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Author Archive

4 AdWords Geo-Targeting Tactics to Optimize Across Multiple Locations

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Tell me if this scenario sounds familiar. You want to build Google AdWords campaigns focused on your core audience and their associated geographic location. ROAS is of high importance and you want to focus on conversion optimization as a result.

You also know that Google AdWords plays a large role in generating demand for your products, so brand awareness and overall ad reach are both important to you as well.

Expectations are high. You’re feeling overwhelmed. You’re not sure where to start.

Relax. Take a deep breath. You’re not the only one. Plus, you’ve come to the right place.
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Prep Your PPC for the Holidays

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It’s that time of year again. We’re only a few short weeks away from the official start of the holiday season. Are your PPC accounts prepared? Check out these quick tips to jumpstart your online sales to this quarter. (more…)

8 AdWords Changes That Could Impact Your Account

8 AdWords Changes That Could Impact Your Account

If you’ve been working with Google AdWords for some time, then you understand how quickly features and tools within the platform can change. If you’re new to the AdWords game, welcome to the ongoing challenges of AdWords management and optimization. With this in mind, I can’t stress how important it is to stay up to date on the latest greatest AdWords updates.

So let’s bring you up-to-date and take a look at the AdWords changes that have been introduced or announced within the last month or so! (more…)

AdWords Remarketing Solutions: What are My Options?

If you haven’t heard about Google AdWords Remarketing by this point (1) get out from under that rock and (2) get back to the basics. Generally speaking, advertisers place a tag of some sort on their website. When a user reaches your website, the code snippet is fired on each pageview and subsequently cookies the user’s browser. The advertiser then creates audience lists which reference these cookies by defining particular eligibility conditions.

If you’re familiar with Remarketing then you might want to consider your options moving forward. Perhaps there’s a different implementation that is more appealing to you now.  Maybe you didn’t even know that you have options!  Check out the list below to learn what you can do. (more…)

Creating Marketing Personas to Improve PPC Experience

Creating Marketing PersonasWith minds constantly clouded by metrics and potential account optimizations, PPC account managers all too often overlook the most critical component in their marketing campaigns — Users.  By creating marketing personas we can keep users at top-of-mind and address them throughout the campaign build and optimization processes to prevent any potential oversight.

However you refer to your users, the people that come to your website seeking goods or services are THE driving force behind any and all current and future marketing initiatives.  Your website and business both depend on the user, so why not develop a marketing strategy that considers them as well?  The user is the single most important element in any PPC campaign, so please don’t make the mistake of forgetting about them when creating campaigns and associated content.

Creating marketing personas isn’t exactly easy, but it also doesn’t need to be complicated.  Use what you know about your business goals, your website, and your PPC campaigns to develop different types of personas.  Remember, your website doesn’t have just one type of user.  There are many and each persona behaves differently.  The content you deliver via your PPC campaigns should match the personas of users you expect to engage with your ads.  The end result will be a quality user experience and improved conversion rates.

So how do we get started creating marketing personas?

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Target Conversion Funnel in Paid Search Strategy

conversion-funnelPPC account managers should consider the conversion funnel while modeling an account’s structure.  Well-thought-out campaign organization and intelligent keyword selection will help build a quality user experience and improve performance. Think hard about the content your visitors are looking for and deliver it at the right time by building an account focused around these concepts.
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How to Choose the Best PPC Agency

I’ve received a lot of feedback recently related to PPC agencies and the quality of service they provide. Sometimes the responses are encouraging, and other times they are somewhat disheartening. My hope is to squash these feelings and to provide anyone looking for quality service with a template to assess their prospective (or current) agency.

My advice is really quite simple: Do not be afraid to ask tough questions at any time during your relationship with your agency. It is simply unacceptable if at any point you feel slighted. To me, this is a sign of poor communication and lack of transparency.

You’ve entered into a partnership and, as such, the relationship is mutually beneficial OR detrimental. Take the time to work out the kinks and develop a solution that really works. In the long run, it will benefit both sides. (more…)

Active View CPM Changes Display Advertising Forever

Google AdWords Active View CPMThe most common display advertising cost structure is and always has been the CPM model, or cost-per-thousand impressions.  CPM is a semi-standard option that has been available across the full gamut of advertising options for years and years.  In fact, CPM stems all the way back to the olden days of print ads.  Remember those?  Oh, good… me neither.

The goal of the CPM advertising model is a very simple one at its root.  The advertiser seeks to expand advertising reach and ensure that ads have been viewed by as many users as possible.  Seems simple enough, and, conceptually, it’s a sound strategy.  Unfortunately, the cold, hard truth is that there has always been one unavoidable problem: measurability.

No worries though. We can kiss this problem goodbye with the advent of Active View CPM, because this bidding model guarantees that your ads are seen.  Display advertisers everywhere, REJOICE! (more…)

3 Advanced Tips to Bolster AdWords Display Campaign Performance

Are you running Google AdWords Display campaigns?  Is your ROI suffering as a result?  Are you about to give up on what seems like a lost cause and waste of precious advertising dollars?

If you answered “yes” to each of these questions then your AdWords campaigns probably aren’t looking so hot at the moment, but don’t give up just yet.  Test the advanced tips outlined below to get your display campaigns back on track and running smoothly in no time.

Whether you’re looking to generate conversions or build brand awareness, display campaigns can be an incredibly effective advertising outlet when everything is set up correctly.  You obviously knew this or you wouldn’t have jumped in to the world of display advertising head first.  So resist the temptation to quit and test some new display options now.
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An AdWords Wishlist for Google Claus

Google AdWords WishlistAlas, the holidays are upon us.  ‘Tis time to make merry, revel in cheer and spread joy across all the digital lands of yore.  Let us reminisce of the improvements we’ve made to our pay-per-click accounts throughout the year and exalt the future optimizations that the new year will bring.

Now I have the cheesy Dickens-esque intro out of the way…

I’ve been a really, really, reeeaaalllyy good PPC analyst this year.  So, I surely must have made the big guy’s “Nice” list.  What better time to take a moment to compile my Google AdWords wishlist and e-mail it off to Santa [Clara]?  What I really want this year is to spread the joy of PPC to the needy SEMs in the world.

The AdWords wishlist that I’m sending to Google Claus would simply ask for a short list of “improvements” I’d like to see from the Google AdWords platforms in the months ahead.  Without further adieu…

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