in the EDU industry. Even though we're entering the final week of July, school will be starting back up soon. Our authors have been sharing tips and insights for running productive Back To School campaigns while also speaking to how account…

    Jeff Baum/ PPC Heroin Paid Search- 10 readers -
  • Need to Get Under the Hood? 6 Tips For Performing An PPC Effective Account Audit

    Over the last few weeks, I have spent quite a bit of time auditing PPC accounts in order to identify opportunities and provide specific recommendations to help keep accounts moving towards their goals. The biggest issue I face when starting an audit is where to begin and what direction to take. There are so many moving parts to a paid search account that it's easy to get lost ...

    Jeff Baum/ PPC Hero- 16 readers -
  • Performing Competitive Analysis – How to Stay Ahead of Your Competition

    … A few months ago, the Hanapin team conducted a thorough competitive analysis for one of our largest clients. This particular client wanted to know how they fared against their competition in the Google marketplace when showing in the same auction. Today, we'll discuss both how the analysis was conducted and how we used it to drive strategy…

    Jeff Baum/ PPC Hero- 16 readers -
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