Paid Search Column

Auction Insights 3: The final script

Who would have thought that Auction Insights could inspire an entire TRILOGY? Well, if you know AdWords, I suppose it’s not a huge shock that our original script has had to undergo a few adaptations over the last couple of years. Google does like to keep us PPC practitioners on our toes! Changes to AdWords aside, it’s always nice to spruce things up. Optimization is an infinite process, after all. So, please...

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How your website redesign can sabotage your paid search efforts

Recently, my PPC agency almost declined to take on a new client because the client’s website was so severely outdated. The site looked bad, was difficult to use and didn’t have an easy way to convert prospects. But when we learned that the client was in the process of redesigning this website, we agreed to move forward. This scenario suggests that when clients announce a website redesign, it’s good news for...

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2-step methodology for dealing with PPC performance downturns

The most important thing I’ve learned from my 15 years of PPC experience is that sooner or later, account performance will take a downturn. When that day comes, we must be prepared to deal with the consequences of performance not meeting expectations. These consequences could range from stakeholders losing trust in your abilities to receiving ultimatums to “fix performance or else,” and worst-case scenario, someone else being brought in to...

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Google’s all-new, quite counterintuitive guide to ad testing

Over 2 1/2 years ago, I wrote about how ad rotation works in AdWords. Since then, a whole lot has changed. Most recently, we’ve simplified the options for ad rotation. Let’s take a closer look at how ad rotation works now and what that means for ad testing. How AdWords picks which ads to show The goal of ad-serving in AdWords is to deliver a tailored message that meets a searcher’s needs....

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Are you changing keyword bids too often?

The AdWords advertising system utilizes an auction-like process to decide which advertisers’ ads get to show and in which order. By bidding higher or lower, you can appear at higher or lower positions — depending on what your competitors are bidding. Account managers use many approaches for setting and tweaking bids over time, and bid optimization is one of the oldest features in the SEM software industry. Automated bidding can work...

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3 ways to build a better agency-client relationship

The reality of maintaining a complex business relationship where revenue is on the line is that there are several pitfalls that can destroy it. Although not all of these points will apply to all partnerships, the lesson is the same. If you’re in-house marketing staff: Do you treat your agency like they’re members of your team? How do you keep them in the loop and give them everything they need to...

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The nitty-gritty paid search account health check: Part 2

Welcome to the second and final post in a two-part series about paid search account audits. If you haven’t read the first post, be sure to check it out here! Without further ado, let’s dive right into the good stuff — the remaining analyses standing between you and a perfectly manicured paid search account. Keywords and negatives Keywords are essentially the building block of your search campaigns, so needless to say, there’s...

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