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Paid Search/Online Ads Archives - Bruce Clay Blog

August 29, 2014

Complete PPC PLA Shopping Campaign Crash Course ─ Conversion Deadline Sunday!

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Before you start packing up and traveling with family, remember that August 31, this Sunday, is the last day to upgrade your Product Listing Ad (PLA) campaigns.

Don’t panic!

In efforts to make this weekend much more enjoyable for you, here are some tips on upgrading to Shopping Campaigns I think will shine light on the “phases” that take effect in September if you do not upgrade your PLA campaigns.

Read all our tips and resources for AdWords Shopping Campaign conversion and find out what happens if you don’t manually transition your PLA campaigns in our Complete PPC PLA Shopping Campaign Crash Course.




August 20, 2014

Preparing Your Holiday PPC Campaigns ━ AdWords Changes Since Holidays 2013

holiday shopping at the mall

Ho ho ho! Tis the season to be campaigning. It’s that joyous time of year again to start planning and preparing for Cyber Monday, Black Friday and other holiday campaigns. For marketers and retailers across the globe, the holiday shopping season is upon us. And your holiday PPC campaigns need to be ready long before your customers start to get their shopping and bargain hunting on. In case you’ve been hibernating in a bat cave since Valentine’s Day, here’s a rundown on everything that’s changed in PPC since last Christmas when you gave your ad dollars away:

  • PLA campaigns replacing Shopping Campaigns by end of August
  • New campaign management tools
  • New and improved ad extensions
  • Flexible conversion counting

Learn the full details of all the changes in AdWords since the last holiday season in Preparing Your Holiday PPC Campaigns.




August 7, 2014

Automatic Bidding vs. Manual Bidding: What’s Best for Your Business?

Automatic Bidding Michael Shore

“What’s best for my account, automatic bidding or manual bidding?”

I’m Michael Shore, the paid search manager at Bruce Clay, Inc., and it’s a question our PPC team hears all the time. The answer? It depends!

Most people do not like hearing that answer. Trust me, I wish I had a more definitive answer, but it really does depend on many factors. Before I continue, we all must accept one of the universal truths of PPC management — every client is unique. What works for one client may not work for another. This applies to almost every aspect of a PPC campaign, especially bid and budget management.

What I can provide is a detailed explanation of automatic bidding and manual bidding, and a detailed look at the pros and cons of each. This guide can help you make a more informed decision when it comes to deciding which is the right option for your business.

Read more of Automatic Bidding vs. Manual Bidding: What’s Best for Your Business?.




July 11, 2014

3 Enhancements to Bing Ads Manager Rolling Out Now

Bing Bid Estimation Workflow Enhancement screenshot

A few changes to the Bing Ads user interface are rolling out and we got a walk through of them earlier this week. If you’re managing paid search campaigns on the Yahoo Bing network, expect to see these tweaks to your UI in the coming weeks.

  1. Exclude 0-Click Terms in Search Terms Report
  2. Bid Estimation Workflow Enhancements
  3. New Delivery Statuses

Read 3 Enhancements to Bing Ads Manager Rolling Out Now




Best Practices for NEW Google Shopping Campaigns

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Yesterday morning the Google Shopping Team, including Partner Education Manager, Nicole Premo, and Product Specialist, Chris Azalde, held their second Google+ Hangout where they discussed best practices for Shopping campaigns and AdWords Editor support.

During the informational session, the Shopping Team reviewed a few items to keep in mind when managing the new replacement of PLAs and Shopping Campaign benefits. Whether you’re new to Product Listing Ads or a PLA master, the following takeaways and recommendations will help you with the Shopping campaign transition taking full effect in late August.

Here you’ll find takeaways from the Google+ Hangout including:

  • Best practices for implementing a Google Shopping campaign feed
  • A heads-up on updated data feed attributes
  • Shiny new features coming to the AdWords Editor (version 10.5!)

Read Best Practices for NEW Google Shopping Campaigns.




