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Tag Archives: PPC

Profit-Driven PPC Management in Practice

Online campaign optimization methods evolve. Some of us remember well the times when a majority of ads were sold by reservation of a time slot on a webpage. The advertiser paid, say, a monthly fee for a horizontal banner on the home page of a selected portal. The space for optimization was very limited. From […]

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How to Use Personas to Boost Your PPC Performance

One of the tenets in digital marketing these days is persona-based marketing. The days of a blanket campaign pushing users to buy your wares have long since passed, forcing brands to circle back to one central acknowledgment: you are marketing to humans. It can feel like a daunting thing to create a plan for, especially […]

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5 Demand Generation Tactics That Work in PPC

Not every prospective customer is ready to buy right away. Most don’t want to talk to a salesperson the instant they visit your site. However, they may be willing to give you their contact information in exchange for a resource you provide to them. As competition for bottom of funnel attention grows, the importance of […]

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5 Less Obvious PPC Testing Ideas That You Should Try

As PPC marketers, there are certain A/B tests we are always running. Landing page, ad and audience tests are all important. But if you have been regularly testing these items and are looking for new features and ideas for testing, look no further! Below is a list of less obvious PPC tests that you should […]

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How to Do PPC Keyword Research in 2019

If you’re looking for the latest strategies in PPC keyword research, there’s something you should know: Google was never designed to be about keywords. Google co-founder Sergey Brin said: “My vision when we started Google… was that eventually you wouldn’t have to have a search query at all – the information would just come to […]

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How to Prequalify Traffic with PPC Ads & Increase ROI

On the surface, getting a higher click-through rate (CTR), more clicks, and more conversions may look great in a report. However, are those clicks and conversions from the right people? Unqualified conversions don’t pay the bills. Yes, you want to make sure you’re targeting the right audience and using the right keywords. But, going one step […]

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Top 3 New(ish) PPC Features to Increase Your Paid Search ROI

Are you as overwhelmed as I am by the sheer volume of change we all face in the world of paid search? There’s no doubt about it, a lot has been going on with Google Ads – though Bing had a few interesting and helpful announcements themselves. Too often little announcements (and sometimes big ones) will […]

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PPC Geotargeting Best Practices Guide

Why is geotargeting so important? It brings many improvements to scaling efforts, budget optimization, reporting, and aligning insights with other marketing channels (both digital and non-digital). No matter the scope, any paid search strategy is incomplete without geotargeting considerations. Whether a paid search effort has a big or a small budget, awareness or direct response […]

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How SEO & PPC Keyword Research Can Work Together

A well-orchestrated PPC campaign can benefit a good SEO campaign, as Sergey Grybniak explores in How to Combine SEO & PPC for More Powerful Results. I love it when a potential client comes along who already has an active PPC campaign. To me, this means two things: They’re a serious business, investing money in digital […]

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10 Most Important PPC Trends You Need to Know in 2019

2018 was another huge year in the world of PPC marketing. We saw massive changes at Google, such as AdWords being rebranded as Google Ads; the new Google Ads “experience” (i.e., interface); and the launch of numerous new campaign types, features, enhancements, targeting options, and tools. Meanwhile, at Bing Ads, we saw the launch of […]

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