Paid Search Strategy

  • 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 -
  • Setting Up Your Search Engine Marketing (SEM) Strategy

    … to walk you through the steps to figuring all this out. We are going to answer the question, ‘What is SEM?’ and discuss how paid search fits within your digital strategy. Website Considerations First, do you have a website? If you do, just check out questions 1-3 below and make sure you are considering each. If not, let’s first discuss some…

    Hayley Cummings/ PPC Heroin Paid Search- 5 readers -
  • The Do’s & Don’ts of Agency Goal Setting

    … Not every brand or business needs to utilize the resources of an external agency when it comes to PPC campaign management. For those that do, a few non-negotiables are key: communication, transparency and goal setting. We’ve recently dug in to how clients can communicate with your agency, but specifically how should you go about setting goals…

    Kayla Kurtz/ PPC Heroin Paid Search- 4 readers -
  • Rev Up Your PPC Strategy!

    … Agency readers, have you ever had a client say ‘I need more strategy’? And, in-house readers have you ever asked this question of your agency? I think we have all had to stop in our tracks and take a look at what is actually driving the actions we are taking. For me, it happened very early in my career. However, since that point, there have…

    Hayley Cummings/ PPC Hero- 2 readers -
  • Understand The Economics Behind Your Client’s Business

    … in This process is a great start, but we need to go further. To develop a greater sense of what is going on in their industry or business, think about the economic factors surrounding the company. When applying basic economics principles while gauging performance, we can make sure our paid search strategy is in line with what’s going on both within…

    Rachael Law/ PPC Heroin Paid Search- 4 readers -
  • Project Your Ad Spend During Back To School Season

    … "Back to School" week continues as Hayley provides formulas that you should consider using to determine your visibility and spend during this important time of the year. If you haven't yet, read Amanda's post on "4 Steps To Back To School Success." Back to school means increased consumer shopping. Your target audience will be in the market…

    Hayley Cummings/ PPC Hero- 6 readers -