Articles on CPA

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Why We Need Control in PPC

control-ppc

Modifiers are the answer to many PPC issues. Rather than taking control away from advertisers, modifiers would give marketers the control we need. Modifiers are the answer to many PPC issues. Rather than taking control away from advertisers, modifiers would give marketers the control we need. 0 Comments

How to Properly Analyze Ad Text Performance

advanced-analytics

When setting up a paid search campaign, proper structure is essential for success. By not looking at the data from a holistic point of view, you may end up in a situation where you are making decisions off of non-statistically significant data. When setting up a paid search campaign, proper structure is essential for success. 0 Comments

Google AdWords Launches Website Call Conversions

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AdWords will generate a forwarding number for each ad click that will measure calls made by consumers, enabling advertisers to attribute the call conversion and conversion value to each keyword. AdWords will generate a forwarding number for each ad click that will measure calls made by consumers, enabling advertisers to attribute the call conversion and conversion value to each keyword. 0 Comments

PPC Budget Forecasting 101

Budget

As pay-per-click professionals, we're often asked to play with our numbers, shift our budgets, and essentially predict the future. A daunting task, for sure. Here's a simple walk-through on how to answer those tough budgeting questions from clients. By recalculating your search account's potential, you can create a rough PPC budget forecast that will help you answer all of your clients' questions. 0 Comments

4 Mistakes Agencies Make to Lose Clients

Client Agency Love

Not understanding the client's business or economics, not doing enough keyword and competitive analysis, using a generic proposal template, and lack of communication and reporting the wrong metrics will cost you future business and current clients. Attract new clients and keep clients longer by avoiding these mistakes. These tips will help your search agency or consulting business be more successful. 0 Comments

The PPC Diagnostic Manual: How to Troubleshoot 3 Common Issues

Google AdWords Analytics Flatline

Diagnosing and fixing PPC problems is easier than you may think. Roll up your sleeves and use this troubleshooting manual to guide you through some of the most common problems you’ll face in PPC, with steps you can take to fix what’s broken. Diagnosing and fixing PPC problems is easier than you may think. Roll up your sleeves and use this troubleshooting manual to guide you through some of the most common problems you’ll face in PPC, with steps you can take to fix what’s broken. 0 Comments

4 Reasons You Should Start Obsessing About AdWords Quality Score

Cost Per Conversion vs Quality Score

Your quality score is very important and you'd be crazy to ignore it. Simply put, if you're an AdWords advertiser, improving your quality score should be at the top of your agenda. Here are four reasons why quality scores are so important. Your quality score is very important and you'd be crazy to ignore it. Simply put, if you're an AdWords advertiser, improving your quality score should be at the top of your agenda. Here are four reasons why quality scores are so important. 0 Comments

Google on How to Reach Consumers Across Devices at SES London 2014

Ian Carrington at SES London 2013

The pace of change is only accelerating. Make sure your message is on every device possible. Collect all the data you can so you make make the right decisions at the right time so you can understand the customer behind the keywords. The pace of change is only accelerating. Make sure your message is on every device possible. Collect all the data you can so you make make the right decisions at the right time so you can understand the customer behind the keywords. 0 Comments

2 Essential Pivot Table Skills for Marketers: Summarizing Data and Calculated Fields

iferror Calculated Fields

You poured data into a pivot table. Now what? Make them smarter. Here's how to use Summarizing Data and Calculated Fields in order to get a different perspective on your marketing data through the pivot table function. You poured data into a pivot table. Now what? Make them smarter. Here's how to use Summarizing Data and Calculated Fields in order to get a different perspective on your marketing data through the pivot table function. 0 Comments

Google Adds Ability to Undo Changes in AdWords

Google AdWords Changes

Google has finally added a long requested feature to Google AdWords in the form of a simple "Undo" button, providing advertisers with a backup of every account change. Once the button is clicked, it will revert to the campaign as it was then. Google has finally added a long requested feature to Google AdWords in the form of a simple "Undo" button, providing advertisers with a backup of every account change. Once the button is clicked, it will revert to the campaign as it was then. 0 Comments

Hiring an SEO Agency: The Ultimate Client-Agency Relationship Guide

search-marketing-success

Considering hiring an agency for some or all of your SEO efforts? Here are some best practices on how to select the right agency, forge and maintain a strong, successful, long-lasting working relationship, and deal with hiccups along the way. Considering hiring an agency for some or all of your SEO efforts? Here are some best practices on how to select the right agency, forge and maintain a strong, successful, long-lasting working relationship, and deal with hiccups along the way. 0 Comments

Google Analytics Gives Advertisers Bid Adjustments Report

Google Analytics Bid Adjustments Report

Google Analytics now shows bid adjustment reporting, enabling advertisers who have linked their AdWords and Analytics accounts to run and analyze performance reports for each bid adjustment, and analyze it across devices, locations, and time of day. Google Analytics now shows bid adjustment reporting, enabling advertisers who have linked their AdWords and Analytics accounts to run and analyze performance reports for each bid adjustment, and analyze it across devices, locations, and time of day. 0 Comments

