By: Matt Lawson
Ad rotation is a powerful campaign setting in AdWords. Columnist and Googler Matt Lawson explains why you might want to rethink your current strategy. Optimizing ad copy, calls-to-action, and bidding strategy is very important for long-term PPC management and optimization. There is no shortage of options for managers to pursue to continue to turn a positive ROI on their advertising campaigns. However, sometimes less is more when it comes to testing different ad rotations. If you want to learn more about the best way to to implement ad testing and different rotations, then this article is for you.
By: Sarah Stemen
The pay-per-click advertising landscape has changed dramatically over the course of the last decade. With more and more companies utilizing paid search, combined with higher average CPC, managers are being challenged more and more to exceed client’s expectations. In this article, Sarah walks through the problems we face today as a result of the changes in PPC management, including exactly how things have been changing during the last few years. Next, Sarah lays out a five-step process to addressing these issues and continuing to deliver exceptional results for your clients. Here are her outlined solutions:
- Understand the client’s business
- Understand the flow of the site and the competitive landscape
- Determine optimal spend across the whole account
- Measure results
- Create a timeline
Make sure to check out Sarah’s article as she provides clear, concise steps to setting better expectations.
Many people just getting started with AdWords (and even those with years of experience), struggle with the process of bid management. Unfortunately, bid management does not have a “one size fits all” solution. It is highly variable across different industries and campaign types, among other factors. Thankfully, Frederick has put together an awesome, in-depth resource concerning bid management perfect for beginners and experts alike. This is a long one, but it is well worth the read! I bet you’ll walk away with knowledge you did not previously have prior to reading this guide. Here are the topics covered in the article:
- Bid Management Goals
- Choosing A Lookback Window For Bid ManagementManaging Bids With Little Data
- Managing Bids With Little Data
- Portfolio BiddingRule-Based Bidding
- Rule-Based Bidding
- Bidding For Maximum Profit With Incremental Cost Per ClickAutomated Bidding Enables Better Account Structures
- Automated Bidding Enables Better Account StructuresGoogle Bid Strategies
- Google Bid StrategiesHow To Apply Bid Strategies
- How To Apply Bid Strategies
- Bid Management Pitfalls
By: John Gagnon
As a part of the PPC Training here at PPC Course, members have access to a number of bonus materials – including an AdWords spend analysis tool that you can use in Excel to play around with numbers to find the optimal ad spend for your goals. In John’s post, he gives a very high-level overview for beginners just getting into budget strategy. Check out the different ways to look at ad spend, CPC, conversions, and how to bring it all together.
By: Stephen Kapusta
Prioritizing your day-to-day PPC management tasks is a massive undertaking. Those who manage multiple accounts, and even those just starting out, can relate to the extensive list of priorities that need to be performed on a regular basis to manage and optimize every campaign. Fortunately for everyone reading this, Stephen has assembled an extensive guide and calendar for taking care of these priorities. He has daily, weekly, bi-weekly, monthly, and quarterly tasks to streamline this process for you. Additionally, you have access to an itemized list, a downloadable PDF, and even an interactive management schedule that you can add to your own Google calendar. You do not want to miss this one!
By: Ben Harper