Paid Search Strategy

  • True or False: My PPC Goals Are Realistic

    … Please select the multiple-choice answer that best describes your paid search goal: (A.) I want to increase conversion and/or revenue volume. (B.) I want to decrease cost-per-conversion and/or increase return on ad spend. (C.) I want to increase spend. (D.) I want both A and B. (E.) None of these goals describe me. (F.) I am goal-less…

    Kristina Mclane/ PPC Heroin Paid Search- 10 readers -
  • Setting Up Your Search Engine Marketing (SEM) Strategy

    … of the things that you know you will need in order to build this website. A good web developer or a freelance web developer should be the first step. Figure out who you will hire that will have the capabilities to build a website that is worthy of your brand. Remember, for many people your website is how your brand will be judged. A first impression…

    Hayley Cummings/ PPC Heroin Paid Search- 7 readers -
  • The Do’s & Don’ts of Agency Goal Setting

    … to focus on or set goals. WHY?: Specifically if your account is new(er) to paid search as a marketing channel, it may feel like setting some kind of goal is better than none at all. That’s true, but you don’t want to pick something too deep right out of the gates. Selecting a metric that is calculated through combining multiple factors (i.e. Quality…

    Kayla Kurtz/ PPC Heroin Paid Search- 5 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

    … 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- 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- 5 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 -