PPC Archives - Bruce Clay BlogAugust 29, 2014
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.
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
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
“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.
July 1, 2014
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 27, 2014
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
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.
April 18, 2014
Internet marketing is evolving — are you? This month’s SEO Newsletter focuses on amplifying your business’s online reach with articles explaining how to use an underutilized and under-publicized paid, local search marketing platform, AdWords Express, and a guide intended to help a business choose which social networks are a good fit for their audience and investment. The strongest SEO campaigns work hand-in-hand with paid campaigns and social media marketing, both of which amplify a brand’s reach among new audiences.
Read more of SEO Newsletter: AdWords + Social Media = Amplified Reach.
March 24, 2014
This year Bruce Clay, Inc. writers Virginia Nussey and Chelsea Adams were able to attend 40% of the SMX West sessions offered March 11–13, 2014. From the sessions they attended, they were able to compile 24 live blog posts, and 30 actionable takeaways for anyone needing a quick hits summary of the event.
Continue on to read 30 Smart Online Marketing Tips From SMX West , and to add your own to the list in the comments section.
March 3, 2014
As paid search managers, we know that most visitors don’t convert on the first visit. In fact about 98% of people don’t convert upon first visit. Why does this happen? Why can’t people just pull the trigger on their first visit to your website? Members of your target audience begin by thinking about their general problem and they start running search queries through the search engines. As those folks get more educated, their search queries get smarter and more specific. Eventually, members of your audience are more aware of their options (you and your competitors) to solve their problem, and they start to make comparisons. At the end, your prospect knows what solution is a good fit for them or their company — and hopefully that’s you!
Sure, the purchase process isn’t always this clean, easy and linear. People hop back and forth between devices, channels and priorities on any given day, and this can be extremely challenging for SEM managers to monitor, manage, and optimize. This is where persuasion momentum comes in. Go ahead and embrace the fact that your audience may need to be touched 7-13 times before they will convert — and forge a plan to get your persuasion momentum rolling!
Learn How to Create Persuasion Momentum with SEM in our guest post from 3Q Digital’s Joe Kerschbaum.
January 6, 2014
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.)