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Paid Search/Online Ads Archives - Page 4 of 27 - Bruce Clay, Inc. Blog

February 28, 2014

PPC Tool Review: Inside the Free AdWords Grader

AdWords Grader Wasted Spend Report

In the daily world of paid search, the analyst or marketing agency makes sure that they are providing their client with opportunities of growth and most importantly ROI. Yet, what tools do advertisers consider useful for PPC management? Just recently, Larry Kim, CEO of WordStream. invited me to a live demo of their new PPC auditing tool, AdWords Performance Grader Plus. Now as an analyst that considers herself an enthusiast when it comes to performance metrics and elaborate charts, I was intrigued to know what has changed or improved in comparison to their former AdWords Grader. Plus, any tool that might help with supporting my original analysis in efforts of providing the best results for my clients is okay in my book!

Read on for the new features now available through the AdWords Performance Grader.

January 6, 2014

3 Keys to PPC Management for Lawyers – and Anyone Bidding on Highly Competitive Terms


When it comes to PPC management, law firms have their work cut out for them. Keyword terms associated with attorneys and lawyers are among the most expensive keywords in Google AdWords. Law firms “can easily spend $50,000 to $100,000 per month on PPC,” according to Robert Ramirez, a senior SEO analyst at BCI who specialized in legal marketing for six years. As part of the Legal Marketing Series, Ramirez shared his expert insights in 4 Things Every Law Firm Website Needs for Optimal UX and SEO for Lawyers: 4 Tips to Get New Clients through Your Website.

Today, the series continues with PPC management strategies for lawyers with expert insights from Senior SEM Analyst Michael Shore. (If you’re brand new to PPC management, you can start with A Beginner’s 4-Step Guide: Delicious PPC Tips for Small Businesses.)

Read more of 3 Keys to PPC Management for Lawyers … and Anyone Bidding on Highly Competitive Terms.

December 2, 2013

Advanced Excel Tips for PPC Managers


There are many useful Excel tips for PPC out there and even more general Excel help forums offering all sorts of suggestions for formulas, reference sites, etc. It’s all great stuff, but one of the things I’ve had trouble finding lots of info on is reporting templates for PPC.

For those savvy in Excel, it’s fairly easy to use the formulas and tips you find online to build yourself a clean and nice-looking report. Building out sheets for each variation and request and manipulating the data for each report, though? That’s a major time sink. But rather than pay a third party to make your reports for you, which costs lots of money and adds a potentially clumsy middleman, you can learn to do automated reports yourself and become the office hero.

Read more of Advanced Excel Tips for PPC Managers.

October 3, 2013

Conversation: Where’s Paid Search Going In 2014? #smx #33A

SMX East 2013 Sponsor

But, as all good things come to an end, we’re going to be wrapping up our conference coverage with a long-view look of paid search and online advertising. The session description hints at how many new considerations may increasingly affect advertising online.

“Paid search marketers have a lot of new things to consider:

  • the impact of Google’s Enhanced campaigns,
  • sophisticated new retargeting options,
  • new ad formats and changes in results page layout,
  • and paid inclusion in shopping search.

Join us for this PowerPoint-free discussion on how these significant developments will change PPC campaigns efficiency and effectiveness in the coming year.”

Read more of Conversation: Where’s Paid Search Going In 2014?

September 26, 2013

6 Reasons AdWords Campaign Experiments are an ACE in the Hole

Screenshot of Adwords Campaign Experiments

AdWords Campaign Experiments (ACE) have been around for a couple of years and (in my opinion) are one of the platform’s most under-used functions. They remain eternally in beta status and always seem like they might go away, but so far they’ve stuck around. If you aren’t using AdWords Campaign Experiments, you should be — specifically for ad text experiments. Discover how AdWords Campaign Experiments can help you.

Read more of 6 Reasons AdWords Campaign Experiments are an ACE in the Hole.

September 25, 2013

#SMX East 2013 Interview Series: PPC Tools & Tips with Elizabeth Marsten


The countdown to SMX East 2013 continues. The excitement is palpable at BCI — just three days until search marketing madness descends upon on New York City. As part of our SMX East 2013 Interview Series, we’ve been talking with speakers about hot topics on the SMX agenda. Today, the party continues with Elizabeth Marsten.

What’s in My SEM Toolbox will feature Marsten, Andrew Goodman and Frederick Vallaeys. The Tools Track session will explore tips on running, organizing and tracking paid search campaigns; why tools are a necessity, especially when you’re working with thousands of keywords; and the tools favorited by these distinguished speakers.

Read more of SMX East 2013 Interview Series: SEM with Elizabeth Marsten.

September 9, 2013

Pay Per Click Optimization: Don’t Underestimate Assisted Conversions


Weeding out under-performing PPC keywords isn’t as straight-forward as it may seem; sometimes keywords that look like under-performers according to the stats are actually assisting highly valuable conversions. That’s why a critical component of pay per click optimization is identifying and using these keywords. Read on for further explanation of assisted conversions and how you can make the most of assist keywords.

Read more of Pay Per Click Optimization: Don’t Underestimate Assisted Conversions.

September 4, 2013

PPC Optimization: 5 AdWords Features to Strengthen your Campaign

In a recent Learn with Google webinar, Google highlighted five features in AdWords that allow you to examine your PPC campaign from all angles. Learn about the latest functionality within AdWords that allows you hone in on specific dates, or join forces with Google Analytics. Explore reports that give a bird’s eye view of your PPC landscape, allow you to scope out the competition or peruse your customers’ journey before converting.

All five AdWords features are integral to PPC optimization. Discover how to leverage each of them to the benefit of your PPC campaign, with critical insights from Google VIPs and BCI’s Senior SEM Analyst Michael Shore. Explore all the features, or click on a heading to jump around:

1. Time Period Comparisons
2. Top Movers Report
3. Auction Insights Report
4. Search Funnels
5. Google Analytics Columns

Read more of PPC Optimization: 5 AdWords Features to Strengthen your Campaign.

August 29, 2013

Speed Interviews with aimClear’s Internet Marketing Wonderteam Reveal PPC & Social Marketing Advice

aimClear office breakfast and wine

If you could have dinner with one person in marketing and have them answer all your questions, who would it be? My dream scenario came true when I visited the office of aimClear in Duluth, Minnesota, this month. And not to brag, but it was even better than the hypothetical.

In between admiring the internationally assembled fine art collection and sipping 98-point Pinots in the office — for breakfast! Oh the decadence! — I had a chance to glean Internet marketing advice from Marty, Annalise, Merry and Manny. In order to rebalance my Karma points, I’ve got to share some of this wisdom with the rest of the Internet. What follows are the results of a word association game played with the mental muscle at aimClear.

Read more of What Works on Search & Social? Speed Interviews with aimClear’s Internet Marketing Wonderteam

July 22, 2013

PPC Set-up Tips for Google AdWords Enhanced Campaigns

Setting up geo-targeting - Step 1

Today, July 22, 2013, Google AdWords accounts are being switched over to Enhanced Campaigns. This guest post by Rick Farago, Sr. Account Manager at PPC Associates, provides some guidance to those unfamiliar with the new feature set of Enhanced Campaigns. For more info on Enhanced Campaigns and why Google introduced them, check out insights from PPC specialists in our liveblog posts “PPC Best Practices in an Enhanced Campaign World” and “Enhancing AdWords for a Constantly Connected World.” Now, take it away, Rick.

Enhanced Campaigns, they are a-comin’. The pros and cons have been heavily discussed, so we’ll jump right to a few set-up tips that can help you get a jump on optimization.

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