The Google Display Network can generate great results. However, with so much impression inventory, it’s also possible to generate a lot of spend with a poor ROI. Don't crash and burn! Here's how to establish a solid campaign structure foundation.
Articles by Joseph Kerschbaum
One of the core tactics of PPC campaign optimization is search term analysis. Learn how to locate your raw search term data and group it together to focus your analysis, add relevant keywords, and ensure you're more likely to generate positive ROI.
When managing PPC campaigns, specific trends and statistics can be in direct conflict. These polarizing trends often occur with stats that should be parallel or at least trending similarly. Here’s how to make sense out of nonsense.
Bad performance data can be caused by technical glitches, seasonal fluctuations, other marketing channels, or natural disasters. Here’s how to spot trends that may indicate compromised tracking and how to mitigate the damage to your PPC campaigns.
It’s been an action-packed year for paid search advertisers. You may have been feeling a bit overwhelmed with all the new features added to Google AdWords or Bing Ads. Now it’s time to make sure you're utilizing all these features to their fullest.
Establishing benchmarks and creating realistic goals for your paid search campaigns can help refine your strategy, align your PPC campaign with wider-scope business objectives, improve performance, and serve as a source of motivation.
Google will soon enforce an existing policy regarding sitelink usage. The policy states that each sitelink within a campaign needs to link to a unique landing page/content on your site. Here is a short action plan for your sitelink implementation.
Absolutely manage to your success metrics: CTR, conversion rate, CPA, CPC, ROI and anything else that drives your business. However, don’t lose sight that every impression is a person on a journey. Each click is loaded with hopes, dreams, and fears.
People seem to think that the Google Display Network is like drinking from a fire hose: turn it on and get a ton of traffic. But if not managed correctly your campaign will drown in unqualified clicks and poor ROI if not managed properly.
Targeting users via psychographic and demographic information on the Google Display Network is nowhere near as easy as Facebook. But with some effort, research, and a patchwork plan, you can apply your defined Facebook audiences to your GDN efforts.
One of the most important elements of conducting tests – especially ineffective tests – is communication. You need to make sure that all stake holders understand what was tested; why the test wasn’t successful; most importantly – what was learned.
Sometimes you need to take a step back and review the PPC battleground from afar. Extract yourself from keyword-level analysis and take-in the bigger picture. Here are some motivational and rejuvenating tactics to help get you back on track.
When managing PPC campaigns, it’s good to have someone watching out for us just in case something goes awry in a campaign. The automated alert functions within Google AdWords and Google Analytics may be as close as we’ll get to PPC guardian angels.
Analysis prioritization is critical when diagnosing an ailing account. Knowing whereto look within an account for optimization opportunities is just as important as knowing what to do when these opportunities are discovered.
With wave after wave of insightful stats, a common hazard for PPC managers is losing site of the shore and getting lost at sea. Here’s how you can avoid losing sight of your core business objectives when you’re neck-deep in statistics.
For PPC managers, hosting awesome meetings/calls is mission critical. Implementing these tactics will provide you the chance to control the conversation and make sure that the powers-that-be understand what is happening with your PPC campaign.
How do you and your team stay focused, innovative, and passionate about your PPC campaigns? These seven resolutions will help you stay on top of your game, keep innovating, energize your entire approach to PPC, and generate awesome results in 2012.
The LinkedIn lead collection bar may help capture folks who are on the fence. So, this actually should increase your overall campaign conversion rate when you blend core conversions from your website and leads you receive directly within LinkedIn.
The folks on LinkedIn are professional, so your ads and landing pages should look professional, too. Follow these tips and tactics, and your LinkedIn advertising campaign will be well on its way to higher click-through rates and conversions.
According to LinkedIn’s ad tool, the social network has more than 120 million users. With LinkedIn adding one new member per second, smart marketers can’t ignore a concentrated audience of this size. Here are some ad targeting opportunities.