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- 8 readers -
  • How Football Shaped My Philosophy Regarding PPC

    … precise, chances are it won’t generate a lot of traffic because of its preciseness; it’ll most likely generate a very high conversion rate. Also, because there isn’t a lot of traffic behind this kind of keyword string, the price will be cheaper. Use this keyword strategy when the focus is on profit and cost efficiency. Conclusion PPC is a never-ending…

    Jeff Baum/ PPC Heroin Paid Search How To's- 9 readers -
  • Manage Your PPC Clients More Effectively By Identifying Personalities

    … into this category provide very little information or resources to help you succeed. The Geek I define ‘The Geek’ as a client who is more interested in having the latest and greatest technology and automation in place at the expense of solid strategies and goals. If you’re a PPC geek like I am, it can be a lot of fun to work with this type of client…

    Jeff Baum/ PPC Heroin Paid Search- 6 readers -
  • 2015 Prediction: The Year of Bid and Budget Automation

    … to automate bid management, these rules are a great alternative to manual bidding. Example of Google’s bid rule interface AdWords Scripts: AdWords scripts are bits of java code that can be implemented into AdWords accounts to automate account functions. Scripts are available that allow bidding by specific ad position, by factors such as weather…

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

    …, having a $20 cost per lead is probably an unrealistic expectation and goal to achieve. Make sure its understood from a profit perspective the most that you can pay for a lead and don’t go over that amount. This might mean dropping bids, losing position, and gaining less traffic. However, at those prices its imperative that every click count. Another…

    Jeff Baum/ PPC Heroin Paid Search How To's- 5 readers -
  • Tips for Getting Results with an Inherited PPC Account

    … win projects can turn performance around in a hurry. Since there so many variables from account to account, I suggest reading “PPC – The Ultimate Guide to Pay-Per-Click Marketing” for additional perspectives on what to look for in an account in addition to what I’ve outlined above. Following up these quick win projects with a full on growth initiative can turn your inherited old rust bucket of an account into a shiny new sports car! …

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

    … A lot of conversation has taken place recently around Hanapin regarding the question “What makes clients unhappy”? I have boiled down these conversations into three overarching buckets: Not being proactive Not moving fast enough in accounts Client communication While positive results usually equates to happy clients, there is often a flaw…

    Jeff Baum/ PPC Heroin Paid Search- 7 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- 7 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

    …. Adding General Keywords: General keywords such as 'nursing schools' bring in a lot of traffic. While you may have to pay a higher price for clicks, the increased chance for conversion during back to school time is well worth it. Ad Copy Education is not generally thought of as 'seasonal'. However, creating seasonal ad copy is another way to bring…

    Jeff Baum/ PPC Heroin Paid Search- 10 readers -
  • Performing Competitive Analysis – How to Stay Ahead of Your Competition

    … to every location Although the queries we identified converted, deploying this strategy account wide actually reduced conversions and dramatically increased cost per lead. This process failed due to the notion that when a competitor had a strong presence in a location, users would click our client's ads out of curiosity but wouldn't convert. Most…

    Jeff Baum/ PPC Hero- 15 readers -