PPC Tips For The Software and Technology Industry

PPC tips for Account Managers who are managing AdWords accounts for software or IT technology clients.

HeroConf

Posted on 21 October 2014 | 5:15 am

Is It Time for a PPC Management Quality Score?

Can we help Google move past their interest in increasing account spend and begin emphasizing the long-term solution of creating a culture of trustworthy professionals?

HeroConf

Posted on 16 October 2014 | 5:15 am

Prep Your PPC for the Holidays

It’s that time of year again. We’re only a few short weeks away from the official start of the holiday season. Are your PPC accounts prepared? Check out these quick tips to jumpstart your online sales to this quarter. Start … Continue reading

Posted on 14 October 2014 | 5:45 am

Excel Correlation, Causation, and Optimization

Discovering why an account's performance is down isn't always as easy as a stroll through the change history. Sometimes, it takes a little creativity. Sometimes, it takes Excel.

HeroConf

Posted on 8 October 2014 | 4:45 am

Morning Clicks: Facebook Expanding Mobile Ad Network and More

As Facebook continued it's efforts to compete with Google and Yahoo in the advertising world by expanding in mobile advertising.

HeroConf

Posted on 8 October 2014 | 3:45 am

Tips for Getting Results with an Inherited PPC Account

Upon inheriting a PPC account, I identify three areas that are underperforming and what fixes can be made to improve performance quickly.

HeroConf

Posted on 7 October 2014 | 4:45 am

What To Do When Your Display Campaign Loses Volume

Display campaigns can be a great source of leads, but they can also be a bit tricky to control.

HeroConf

Posted on 6 October 2014 | 4:45 am

Day Trading And Pay-Per-Click

I’ve taken the day trader analogy one step further in outlining specific trading principles and relating them to paid search.

HeroConf

Posted on 2 October 2014 | 9:15 am

Automatic Item Updates Available for Google Shopping

Want to see a 50% reduction in your price-related item disapprovals for your shopping campaigns? Use Google's new automatic item updates.

HeroConf

Posted on 1 October 2014 | 9:30 am

Ranking The AdWords Shared Library Features

The AdWords Shared Library isn’t the sexiest feature, but it does provide valuable options that can make account management more efficient.

HeroConf

Posted on 30 September 2014 | 5:15 am

Google Partners “Ask An Agency” Series Concludes

In the final installment of the Google Partners "Ask An Agency" series, Hanapin President Jeff Allen takes a look at how content marketing has helped the agency to grow.

HeroConf

Posted on 29 September 2014 | 7:09 am

How to Learn PPC from the Ground Up

During the start of my professional career, I stubbornly favored SEO and never entertained the idea of picking up some PPC skills in my free time. As time went on, the sands began to shift and I was asked to do some … Continue reading

Posted on 11 September 2014 | 5:44 am

8 AdWords Changes That Could Impact Your Account

If you’ve been working with Google AdWords for some time, then you understand how quickly features and tools within the platform can change. If you’re new to the AdWords game, welcome to the ongoing challenges of AdWords management and optimization. … Continue reading

Posted on 4 September 2014 | 7:31 am

Kick Off 2015 with a LunaMetrics Training

As we look towards the end of this year and the beginning of 2015, consider how a training in Google Analytics, Google AdWords, or Google Tag Manager may help your career! Choose from seven different cities in the first quarter, … Continue reading

Posted on 28 August 2014 | 6:15 am

The 5 Most Asked PPC Questions at a LunaMetrics AdWords Training

While Google AdWords is a terrific platform for getting your advertising message in front of the right audience, it can take years to master. That’s why we offer our Google AdWords Training courses. The sessions are a terrific opportunity to … Continue reading

Posted on 25 August 2014 | 8:16 am

20 Google Facts & Stats that Every Marketer Should Know

No company dictates the online marketing industry and all of our careers like Google. Regardless of whether you use the company’s products, your customers do and that leaves you no choice but to become a Google expert. This post outlines … Continue reading

Posted on 5 August 2014 | 8:46 am

How a Local Business in Seattle Can Gain Street Level Insight in Google Analytics

Did you ever want micro-level geographic information inside Google Analytics? What if you really need “street level” knowledge about your users; like where are they, what neighborhood are they in? Often, when we talk and write about Google Analytics we’re thinking about the … Continue reading

Posted on 8 July 2014 | 9:02 am

AdWords Remarketing Solutions: What are My Options?