AdWords Flexible Bid Strategies: Two Steps Forward, One Step Back

stretch-armstrong

The idea of flexible bid strategies is interesting on paper and has potentially useful implications in the long term. For now it is simply a perplexing addition in the midst of Google AdWords' massive upheaval with enhanced campaigns. The idea of flexible bid strategies is interesting on paper and has potentially useful implications in the long term. For now it is simply a perplexing addition in the midst of Google AdWords' massive upheaval with enhanced campaigns. 0 Comments

Meet the New AdWords Flexible Bid Strategies: When to Use Them & What's Missing

bid-mouse

These bid algorithms offer significant improvement and a wide variety of options compared to enhanced CPC and conversion optimizer options that were previously available and also allow you to mix and match bid rules across campaign and ad groups. These bid algorithms offer significant improvement and a wide variety of options compared to enhanced CPC and conversion optimizer options that were previously available and also allow you to mix and match bid rules across campaign and ad groups. 0 Comments

A Preview of Bing Ads' Keyword Distribution Graph

bing-keyword-distribution-graph

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. 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. 0 Comments

How Will Enhanced Campaigns Affect AdWords' Conversion Optimizer?

Enhanced Campaigns Batman and Robin

The deadline to switch to enhanced campaigns is fast approaching. How will campaigns that utilize Conversion Optimizer be affected? Will this powerful tool continue to function when you combine device targeting and start applying bid multipliers? The deadline to switch to enhanced campaigns is fast approaching. How will campaigns that utilize Conversion Optimizer be affected? Will this powerful tool continue to function when you combine device targeting and start applying bid multipliers? 0 Comments

The Fallacy of Ad Testing

Test Tubes

Ad copy testing is one of the staples of good SEM agencies. "Test and test often" is a bit of wisdom you'll hear over and over in the field. But do you know exactly what you're testing? Can you really trust the results? In most cases, no, you can't. Ad copy testing is one of the staples of good SEM agencies. "Test and test often" is a bit of wisdom you'll hear over and over in the field. But do you know exactly what you're testing? Can you really trust the results? In most cases, no, you can't. 0 Comments

All Google Display Network Conversions are NOT Created Equal

all-animals-are-equal

The temptation to lower your maximum cost-per-click can be too powerful to resist at times, but don't be fooled by lower max CPC! By lowering that price, you’re lowering the quality of your placements and, in turn, the quality of your conversions. The temptation to lower your maximum cost-per-click can be too powerful to resist at times, but don't be fooled by lower max CPC! By lowering that price, you’re lowering the quality of your placements and, in turn, the quality of your conversions. 0 Comments

Recharge Your PPC Profitability: 5 Ways to Diagnose & Treat a Paid Search Slump

profit-graph

Every so often, after having worked on an account with successful results, there can be a plateauing or declining period. Even if you profits aren't dipping, proactively performing these steps will help your account operate at peak performance. Every so often, after having worked on an account with successful results, there can be a plateauing or declining period. Even if you profits aren't dipping, proactively performing these steps will help your account operate at peak performance. 0 Comments

Analytics Data Not Populating Into AdWords For Some Accounts

Google AdWords Logo

Google confirmed that conversions from Google Analytics weren't properly being imported into AdWords. Campaigns that are relying on this data for optimization such as CPA bidding haven't been getting data about conversions. This is now fixed. Google confirmed that conversions from Google Analytics weren't properly being imported into AdWords. Campaigns that are relying on this data for optimization such as CPA bidding haven't been getting data about conversions. This is now fixed. 0 Comments

Why Facebook Ads are Undervalued & How Advertisers Can Take Advantage

A pile of coins with two magnifying glasses

Facebook ads are of higher quality than the Google Display Network – and worth a lot more than advertisers are paying. If your product is a general consumer product, you can spend less money and see a higher return on Facebook compared to the GDN. Facebook ads are of higher quality than the Google Display Network – and worth a lot more than advertisers are paying. If your product is a general consumer product, you can spend less money and see a higher return on Facebook compared to the GDN. 0 Comments

Avoiding the SEO 'Fiscal Cliff' – Justifying Investment With Metrics that Matter

fiscal-pig

With 2013 upon us, and a fiscal meltdown promised by both sides of the political house, many brands have been looking at tightening belts and wallets during the first quarter as they play a waiting game on consumer sentiment and spending. With 2013 upon us, and a fiscal meltdown promised by both sides of the political house, many brands have been looking at tightening belts and wallets during the first quarter as they play a waiting game on consumer sentiment and spending. 0 Comments

7 Questions To Expect From Your New PPC Manager

question-heads

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. 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. 0 Comments