PPC Archives - Bruce Clay, Inc. BlogApril 17, 2015
Mobile optimized sites have been all the rage since Google’s explicit February announcement that mobile-friendliness will be used as an organic ranking signal starting April 21st. However, Google has not forgotten about the original purpose of mobile devices — phone calls. In February, Google made it easier for advertisers to engage smartphone users with call-only ads. Although call-only campaigns are fairly new to Google AdWords, there are certain steps you can take to get the most out of them.
Read on for tips on getting the most out of the setup, optimization, and reporting of call-only ads.
March 4, 2015
This liveblog of the “Mastering AdWords Scripts” session at SMX West is designed for search marketers who have already written AdWords scripts. The three-expert lineup of speakers moderated by Matt Van Wagner dives deep (and fast!) into how scripts in an SEM toolkit make ads more flexible and powerful.
Read more of Mastering AdWords Scripts
November 24, 2014
Throughout the year, Internet marketing conferences are held all over the world, from Los Angeles to Paris and everywhere in between. The thousands of SEOs, SEMs, content marketers, social media strategists and business owners who attend these conferences do so for the whirlwind of information, education and networking. Where else but an Internet marketing conference can you learn from the likes of Danny Sullivan, Chris Brogan, John Mueller and Bruce Clay all in a single day? 2015 holds more than 100 digital marketing conferences and events and we’ve updated our Internet Marketing Conference Calendar to help you view them all to start planning your year ahead.
October 7, 2014
Learn how to enhance your PPC campaigns with click-to-call extensions — and why they matter so much — as Jason Spievak (CEO of Invoca) and Daryl Colwell (Senior Vice President, Matomy Media Group) take the Pubcon stage to talk mobile search advertising.
October 1, 2014
In this SMX East session, PPC pros share their top tips on testing ads. Discover what matters most when it comes to creating, testing & measuring paid search ads. The full liveblog covers specifics on what to test, how to brainstorm ad ideas, ways to measure the true impact of mobile, and advertising must-dos from speakers Carrie Albright, Brad Geddes and Jake Stewart.
Read more of Creating, Testing & Optimizing Paid Search Ads
September 30, 2014
When SEO and SEM work together, the outcome is stronger campaigns for both sides. SEO and PPC VIPs Lisa Williams, Aaron Levy and Brett Snyder break down the relationship between SEO and SEM from an operational and tactical level during the first session of Search Marketing Expo (SMX) East 2014’s Tactics Track.
Read more in How SEO & SEM Can Help Each Other.
August 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.