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
Do you know who’s competing for same search traffic as you? Are you surrounded by businesses with bigger names, larger budgets, or selling their products for less? The Auction Insights tool in Bing Ads and in Google can tell you whether your campaigns are in such a shark tank.
PPC
If you’re reading this article, I’m willing to bet you have an attribution problem.I’m basing this entirely on the fact that attribution is one of the biggest issues and conversations we have with the majority of our clients.Unfortunately, the result of those conversations is often “agree to disagree.”Why are marketing teams so inclined to stick with their current system in lieu of exploring attribution in a way that is more accurate and more insightful.
PPC
Google AdWords is a sophisticated advertising platform with a myriad of options for advertisers. Getting the most of out of it, and the best return on investment, requires deep knowledge of its features and keeping up to date on its latest innovations.Let's look at seven useful features in Google AdWords you may not know about and could be giving your campaign a boost.
PPC
AdWords isn’t easy.First you attempt to find just the right keywords, then you match these keywords with clickable ads and finally you create high quality landing pages that are likely to convert. But as you receive the data, you find there is a weak link in the chain - users are not clicking your ads.Quality score is low and as time goes on, your ads begin to show less.
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.