If you haven’t heard about Google AdWords Remarketing by this point (1) get out from under that rock and (2) get back to the basics. Generally speaking, advertisers place a tag of some sort on their website. When a user … Continue reading

Posted on 3 July 2014 | 7:48 am

Creating Marketing Personas to Improve PPC Experience

With minds constantly clouded by metrics and potential account optimizations, PPC account managers all too often overlook the most critical component in their marketing campaigns — Users.  By creating marketing personas we can keep users at top-of-mind and address them throughout … Continue reading

Posted on 7 May 2014 | 6:24 am

Target Conversion Funnel in Paid Search Strategy

PPC account managers should consider the conversion funnel while modeling an account’s structure.  Well-thought-out campaign organization and intelligent keyword selection will help build a quality user experience and improve performance. Think hard about the content your visitors are looking for … Continue reading

Posted on 18 April 2014 | 5:38 am

What You Need to Know about Enhanced Adwords Campaigns #SESCHI

If there’s one thing I’ve heard non-stop lately it’s that digital marketing is becoming more customized and tailored to the wants and needs of consumers. Those creepy Eye See You Mannequins, facial monitoring at gas stations, and those social ads that somehow know that I was shopping for a watch yesterday are all proof that [...]

Posted on 6 November 2013 | 8:14 am

Hey Google: Here’s a Better Strategy Than Coupon Spam

Hey Google:  Instead of spamming the known universe with Adwords coupons for “new accounts only”, why don’t you let new advertisers actually run some ads for once? There’s something completely broken with the logic of doing everything in your power to bring new businesses to Adwords, then arbitrarily making them pay a “newbie tax” combination [...]

Posted on 29 November 2011 | 10:30 am

Here’s How to Do Adwords-to-Adsense Arbitrage

Eight months ago I wrote a post highlighting how Google was effectively telling Adwords advertisers they were now approving of the use of Adsense ads on Adwords landing pages. Some readers pointed out that the example they highlighted in that Inside Adwords blog post was only using Adsense blocks below the fold, and in some cases [...]

Posted on 12 September 2011 | 10:00 pm

Time to Play ‘PPC Ad Copy Survivor’ : BoostCTR Review

About a year ago I chatted with David from Boost CTR about his new business, designed to get writers to compete in contests for their advertiser customers to see who could write the highest CTR ads. If the writers’ ads performed better than the customer’s control ads, Boost CTR gets a small commission.  Pretty simple [...]

Posted on 30 August 2011 | 7:27 pm

REVEALED: Google’s Top 20 Most Expensive Keywords

I’ve been wanting to try out sensational headlines for a while now heh:) Based on data from their massive in-house keyword research database and Google’s Keyword Tool, the team at Wordstream compiled the top 10,000 most expensive English-language keywords over a three month period, and then sorted them by niche. Here’s how it breaks down, [...]

Posted on 19 July 2011 | 11:11 am

You Can’t Buy More Conversions

Perhaps you’ll find this scenario familiar: Your Adwords search campaign for “Vocal Lessons” features a fairly broad, say two-word keyword phrase like “can’t sing”. You notice that the conversion rate is OK on this keyword, but the cost-per-conversion is a bit high. You’ve tried tweaking the bids on it to get it more profitable, but it’s [...]

Posted on 5 July 2011 | 12:05 pm

Leadgen Advertisers: All Your Customers Are Belong to Google™

When asked about future search ad growth on their Q1 2011 analyst conference call, Susan Wojcicki, VP of Product, Adwords & AdSense at Google, went to great pains to point out how “excited” Google is about “embedding movie trailers” into the search ads for the entertainment industry. Movie trailer ads?  This is the key monetization area you’re pointing out [...]

Posted on 28 June 2011 | 9:34 am

Inside the New Google Display Network Performance Metrics

Some clever eyes spotted this as early as late last week, and yesterday Google officially announced it:  You can now see your “Relative CTR” compared to other content ads (text or display ads) shown in the same ad spots on the same content network pages. Google also now says that your ‘relative CTR’ is a [...]

Posted on 15 June 2011 | 11:28 am

Display URL in Adwords Headlines: Early CTR Results

I have to say I haven’t really been a fan of the appearance of the Adwords ads Google now shows in the above-the-SERPs positions that include the display URL in an “extended headline”.  Personally I think it strongly detracts from the power of your headlines if you’re using great headline ad copy and overall looks [...]

Posted on 31 May 2011 | 2:09 pm

Disclosure Doesn’t Have to Kill Conversions

Starting yesterday, Google is requiring additional clarity and disclosure from Adwords advertisers who handle end user personal and payment information.  Some of the changes are dead-obvious like using SSL on credit card processing, but the others point to something you might want to consider in a bigger context. The Larger Picture: Google’s Under Siege The [...]

