Whether you’re working at a PPC Agency or running your own, there will be good and bad experiences, lessons learned and constant tweaking of your scope of services as new platforms emerge. No matter what happens, one thing stays the same and that is doing good business. In this post, I will highlight on some of the mistakes that can happen not only with signing a new client, but also building trust and success with that client….
I’d venture to guess that most PPC managers share the same basic set of bid rules. It makes perfect sense, as most of us have the same general goal for bidding: find the perfect sweet spot between CPC and volume, usually driven by position. If CPA is high and position is high, drop bids. If CPA low and position is low, boost bids. Logical, right?
Typically when I’ve audited or adopted accounts, I tend to see the same basic bidding formula. Find keywords that are x-percent over goal for 30 days and drop bids by x%. These rules are set to run either on the same day of the week, once a week, or on the 15th & 30th of each month. Again, logical! We want to make sure that keywords are frequently evaluated….
“Plan for the holidays early” is a well-known proverb in the online advertising space. For many online advertisers, the Q4 holiday season is what makes or breaks the year. While general planning of offers, product mix, and pricing is obviously crucial, it’s equally important to prep your campaigns for the upcoming holiday season. I know what you’re thinking – “Do I really need to start this in September?” The answer, actually, is yes. Let’s take a look at some key tactics that you should begin to explore sooner rather than later. …
Throughout my career, I have reviewed countless PPC, display and social media advertising campaigns and often come away completely shocked. How could that campaign have been launched in its current state? How can you justify spending so much money without conversion or revenue tracking? Did NO ONE review this campaign?!?! After I pick my jaw up from the floor, I am forced to remind myself that not everyone lives and breathes online marketing like I do. For many, the flaws and oversights that I find are merely a case of “you don’t know what you don’t know.”
So, if you are green to the world of PPC, display, and social advertising, my recommendation to you is to “tread lightly.” While I don’t say that with the malice and foreboding that Walter White did on this season’s Breaking Bad premiere, I do mean it. If you can’t afford to hire an experienced marketing manager or partner with a qualified agency, then approaching your campaigns with caution is a must. Here are some tips to help you walk before you run….
Are 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!…
I was recently at the Google Office for training on the Quality Score. I was not really motivated to follow this education session since I consider myself pretty savvy on this specific subject. However, the 3-hour session was very interesting since it brought me back to the basics of Quality Score and the priority we should attribute to this kind of metric.
Here is a short review of what learned….
Figuring out the Campaign Structure of any account is most likely one of the most important tactics in PPC. It represents the overall strategy from a high level as well an “in the weeds” perspective. However, there are many different expert opinions on what makes up an effective campaign and Adgroup structure, and the purpose of this post is to present an independent view on the “blocking and tackling” tactics approach to this. Let’s discuss….
We can all think of lots of ways to describe Amazon. However, most of us don’t first think of Amazon as an advertising platform. Yet, Amazon sold $609 million in ads in 2012, and eMarketer predicts that it will eclipse $835 million in advertising sales in 2013. Those are big numbers.
Amazon has been working for years on a program to turn what it knows about its customers into a contextual advertising product to monetize the traffic from visitors not ready to buy on Amazon.com. Even with the emergence of Google Product Listing Ads, more users start their ecommerce journeys at Amazon than at Google, so incorporating Amazon into your ecommerce strategy is now essential….
The first thing that comes to mind when I see Google’s example of the latest enhanced Sitelinks, it reminds me of typical Landing Page Optimization techniques. I know this is a stretch, but all of this customization being allowed for Advertisers is creating a much more persuasive representation of their business’s identity. I mean, who woulda thunk it that sitelinks would become such as focus of enhancement at Google. Yes, it’s an additional source of $$$ to take from advertisers, however the recent upgrade announced by Google will allow advertisers to add specific text for sitelink descriptions which will change this dominant piece of PPC real estate. This latest upgrade may not sound like much, but from my perspective, this is a HUGE improvement and will force Advertisers to re-think their sitelink strategies….