The Bing Ads Keyword Distribution Graph takes data filtering and slicing to a new and visual level. It lets you identify low or high performing keywords, obtain subtotals by segments quickly, and more. Here's some of what PPC marketers can expect.
Articles by Melissa Mackey
The test matrix is your roadmap for executing PPC tests – it becomes a living record of all the tests you’ve done. By following a systematic approach to ad testing with a testing matrix, you’ll give yourself the best chance at great ROI from PPC.
While fancy attribution modeling is a reality today, most companies aren’t using it. It’s expensive, and marketers don’t understand it. Multichannel attribution isn’t going away, though, so it’s time to understand how it works.
Mistakes aren’t bad … if you learn from them. Not even seasoned PPC professionals are perfect. Here’s hoping you can avoid these blunders involving geotargeting, keywords, and conversion and tracking – or fix any errors you’re guilty of.
Everyone makes mistakes. You’ve heard that saying a thousand times, yet it still rings true. Not even seasoned professionals are perfect. Usually blunders are the best way to learn. Here are some mistakes PPC pros have made, and how to avoid them.
It’s time to fix your quality scores. Many advertisers have hundreds, if not thousands, of keywords, so prioritizing optimization efforts is a must. Here’s how Bing Ads Intelligence can help improve your quality scores and landing page relevancy.
So, you’ve taken the plunge and hired a new PPC manager. Maybe you’ve decided to hire a PPC agency, or maybe you’re keeping PPC in house but want someone to manage your program full time. Either way, congratulations! Here are 7 questions to expect.
You want to know if you’re making money on PPC, but what is the best method to calculate the return on your advertising investment? We examine three methods: return on ad spend, return on investment, and profit per impression or click.
By intelligently analyzing advanced web analytics data, you can glean new insight and optimize your campaigns like never before. These three advanced analytics techniques can really take your PPC optimization to the next level.
Campaign optimization is one of the most important tasks a PPC manager can perform and essential to PPC success. But if you’re spending all your time in the AdWords and Bing Ads interfaces, you’re missing a big part of the PPC optimization picture.
In PPC, the context is in the mind of the searcher. When we search for something, we know what we mean, but a search engine may not. As a result, especially with one-word queries, you fall into the ambiguity trap. Fortunately, there are solutions.
Keywords are the building blocks of nearly all search-based PPC campaigns. But these free tools are often overlooked in the PPC keyword research process. Taking these tools for a whirl may just help take your campaigns to the next level.
There’s an old adage that says “averages lie.” Nowhere is this truer than with PPC data. If you’re focusing exclusively on averages, your campaign is undoubtedly suffering. Some aggregation is necessary. but it’s a mistake to focus only on averages.
Power to the PPC people! Google has changed course on the AdWords ad rotation change, following massive outcry from advertisers – including an online petition. We talk with Neil Sorenson of ZAGG.com about the petition he created and its outcome.
If you’re like a lot of PPC advertisers, you’re probably spending most of your time on Google AdWords, probably because it sends you most of your traffic. But if you haven’t used Microsoft adCenter recently, it’s time to take another look.
There are a seemingly endless number of options, and not all of them are readily apparent in the Google AdWords interface. Keep these settings in mind when creating your next new campaign to potentially turn mediocre results into amazing results!
Good reporting is a key to proving the value of PPC and the job you’re doing managing PPC. Reports with poorly-crafted charts and rows of numbers suck. Use the right charts to effectively visualize your data, and combine them with solid analysis.
Whether its overgrown ad groups, sickly keywords, unproductive keywords, overgrown ad copy tests, or a particular product or service is failing to thrive in PPC, it's time to get pruning. Your PPC garden will thank you with healthier growth.
An agency/client PPC relationship is a lot like a doctor/patient relationship. Both parties are responsible for the health of the campaign, and they need to work together. Not doing so can lead to less than optimal PPC well-being.
In PPC, it’s great to grab one of the premium positions above the search results – but you can still score (i.e. convert) even if you’re in a side position. So what keeps PPC advertisers from crossing the 50-yard line of search and scoring?