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PPC

Paid advertising is a fast yet effective way to bring relevant traffic to your website. In this section, we collected actionable guidelines, checklists and case studies from PPC practitioners that will help you go through the most important stages of planning, managing and evaluating a PPC campaign.

PPC
For the longest time, PPC analysts have been promoting testing ad copy within AdWords campaigns to identify the best performing ad copy in the account. The traditionally recommended way to achieve this is through Google’s “rotate evenly” ad delivery option.However, setting ads to rotate evenly does not mean that ads will serve more evenly during the first 90 days of serving; it actually means that ads will enter the auction more evenly during the first 90 days.
PPC
When Sony spent 60 million on online advertising in 2013, it was widely discussed in the press. When Playstation and Xbox started battling each other regarding TV ad spend in 2014, Sony’s online advertising efforts were sliding under the radar. It’s time to shed some light on how Sony managed to somewhat secretly run some of the most noteworthy advertising campaigns of 2014 according to Google.A couple of months ago, Google featured Sony as an example of successful engagement campaigns.
PPC
More than in any other business, bidding strategies impact the profitability of e-commerce businesses that run Google shopping campaigns. In contrast to other businesses, margins are relatively fixed and volume matters. Here are five proven bidding strategies that exploit bestselling products, reduce budget drainers and boost the volume where it matters most.
One of the things you will find yourself doing regularly if you work agency-side is auditing paid search accounts. This is sometimes an actual service clients pay for, and other times, it’s you digging around to get a feel for what’s going on prior to making a proposal for services.Either way, I love audits. I’m always interested in the strategies and approaches taken by other people in managing these accounts, even if a lot of times it winds up being a lesson in what not to do.
PPC
Last May, I published an article on Search Engine Watch tolling the death knoll for AdWords Editor. And the evidence was rather compelling.AE was running way behind the web interface in functionality. The web interface was becoming more the “go-to” for creating and updating accounts. Then, on December 10, surprise! A new version of AdWords Editor was announced.And I was never so happy to be so wrong in my entire life.

PPC
When a new client comes into my marketing company, the race is on to either restructure an existing AdWords account or create a brand new AdWords account. If you read this SEMrush blog post from last summer, I explained how I was able to build a keyword generator tool to neatly organize a bunch of long tail keywords into groups of related search terms which could then be used for ad groups in an AdWords campaign.
PPC
Hanapin Marketing and SEMrush have teamed up to create The Complete PPC Analytics Toolkit!This free download contains three Excel spreadsheets, three whitepapers and two webinar recordings, all designed to help optimize your PPC accounts. Use these tools and resources to extract high value data and build more efficient campaigns.
This is a companion post to "5 PPC Pitfalls" following the “How to Beat the Odds in PPC with Competitive Metrics” webinar. Miss it? Catch the recording here, as well as the first chapter of the e-book.Whether you’re the many-hat-wearing business owner of a growing small business, or the head of marketing at a Fortune 500 company, PPC poses many puzzles to be solved.
PPC
Over the last year biddable media has evolved to become more people focused. Paid search is no longer about bidding on keywords. The user is the single most important element in any PPC campaign.This post will look at the rise of persona marketing and how you can use a range of biddable features to target users with the correct identity.Let’s get started.
PPC
The Christmas decorations are packed away (well, almost), the gift exchanges are complete and it’s back to work.As we all have personal resolutions for the New Year, it’s also a good time to reflect back on your paid search campaigns. Now is the time to develop go-forward strategies to put your accounts on solid ground for the New Year.Below are 4 to-dos you should do now to get ready for 2015!