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

    … can confidently say you have established a digital footprint and started to develop your digital strategy. Paid search plays into your larger digital strategy and it becomes very important that you can measure the traffic from organic and direct sources as well. You’ll also want to understand how your digital strategy can align and integrate…

    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 -
  • Reviewing Negative Keywords In Light of Recent Changes

    … With the recent AdWords close variant update, now is a good time to review your negative keywords. It is also prudent to review the rules of negative keywords and ensure they are working correctly in your accounts. If you are interested in seeing more data on the issue see Sam Owens post on the topic. The Anatomy of Negative Keywords Negative…

    Jacob Fairclough/ PPC Hero- 12 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- 7 readers -