July 9, 2014

PPC 101: 3 Musts of Catchy Paid Search Ad Copy

ppc ad copy tips

You have been handed a new account to manage. Congratulations! Freaking out? Don’t! No need to start pulling out your hair. In this post, we will cover a few 101-level PPC tips to get you writing ads that draw eyeballs and clicks. Note that these methods are applicable for new accounts and accounts with historical data alike.

Writing creative ad copy is an important skill for the small business managing their own paid advertising as well as a company who hires an agency to manage their account(s) for them. The skill of writing ad copy that gets clicks is one that is honed through repetition, testing and seeing what works with practice. But to give you a boost I’ve distilled the vital qualities into three key points that when kept in mind can help you obtain the results you want from your ad copy.

Read PPC 101 Tips: 3 Musts of Catchy Paid Search Ad Copy




July 1, 2014

15 Questions to Ask When Hiring a PPC Agency

Photo by Marco Bellucci (CC BY 2.0).

Shopping for the right PPC management agency can be just as tough as managing PPC campaigns themselves. In an industry that is becoming increasingly flooded by PPC “agencies,” how do you find the right one for you? I’m the SEM manager at Bruce Clay, Inc., and over the years I’ve worked with dozens of companies, many with horror stories of prior experiences with sub-par PPC agencies. They’ve shared tales of wasted spend due to poor quality keywords, poor campaign setup, failure to track to conversions and more — choosing an unqualified PPC agency is a costly mistake.

The awesome thing is you can save a lot of time, headache and money by thoroughly vetting PPC agencies. Read on to discover the questions you should be asking in order to find the right PPC agency. Read more of 15 Questions to Ask When Hiring a PPC Agency.




May 30, 2014

SMX Advanced 2014 Series: ‘Mad Scientist’ Seth Meisel Reveals Secrets to Paid Search Wizardry

Seth-Meisel

The countdown to SMX Advanced 2014 is almost over — two weeks to go until Internet marketers gather in Seattle to learn from the brightest minds in SEO, SMM and SEM. I’ve been interviewing select SMX Advanced speakers this month, giving readers a sneak preview of what they can learn if they attend their sessions June 11-12. Lisa Williams (director of digital marketing strategy at Search Discovery) let us in on her search + social secrets and David Roth (VP of marketing at Move, Inc.) revealed his top content marketing tips. Today, Seth Meisel divulges his proven strategies for harnessing the powering of remarketing and paid ads.

SEM Manager Meisel runs remarketing campaigns for national drugstore chain Walgreens. He’ll be taking the SMX stage on June 11 at 9 a.m. to speak in “The Mad Scientists of Paid Search” and again at 1:45 p.m. in “Maximizing The Synergy Of Paid Search & Social.” Here, Meisel gives us an inside look at some of the highly successful strategies within paid search.

Read more of SMX Advanced 2014 Series: ‘Mad Scientist’ Seth Meisel Talks Paid Search Wizardry.




May 27, 2014

8 Actionable AdWords Tips for PPC Managers

ppc managers adwords tips

Any successful PPC manager will tell you the same thing: a solid account structure — built on a firm understanding of your website’s navigation and existing performance data — is the basis for improved reporting, budget management and, most importantly, performance.

But successful PPC managers will also tell you that this is only the beginning — in addition to a solid account structure, there are many ways to improve your results and create a highly successful campaign. In the years I’ve spent managing SEM campaigns for both national and international companies, including Inc. 500 companies, I’ve come up with 8 actionable AdWords tips that will help PPC managers skyrocket their campaign’s success

Read more of 8 Actionable AdWords Tips for PPC Managers.




April 25, 2014

New AdWords Feature: A Drill Down into Drafts and Experiments

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This week’s AdWords Performance Forum featured a lot of great new and upcoming features. It wasn’t much of a surprise to many advertisers that Google is continuing to focus on mobile and bid automation as two key areas of improvement, and updates here are likely to be very positive. One of the most exciting announcements, however, was the unveiling of “Drafts and Experiments.” As the name implies, there are two main product improvements here. 3Q Digital’s Senior SEM Manager Eric Smith takes a guest spot on the blog today to explain the new draft and experiment functionality.

Read more of New AdWords Feature: A Drill Down into Drafts and Experiments.




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