Ppc Theory

  • Attribution is Awesome! Here’s Why It’s Terrible

    … May 5, 2017 As I recently wrote in A Tale of Attribution Woe (read that beginner-post first if the idea of attribution is fairly new to you), understanding attribution well (note, I didn’t say “figuring it out”) is an essential part of any digital marketing strategy. Unfortunately, it is also an evolving industry… which means there is still…

    Kirk Williams/ PPC Hero- 19 readers -
  • Gain Deeper PPC Insights With The User Explorer Report

    … Segments. Simply click the “All Users” button and create a filter with your desired criteria. Ideas To Consider: Source / Medium Converters Visitors of a key page Cart viewers, but no checkout Takeaways For PPC This report is great and all, but how we can pull out takeaways and implement them into our PPC strategies? What you’ll want to do…

    Rachael Law/ PPC Heroin Paid Search- 12 readers -
  • Your First Look At The Impact Of Google’s Exact Match Update

    March 31, 2017 In the past few weeks, Google has released a few fun updates about how it will match and measure traffic in your AdWords accounts. Awhile back, we saw a transition to “exact matching” to close variants that included abbreviations, singular or plurals, and misspellings. With the new version, the exact match scandal boils down to two fundamental shifts.

    Carrie Albright/ PPC Hero- 15 readers -
  • Bidding in a Mobile Centric 2017

    … February 23, 2017 In early February, I hosted a Hanapin Marketing Webinar about the State of Mobile in 2017 and discussed numerous mobile changes and details to help take our mobile strategies to the next level. Since that discussion, I have continued to strategize on how I can improve results with the ever-changing landscape of mobile…

    PPC Heroin Paid Search Mobile Google- 20 readers -
  • 5 Steps To Cross-Account Analysis Superhero Status

    … January 26, 2017 This post is part of the Hero Conf Los Angeles Speaker Blog Series. Andrew Miller will join 50+ PPC experts sharing their paid search and social expertise at the World’s Largest All-PPC Event, April 18-20 in Los Angeles, CA. Like what you read? Find out more about Hero Conf. PPC pros know how to use data to make better…

    PPC Heroin Affiliate Paid Search- 14 readers -
  • My 5 PPC Account Manager New Year’s Resolutions

    … January 3, 2017 With the start of the new year, most of us usually make some sort of New Year’ resolutions. Whether that is to lose weight, eat healthier, or get more organized, we usually enter the new year full of hope that we can make changes that can help us be better than we are. PPC account managers are no different. On the first day…

    PPC Heroin Paid Search- 18 readers -
  • Is Everything OK? 3 Tips For Keeping Your PPC Accounts Healthy

    … December 23, 2016 As search professionals, we’re always assessing the overall state of our PPC programs. If performance isn’t constantly monitored, we’re sure to find out one day that the campaigns we thought were doing well are not hitting goals or worst case scenario, losing money. For this very reason, most account managers create intricate…

    Jeff Baum/ PPC Heroin Affiliate Paid Search- 22 readers -
  • Are You Thinking Of Account-Wide Goals? Let’s Change That Mindset

    … with different program offerings where one program costs a lot more than another. Situation #2: A client sees different final step rates for one location & category compared to another: In the scenario above you can see different rates from a lead (conversion) to the final step (subscription). We’re adjusting the CPL Goals accordingly…

    Jacob Brown/ PPC Heroin Paid Search- 19 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- 15 readers -
  • 3 Questions You Need To Answer Before Beginning Paid Advertising

    … to focus on all metrics all of the time. However, as true as it was before, every business is different. If you are building your sales pipeline, then you would focus on conversions. If you are on online retailer, you would focus on sales. It is also OK to adjust goals as you further flush out your strategy. Final Thoughts Getting started in PPC…

    PPC Hero- 16 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 -
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