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

    … 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

    … for that agency? Let’s outline some basic do’s and don’ts that will certainly help tackle that exact task, in addition to why these guidelines are so important: DO: Include agency fees when calculating goals for metrics like CPA/L. WHY?: I’m willing to allow some flexibility on this situation dependent on the specifics, but I’d like to say…

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

    … neglect the rest of the campaign, or never touch that component again, but eliminate the ‘noise’ so you can focus on the areas that matter most. The key is to end the time period feeling confident that the time spent has yielded the most return from that strategy. For example, if the account were still running with -100% bid modifiers and your goal…

    Hayley Cummings/ PPC Hero- 2 readers -
  • Reviewing Negative Keywords In Light of Recent Changes

    … explosions of traffic are due to more scandalous events and not worth the cost. Unfortunately you can’t always prevent these occurrences. Your best bet is to be very strict with your search query reports as well as putting thought into your negative keyword list. Part of this task is proactively thinking of terms that need to be excluded…

    Jacob Fairclough/ PPC Hero- 11 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 -