By: Cassie Oumedian
Trying to maximize reach and profitability with paid search? At some point as a PPC manager, many will face a point of diminishing returns with larger accounts – sometimes simply running Google AdWords campaigns doesn’t provide enough ROI to justify such large ad spends. However, there are ways to expand reach without throwing more money at simple text ads on Google’s Search Network. It’s time to get creative and find other ways to reach more people and increase revenue. Here is an overview of what Cassie covers in her post this week:
- Google Display Network
- Facebook Ads
- Retargeting Platforms
- Yahoo Gemini
- Amazon Product Ads
By: Larry Kim
Many of us are familiar with the big names in SEM, but columnist Larry Kim has called out four relative newcomers that you should be keeping an eye on: Luke Alley, Erin Sagin, Maddie Cary and Keri Boerner. Learn more about these four rising stars in the SEM world. Maybe you will make the list one day in the near future?!
By: Ginny Marvin
An extremely intriguing study was released recently concerning branded search across a variety of search networks. Monitoring firm BrandVerity studied 250 big name B2C companies across a number of industries throughout Q4 of 2014. They found a large variance in trademark restriction rules between the search networks included in the study. Make sure to check out Ginny’s article covering the study here and the full study is also available here.
Ad extensions are one the coolest features offered by Google since the AdWords editor was first released so many years ago. These various extensions can give your ad more real estate on the search results page, improve click-thru rate, and even help improve your quality score. Google now offers a multitude of different extensions, so every type of business should be able to utilize one or several extensions. From callouts and review extensions to sitelinks and seller ratings, Michaels has all your ad extensions covered in this post. Check it out!
By: Matt Umbro
One of the most difficult tasks for any PPC manager is the often dreaded monthly reporting. The seemingly endless process of gathering, formatting, and analyzing data doesn’t have to be the worst part of your month, however. In this article, Matt dives into three different tactics you can use to beef up your reporting and provide more depth to your analysis without spending hours upon hours putting together reports. This is a must read for anyone in charge of creating and delivering client reports.
Maximizing volume is key for many e-commerce stores, and the same rings true for those e-commerce retailers who utilize paid search in hopes of moving more units. With the relatively low profit margins for many of these companies, having a strong, well thought out strategy is key to have in place prior to running any paid search campaigns. In the article, Rocco covers some key points for anyone considering a shopping campaign on Google:
- Bid Higher on Products that Perform Well Elsewhere
- Bid Higher Where You Can Get Volume
- Exclude Unprofitable Item IDs
- Raise Bids During Promotions
- Custom Bids for Bestsellers
By: Pauline Jakober
As Q1 draws to a close, Pauline covers some essential tasks all PPC managers should be implementing on a quarterly basis for account review and management. Here are the cliff notes:
- Mobile Opportunities – Since ads served on mobile devices are different from those on desktop, it is important to audit the mobile ads separately to ensure your ad copy, keywords, and bidding strategies are all in alignment.
- Extension Reviews – The ad extensions you use are a factor for “Ad Rank,” thus it is important to periodically review your extensions, their usefulness, and any opportunities to implement new callouts.
- Duplicate Keyword Review – Use the AdWords editor at least every quarter to reduce duplicate keyword bid. Simple enough.
- Page Speed – Given that slow load time can affect your landing page, and your landing page having issues can affect your ad score, it is important to make sure the site speed is efficient.
Check out Pauline’s post for all the details.