Posted on 18 May 2011 | 4:01 pm

Prevent Previous Buyers From Seeing Your Google Remarketing Ads

Many remarketing campaigns use discount offer banners to try and recapture visitors who abandon the shopping cart.  For example they might ‘remarketing cookie’ bailout users and show them ads offering coupon codes or bundle offers – anything to get them back into a purchase. The only danger with this however is that you might end [...]

Posted on 16 May 2011 | 2:56 pm

SES San Jose Session: Pay Per Conversion

Many business owners and marketers can agree the current economy is having an impact on marketing plans, making every dollar and click matter. As part of the TopRank Account Team, I am excited to learn a new perspective to help clients increase conversions for their marketing campaigns. Bryan Eisenberg, Co-founder of Future Now Inc., along [...]

Posted on 18 August 2008 | 7:15 pm

Session: Ad Copy & Landing Page Optimization

This was an open discussion session where users submitted their sites to get the Google ad copy critiqued and the landing page looked over for quality and usability. Tips included: Keep important information towards the top of the landing page. Be detailed and don’t just assume your visitors know your services. Simpler the better. Put [...]

Posted on 7 December 2006 | 11:21 am

Session – Vendor Spotlight

The vendor spotlight session covered alternatives or additives to going with PPC campaigns from companies like Google and Yahoo. They discussed how pay per call was more effective and available in more areas like TV and print than pay per click was. It also doesn’t suffer click fraud and clients like it more as it’s [...]

Posted on 4 December 2006 | 10:46 am

Site Targeting

Google Blogscoped posts an interesting explanation of the browse sites to target feature on Google AdWords that Inside AdWords announced on Friday. It provides categories of sites with an idea of the number of impressions each site gets per day. Besides  browsing sites by category, you can also target sites by describing the topic, list [...]

Posted on 16 July 2006 | 8:34 am

BtoC Search Marketing Tactics

Many small and medium sized consumer products marketers strive for the biggest bang for the buck when allocating budgets. While our SEO firm specializes more in BtoB SEO, PR and blogs, there are some fundamental consumer product site promotion tactics we’ve found to be appropriate in many cases. Each is measurable to ROI and can [...]

Posted on 26 June 2006 | 8:10 am

Google AdWords Dayparting

The Google “Inside AdWords” blog has announced the addition of “ad scheduling” or as it is more often know as, “day parting”. “Ad scheduling can also help you improve your ROI by ensuring that your ads run when it makes the most business sense. For instance, a local business may only want to run their [...]

Posted on 16 June 2006 | 7:14 am

Paid Search Can Be A Bitch

Yes dear friends, I’ve said it. Paid search can be a pain in the rear. But no worries, search engine marketing guru Andrew Goodman of Traffick and Page Zero Media promises to shed some light on the subject in conjunction with a Minnesota Interactive Marketing Association (MIMA) seminar next week. Goodman’s presentation, “IT’S NOT JUST [...]

Posted on 8 June 2006 | 9:20 am

Demographic Targeting with Google AdWords

On the heels of MSN AdCenter’s demographic profiling aspirations, Google AdWords now offers demographic site selection with gender, age, and household income as the demographic categories available. The demographic information comes from ComScore. h/t Andy Additional info from: JenStar: “It will be interesting to see if advertisers find that the profiles are matching the resulting [...]

Posted on 9 March 2006 | 6:42 am

Google Click to Call

Hey, this is interesting. Google is testing some pay per call ads with a program called Click to Call . “Here’s how it works: When you click the phone icon, you can enter your phone number. Once you click ‘Connect For Free,’ Google calls the number you provided. When you pick up, you hear ringing [...]

Posted on 13 February 2006 | 7:36 pm

Google Advertising Tools

I just received a review copy of the new book, Google Advertising Tools: Cashing in with Adsense, AdWords and the Google APIs by Harold Davis, author of 20 books, (Googleplex Blog) and published by O’Reilly. Companion site here. Chapters range from SEO and affiliate programs to “Profiting from Adult Sites” (hmmm) and of course whole [...]

Posted on 10 February 2006 | 2:12 pm

Google Roundup

A few things on Google today that I decided to roundup all in one post: Possible new Google interface. Anyone else seeing this? Via PC World David Utter from WPN posts about an offline Google AdWords Editor application that is in beta, “invite only” mode. “AdWords Editor is Google’s free, downloadable account management application for [...]

Posted on 25 January 2006 | 8:00 pm