Ppc Theory

    • Are You Thinking Of Account-Wide Goals? Let’s Change That Mindset

      November 29, 2016 Does a conversation like the one below sound familiar? Agency: What goals should we be targeting for this account? Client: Um, we typically shoot for a $100 CPL, but what do you think we should be targeting? So much goes into determining goals – and by no means should the goal stay constant across an entire account (in most cases).

      Jacob Brown/ PPC Heroin Paid Search- 7 readers -
  • A Few Words On Thought Leadership In Digital Marketing

    … in between. So when he recently posted his instruction manual on how to become an industry thought leader it was no surprise to either of us that I took umbrage (Umbroge?). In continuing our legacy of spirited debate, Matt invited me to parachute into my old stomping grounds here at PPC Hero— I like what you’ve done with the place, old chums…

    Kevin Klein/ PPC Heroin Paid Search- 11 readers -
  • 6 Organizational Tips For Today’s PPC Specialist

    … September 1, 2016 PPC is more than campaigns, ad groups, keywords, and bids. Behind most accounts, there is a person running the operation. A person who can be forgetful, who may have had a bad day, who may have slept less than they should have but nevertheless they love what they do and give it 100%. PPC isn’t about being a super human…

    PPC Hero- 7 readers -
  • 3 Questions You Need To Answer Before Beginning Paid Advertising

    … August 25, 2016 So you’ve you decided you want to start PPC advertising, but now you are asking, “Where do I start?” 3 of the most common questions you should ask are: Where should I advertise? How much should I spend? What should my goals be? We will discuss these questions and hopefully give you some answers to help you get started. 1…

    PPC Hero- 6 readers -
  • The Greatest PPC Excel Function You’ve Never Heard Of

    … A little while ago, I wrote about the importance of understanding the difference between causation and correlation, and how the failure to do so could potentially be problematic for the management of your PPC accounts. Sometimes when having the causation versus correlation conversation, the erroneous takeaway is this: correlating…

    Kevin Klein/ PPC Heroin Paid Search- 12 readers -
  • How PPC Helps Your SEO Efforts

    … Last week we touched upon how to use PPC for Email Marketing. Today we’re going to discuss how PPC can help your Search Engine Optimization (SEO) efforts. PPC & SEO PPC campaigns can help determine which keywords are highly searched and which keywords are driving conversions (sales/leads). You’ll also derive what kind of messaging from…

    Amanda West Bookwalter/ PPC Heroin Paid Search SEO EMail How To's- 4 readers -
  • Volume or Return? – Where to Focus PPC Performance for Your Business

    … As Hanapin’s Senior Digital Advisor, I have the distinct pleasure of helping new brands partner with our team on a daily basis. One of the key questions we ask day one is: “What’s the most important metric or goal for this/these account(s)?” Occasionally we’ll get very specific KPIs from the prospect at this point (i.e. conversion rate, CPA…

    Kayla Kurtz/ PPC Heroin Paid Search- 4 readers -
  • How To Find Out If It’s Seasonality Or Something Else

    … that probably was written in blissful ignorance of the plight of the PPC Account Manager— more specifically, the lead generation PPC Account Manager. While the savory scents of holiday meals waft through homes, and while gifts are merrily wrapped behind closed doors to be lovingly deposited beneath the tree, the PPC Account Manager is a gruesome anomaly…

    Kevin Klein/ PPC Heroin How To's- 5 readers -
  • Moving Beyond Keyword Targeting In 2015

    … lawyer client whose average Search CPC is $12.68 while the average Display CPC is $1.79. Feed-Based Advertising Google Shopping, Bing PLAs, and comparison-shopping sites like Shopping.com all use a product feed to dynamically create ads based on search queries. This structure creates a highly relevant experience for the user, and lets them see…

    Amanda West Bookwalter/ PPC Hero- 7 readers -
  • So, What Exactly Is Search Engine Marketing?

    … it encompass the entire truth. The term Search Engine Marketing used to refer to both organic (SEO) and paid (PPC) advertising efforts. While it’s not incorrect to use “SEM” as a term that incorporates organic (unpaid) search engine efforts, Search Engine Marketing as a concept has matured to be associated more closely with paid initiatives…

    Kevin Klein/ PPC Heroin SEO- 2 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 -
  • Hey Marketers! Don’t Forget to Advertise to Human Beings.

    … for appealing immediately to the urgent searcher. Used improperly…well, it might as well be flashing neon sign pointed directly at the end user, saying, “We don’t care who you are as a person.” See these examples, compiled by Whiteshark Media. Amidst them are some instances of DKI being utilized in improperly organized ad groups. The result…

    Kevin Klein/ PPC Heroin Paid Search- 9 readers -
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