About Ian Lopuch

Ian Lopuch is a top online marketing executive who has had direct P&L
responsibility on over $150 million of search engine marketing spend during his
7 years in the industry. In addition to managing corporate marketing teams, Ian
shares search marketing tips via his blog, PPC Ian.

Tips For Small SEM Agencies

boutique-sem-agencyAre you thinking of starting your own SEM agency? Do you already own a small, boutique SEM agency? My favorite SEM agencies are often those that are smaller. Why? Your business truly means a lot to the agency, and they are sure to go above and beyond to win and retain your business. As someone who’s been in the corporate digital marketing space for 10 years, I have hired and managed an array of agencies over the years. Based on my observations and findings, I wanted to share some tips for those operating smaller agencies. Here’s how to turn your agency into a thriving business!…

Advanced Trademark Strategies For Large AdWords Advertisers

Image credit: imjustcreative.com

Image credit: imjustcreative.com

Especially at larger companies, your brand name trademark and its variations are incredibly important to your overall search marketing keyword portfolio.

Go ahead and run a search query report in your AdWords account. Identify all queries that pertain to your brand name. Then, take a look at the percentage of your overall sales coming from the trademark queries. Is it a large percentage? (It should be for larger brands.) Next, look at your cost per acquisition (CPA) for your trademark queries. Sum up the costs from these queries and then divide by conversions. How does your CPA compare to your overall account level CPA? (It should be quite a bit lower, especially at a more established business.)

Your trademark is an end-of-funnel keyword so those searching and clicking your brand name are ready to buy! The bread and butter of many enterprise-level SEM accounts is your own brand name. For all of these reasons and more, it’s incredibly important proactively monitor and optimize your trademark in the world of search engine marketing. Today, I’m thrilled to share a few basic and advanced trademark management tips….

5 Quick Ways To Recharge Your Paid Search Program

In the world of PPC, sometimes we feel like we’ve hit a wall. We’ve done everything we can. Our campaigns are fully optimized. We’ve all been in this situation, it’s only natural after we’ve been working on an account for a long period of time. The great part of pay per click: This situation is never true; there’s always more we can do to improve and optimize our paid search programs. Today, I’m thrilled to share five ideas that are sure to recharge and spark creativity in the world of PPC.

5 Ways To Get The Most Out of Your New Online Marketing Platform

Are you new to the world of online marketing platforms? Are you just getting started and not quite sure where to begin? More and more advertisers are enjoying the benefits of online marketing platforms. In fact, it’s hard to find large-scale agencies and direct advertisers who do not leverage a platform these days.

As someone who’s been enjoying and leveraging online marketing platforms for over 7 years, I’m thrilled to share 5 tips on getting the most out of your new online marketing platform. Leverage these tips and your new platform could pay for itself in a matter of weeks!…