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.
Articles by Melissa Mackey
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?
Were some PPC pros right to be concerned about how their ads would perform at the bottom of the page – despite the fact that Google claims higher CTR? A look at client performance data before and after the addition of ads at the bottom of the page.
Every now and then, we all need to remember the basics that are the framework behind every successful PPC campaign. If you’re new to PPC, step away from the AdWords interface and take a look at these mainstays before you do another thing with PPC.
Google AdWords’ Sitelinks are a powerful optimization tool for any PPC account – one you should be using, if you aren't already. However, there are some downsides to AdWords sitelinks, including painful conversion tracking and no ability to pause.
Google AdWords’ Sitelinks are a powerful optimization tool for any PPC account – one you should be using, if you aren't already. From great CTR, to a competitive advantage, and to brand awareness, here's what's great about AdWords sitelinks.
Whether you’re an in-house or agency PPC professional, chances are you’ll need to provide regular campaign performance reports. The numbers in a good PPC report need to provide context, align with campaign goals, and lead to recommendations.
PPC managers can be tempted to immediately try all the latest and greatest new features. It’s like a dessert table of delicious PPC choices – you can’t decide, so you grab one of each. Here’s why testing too many things at once can backfire.
An Advertising Age columnist recently called SEM "the worst form of advertising." His article is all kinds of wrong and filled with misconceptions. Yes, Virginia, PPC is advertising, and an effective form of it, too.
If you're a PPC newbie, here are some basic strategies to get the best results from your PPC campaigns right away.
Before a PPC ad can generate a conversion, it needs to generate a click. If you want to improve your CTR, these steps will help you.
Campaign Experiments is a great enhancement that can really take your PPC campaigns to the next level, but it also poses many challenges and can be quite confusing.
News of this puzzling modification to AdWords has been greeted with a negative reaction from the search marketing community. It's hard to believe the display URL change can possibly benefit Google or advertisers.
A step-by-step guide for advertisers on how to set up placement targeted campaigns.
Lost revenue from click fraud can be minimized. Here's what search advertisers can do to avoid wasting budget.
A new and little-known feature called Segments can take your campaign performance to the next level. Here's how.
Catch up on the latest: Google Reports, Google Campaign Experiments, and Facebook's "Broad Match Targeting."
You should be making extensive use of modified broad match in your PPC campaigns. And here's why.
How to optimize for the best possible ROI in your Facebook PPC campaign.