Quality Score - Know More About It

Since I was thinking about PPC and how incredibly mixed up and difficult it has become, it seemed like a good time to write about it. My team and I are trying to figure out ways to look at PPC campaigns differently, finding a way to automate some of the grunt work while still delivering great campaigns. I know everyone and their brother has done this, but we’re convinced we can do it better. Just let me live in this dream world, ok? In considering the best ways to evaluate campaigns, we’ve...

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How To Perform A/B Testing From Search To Conversion

As I mentioned in a previous post, search marketers should work on finding the middle ground between a high CTR (appealing ads) and a high conversion rate (qualified traffic). This process is trickier than it seems because of the inverse relationship between those two metrics. In this article, I’ll share a couple of thoughts which I hope you’ll find helpful when testing multiple ad copy and landing pages for your PPC program. Get Your Campaign & Ad Group Ready Once you have a fairly...

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How to Leverage Your PPC Data?

According to Google, a whopping 89% of consumers research products online, and 67% of Internet users have gone online to search for a product advertised offline. What does this mean to advertisers and agencies? Digital has become a key component of the consumer ecosystem, and PPC is a big testing (play)ground. Depending on the nature of your program, PPC campaigns can produce an overwhelming amount of data. Embrace it. Most of the campaigns I have managed over the past eight years have been...

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PPC in 2012

Q1: What was your favorite PPC Chat of 2012? Why? Mine was Recent one on Product Listing ads. – Manoj Pandey (@_MAN0J) My favorite chats related to Google Shopping – lots of great info shared during these chats and awesome discussion. – Matt Umbro (@Matt_Umbro) I’d have to say the Google Shopping PLA week. Learned a lot, good conversations. – Ginny Marvin (@GinnyMarvin) I think the one about Dynamic Search Ads was very helpful. Great to get a feel for a brand new feature. – Martin Rottgerding (@bloomarty) Utilizing this feature a lot more because...

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Correct Markup for Supporting Multiple Languages on Websites

The world is shrinking and with it the need to support content for more users means supporting more languages. Supporting multiple languages on websites is nothing new, but with browser and search engine technology starting to rely on structured data, it has never been more important to make sure you are using the correct markup. This is where rel="alternate" hreflang="x" comes in handy. Simply put, when used correctly, this specification element helps Google index and serve the...

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