Paid Search Column

Answers to common conversion tracking questions

Last month, I wrote about the importance of knowing pay-per-click (PPC) fundamentals when you’re hiring new team members. While you can control the team you hire, it’s harder to find clients, bosses and stakeholders who understand all the details of PPC as well as you do. This can lead to questions about campaign performance when conversions don’t seem to be tracked correctly, which in turn can lead to prickly situations where...

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A guide to writing irresistible calls to action

Often, when we think of optimizing our call to action (CTA), we immediately think of landing page buttons and tweaking colors. However, your landing page CTA isn’t the only marketing CTA that matters. To get people to your landing page, you need them to click on your ads, which means you need a smart call to action in your ads. This is particularly important for paid search advertisers in situations where you can’t...

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The foundation of a good SEM campaign

A strong understanding of the economics of any business unit is absolutely critical to any digital marketing campaign managed against non-brand key performance indicators (KPIs) in a search engine marketing (SEM) campaign. One would think any reasonably large and successful business would have a good handle on their unit economics, and that this knowledge will be shared down the chain of command to the mid and lower levels of the marketing...

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3 ways to revitalize your digital marketing program

One of the joys of digital marketing is the ability to quickly see the results of an implemented strategy.  With a lot of real-time data and the ability to accurately attribute success back to effort, it is instant gratification at its finest. But often after continued success, marketers face the dreaded performance plateau.  Here are three go-to strategies to try when you find you are stuck with wheels spinning in neutral. Never...

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How to sync your keywords and ad labels with an AdWords Script

The label functionality in AdWords can sometimes be a bit bewildering, and manually having to label a lot of ads or keywords is a task we wouldn’t wish on anyone. We’ve all been there: You make a bid adjustment, label some keywords in an ad group to reflect this change, and then when looking at ads within that same ad group, you can’t see the labels. So you set about the...

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Invest in a killer PPC campaign by using these smart budget strategies

Budgeting is one of the most important components of pay-per-click (PPC) account management. They are a direct reflection of a campaign’s priorities and are the bridge that ties strategy and tactical execution together. Without well-thought-out budgets, a PPC program can never reach its full potential. This article discusses how to think through the budgeting process to ensure priorities are met and goals are reached. Budgeting: The fuel that makes strategy go One of the...

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Optimizing for quality score is a best practice, except when it’s not. Here’s why.

Quality score is a complex metric because it is a basic but fundamental component of ad rank. Optimizing for quality score is a best practice, except when it isn’t. A high quality score is a sign of account health, except when it isn’t. Like any other paid search “best practice,” it is only a best practice when it works in your favor. Because quality score is a fundamental element of an account...

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5 New Year’s resolutions for your PPC campaigns

It’s never too late for New Year’s resolutions, so why not give your PPC campaigns a little New Year’s love? In this article, I’ll provide suggestions to tune up your campaigns in 2018 and get them firing on all cylinders. 1. Review your ad copy Upgrading decent ad copy into fantastic ad copy almost always leads to better campaign performance, driving more sales and increasing conversions. In my opinion, it’s some of...

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Comparing two performance marketing tools/agencies

As performance marketers, we’re conditioned to want to test everything. From the impact of feed titles to the incrementality of each channel, we want to be sure that we’re making the right choice before we commit all our resources to something. That goes for deciding which tools/agency to use as well. Moving your performance marketing activities from one tool/agency to another (or picking one to start with) is a big commitment...

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3 AdWords features you’re probably underutilizing

The wonderful thing about AdWords is that we all have our favorite ways to utilize it. We PPC practitioners each have our favorite reports and features, and we all have our own personal preferences for how we like to build and manage our campaigns. Unfortunately, this means we’re prone to getting stuck in our ways, often neglecting to explore features, reports and methods that we’re not familiar with. These will differ from...

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