As SEM continues to evolve, so too should your strategies. Here's how you can align PPC bidding strategy with current keyword performance to effectively optimize campaigns.
Articles by Joseph Kerschbaum
Resources like Google AdWords Display Network and Facebook Custom Audience Profiles gives marketers many low-to-no-budget options for acquiring demographic data for SEM campaigns.
Before you dig into account restructure concerns, there are a few high-level strategic actions you have to take.
If you are a pay-per-click manager, at some point you’re going to inherit an existing account. Here is a checklist of items to review before committing to a restructure.
New features and targeting options are added all the time to the Google Display Network, so here's a deeper peek at two recent developments that could use extra definition.
These tools will help PPC account managers simplify their monitoring processes, allowing them to streamline their campaign reporting and optimization.
The Home screen is an under-utilized element of your AdWords account. Here's how to reorganize in order to get to your data efficiently.
If you push to learn and test new ideas, you will diversify your campaigns, which will help your overall performance. But through this process you will grow as a campaign manager as you expand your knowledge and experience. Here's how to get started.
Don't get stuck in the mire of the present and always putting out fires within your account. PPC managers need to reside in the future, past, and present simultaneously in order to get the full scope of their campaigns and optimize them successfully.
The number of factors that may influence your PPC performance is almost endless, so PPC managers have to continually sharpen their analytical focus. Here's one example of why sleuthing is a critical skill of managing PPC accounts.
Targeting via the GDN is extremely complex and it’s difficult to master. There are a few pitfalls that may cause you to generate erroneous spend, resulting in poor performance – but ultimately, I blame the children. Here's why...
Consider reviewing these tactics within your mobile campaigns and making some adjustments to improve your results. If you aren't yet fully invested in mobile PPC, then let these serve as cautionary tale on where there may be some bumps in the road.
Clean out some of those old, lingering strategies that should be retired in your PPC campaigns and start fresh for the New Year. This checklist will help you make sure everything in your paid search accounts are purposeful and correct.
Getting the most out of your seasonal high tide can be exciting, but don't neglect what lies ahead: the slow season. Here's how to maintain holiday momentum and foster lifetime customers using a mix of social media, remarketing, and email.
Q4 doesn't have to be a wasteland. Till the soil of this fertile time of year so that your crops in Q1 will be bigger and better! This list of tactics will help make you as highly visible to your audience as possible now to ramp up sales in Q1.
Regardless of your product or service offering, you should start reviewing, planning, organizing, and optimizing for Q4 right now. Here's a checklist of strategies and things to think about now to end the year the on a triumphant note.
Countless entities can damage your PPC campaign's performance – from seasonal trends, to more competition, to implementation errors, and more. Here are some defensive strategies to help protect your hard work and preserve your positive progress.
Marrying online and offline marketing initiatives is a daunting challenge. If you're looking to improve your lead generation efforts, here are a few techniques to help boost online conversion rates while enhancing your offline close ratios.
We all want our website to be user friendly. But you don't get there without constant analysis and optimization. Here's how the Visitor Flow reports within Google Analytics can help you determine the complexity of your website to the average user.
Improving your conversion rate is one of the most important tactics in your SEM toolkit. Yet, the purchase/lead confirmation page is often overlooked. Here's a short list of ways to get more out of your confirmation page – and grow your business.