Back in December 2012, I wrote a blog post that covered my 2013 New Year’s Resolutions for PPC. And with the year nearly come and gone, I figured I could take stock of what I committed myself to – and it was a mixed bag. There are definitely a few items I can confidently check off my list, but with others I’m sad to say, I know I could do better. So I set out to grade myself.
Archive for the ‘Paid Search’ Category
Alas, 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…
Ah…the holidays. Countless hours of precious time spent with family, friends and if you manage a retail account – Google AdWords. Knowing what I know now, however, there’s lots of prep work that I’d recommend implementing up front to streamline budgeting and flipping creative so that you can spend more time managing and making decisions to result in a profitable holiday season.
I’ll outline four strategies and tips to keep in mind as you finalize plans around Black Friday, Cyber Monday and the entire month of December. Here’s the goal for your sanity during holiday PPC management:
Not this: Rather, this:
All too often landing pages are overlooked as important variables in the search engine marketing equation. Many marketers and advertisers alike assume that their job is finished after searchers begin to click their links and/or ads. WRONG! If you learn one thing from reading this blog today it is going to be this:
YOUR LANDING PAGES ARE THE MOST IMPORTANT PIECES OF THE SEARCH ENGINE MARKETING PUZZLE.
Think about it…
Manatees, the gentle giant of the sea, were routinely hunted pre-historically by the Taino and other Caribbean people, for everything from their hides and meat, to their bones themselves, which were ground up to treat various ailments such as asthma. Hunting of manatees was banned in 1893, and so the question of whether manatees could also be used to increase your website conversion were generally thought to be unanswerable. Until today.
I literally laughed out loud after typing “New Need-to-Know about AdWords.” So, I changed “New” to “New(ish).” In the PPC world, if it didn’t happen five minutes ago, it’s old news.
There is, however, a pretty huge and recently rolled-out change that shook our PPC worlds at Luna. It was the kind of announcement that elicited the following response:
Ok…you don’t need to watch all six minutes and 32 seconds, but you get the idea. This update is pretty mind-blowing. (more…)
Learn to reap sweet, sweet rewards from paid search by utilizing a few tips to help streamline account management. It’s vital that you are familiar with tools and features provided within the interface and that you always look ahead for new tools and features on the horizon. (more…)
We all make mistakes, that’s a given. And I’ve probably done at least a few of these on these least by accident in the early days of PPC management. Now that I have gained some sensei wisdom, I can say with some finality that there are just some mistakes that should never, ever happen. Go forth and learn.
1. Targeting display and search together – the gif sums it up pretty nicely. When you target these two networks together, Display will probably eat the lion-share of the budget, leaving little opportunity for Search to perform. You will see low CTR and low conversions. You’d have more fun throwing that cash-money out the window. (more…)
It’s tedious. It takes time. You’d rather quickly launch new campaigns to immediately generate data and analyze results. I get it – the anticipation is killing you!
That said, taking the time to thoroughly audit prior to launching will save you headaches, heart palpitations and not-so-fun conversations explaining why monthly budget depleted in two days.
This article provides a laundry list of boxes to check for new campaigns so that you can avoid this feeling: