Ppc Account Management

  • Weird Science: A Lesson in Failed Experiments

    … October 17, 2016 Much of what we do day in and day out in PPC is stare at numbers. Beautiful, finite numbers. We know numbers to be objective. If we spend $12,622 and that spend garners 31 conversions, we know the average cost per conversion is $40.716129. If our campaign is limited by budget and we raise our budget, we will no longer…

    PPC Heroin Paid Search- 8 readers -
  • How To Make A Good Account Manager Assignment

    … September 7, 2016 One of my key responsibilities is assigning new accounts to team members. Account manager assignments are the first critical decision made on behalf of an account. Making a good account assignment instills confidence and positively demonstrates to clients an ability to make solid decisions. On the flip side, a poorly…

    Jeff Baum/ PPC Hero- 6 readers -
  • The Ins And Outs Of PPC Account Expansion

    … the crumpled dollar bills out of my porcelain piggy bank, head to the store, and buy more. Maybe my childhood obsession with Legos helped fuel my passion for good, solid, PPC campaign structures. Every time I work in an account, my mind is constantly thinking, “how can I make this bigger/better? Where can I expand?” There are many different methods…

    PPC Heroin Paid Search- 8 readers -
  • Two Reasons Why I Don’t Buy Into The Quality Score Hype

    … performance by QS. This analysis is of cost per converted click by quality score. I pulled year to date numbers in order to include a large enough data set to make the analysis statistically significant. In this example, keywords with a QS score of 1 have a cost per converted click of approximately $267. The cost per converted click for these…

    Jeff Baum/ PPC Heroin Paid Search- 18 readers -
  • 2015 Prediction: The Year of Bid and Budget Automation

    … 2014 is winding down and I’ve begun contemplating the future of PPC. I believe 2015 will be the ‘year of bid and budget automation’. As the business of PPC grows in complexity and the amount of levers that need to be monitored and pulled within accounts increases, it’s not only a need, but also a necessity to automate these two critical areas…

    Jeff Baum/ PPC Heroin Paid Search Mobile- 13 readers -
  • The Art Of The PPC Account Transition

    Whether you work for a PPC agency or in-house, one thing is for certain – you will at some point be engaging in an internal account transition. At first, it may sound appealing to inherit an account where all the groundwork has already been laid by your colleague, but there are times when the account transition is quite complicated.

    PPC Hero- 3 readers -
  • Managing an Education PPC Account. What You Need to Know

    I’ve been managing paid search accounts in the for profit education vertical for nearly six and a half years. During this time the industry has changed significantly. New regulations restrict the way users are messaged, bid prices have soared making paid search an expensive proposition, and the demand for high quality leads has forced changes in how conversions are analyzed.

    Jeff Baum/ PPC Hero- 5 readers -
  • Is It Time for a PPC Management Quality Score?

    … their AdWords account and he had some concerns that he wanted to talk about. Can you deal with this?” Let’s stop there. To a non-tech savvy, SMB, Google is the equivalent of the Greek god, Zeus. I’m not really exaggerating that much. Google carries the flaming thunderbolts of denial, disapproval, and blacklisting. Google has phenomenal, cosmic power…

    Kirk Williams/ PPC Heroin Paid Search Google- 12 readers -
  • Tips for Getting Results with an Inherited PPC Account

    … not meeting goals and have a previous history of under performance. This situation begs the question of how to identify and gain key wins in these inherited PPC accounts. Ultimately, our goals are to achieve positive performance and prove worth to our clients. Below are some of the things I look to do that have helped me convert under performing…

    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 -
  • PPC – The Ultimate Guide to Pay-Per-Click Marketing

    … a mobile specific ad you’ll need to select “Mobile” as your device preference. The specifications for writing mobile ads Product Listing Ads (PLAs) Product Listing Ads are square units used in eCommerce PPC campaigns that contain product titles, images, and prices. Google Shopping ads PLAs utilize Google product feeds, and must be connected…

    Matt Umbro/ PPC Heroin Paid Search- 24 readers -
  • Account Structure: The Backbone of PPC Success

    … Prior to my career in paid search, I spent time designing databases. It was instilled in me that a great structure was key to a great database. If the structure were laid out in a clean, logical manner, the data quality and integrity would be far superior. The same holds true for PPC accounts. Campaigns with tightly themed ad groups…

    Jeff Baum/ PPC Heroin Paid Search- 5 readers -
  • What I Learned During My First Year in PPC

    … My 1-year anniversary at Hanapin is this month, and what a year it's been! From the ten-week training program, to getting my first client, to my first on-site client presentation, it has been a rollercoaster. I've been reflecting a lot lately on everything I've learned (which has been a lot). Not only the ins and outs of PPC, but soft skills…

    Rachael Law/ PPC Heroin Paid Search- 14 readers -
  • Performing Competitive Analysis – How to Stay Ahead of Your Competition

    …. The Auction insights report was used as the basis of our competitive analysis. Accessing this data is straightforward and instructions direct from Google can be found here. Sign into your AdWords account Click the Campaigns tab Click the Keywords tab Select a specific keyword or set of keywords Click the "Details" box at the top…

    Jeff Baum/ PPC Hero- 14 readers -
  • 3 Assumptions Every Great PPC Account Manager Makes

    They say, "don't make assumptions", but who are they to tell you how to live your life? Contrary to the expression, making assumptions can make you a better account manager, maybe even a great one. Now I can't condone every assumption you might have. Here are 3 big ones that will always point you in the right direction.

    Jacob Fairclough/ PPC Hero- 24 readers -
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