PPC Blog

How to Avoid an International PPC Incident

Nobody said that international diplomacy was easy. And that truth applies not only to politics but also international PPC.

Just when you’ve mastered the PPC campaigns of your U.S. headquartered client account, they give you authorization to implement campaigns for their international divisions.

Which is awesome! But also scary—especially if you haven’t crossed international PPC borders before.

In this post, I’ll give you four potential blunders to watch out for in international PPC—blunders that can unwittingly lead to an international PPC incident.

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3 Reasons Not to Rush Through PPC Implementation

When we land new clients, it’s not unusual for them to want to rush through PPC implementation. Often, they’ll have a big promotion or event coming up, and they need to get their campaigns live as soon as possible.

We understand this, of course. And we do everything we can to move things along quickly.

But at the same time, some problems are inherent in rushing into PPC too quickly. And these problems can impact not only your immediate results, but also cast a shadow over future results as well.

In this post, I outline the top three problems that can result from rushing into PPC.

PPC implementation

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PPC Advertising for Universities: What You Need to Know

Over the years, Group Twenty Seven has run PPC advertising campaigns on behalf of several institutions of higher learning. And along the way, we’ve been schooled in the right way (and the wrong way!) of running paid search campaigns in the education vertical.

Whether you’re an in house marketer at a university, college or other education institution—or a PPC marketing agency working on their behalf—you’ll want to check out the many “dos” and “don’ts” of PPC advertising for universities, as detailed in my recent column in Search Engine Land.

PPC advertising for universities

Why We Bid on the Wrong PPC Keywords

When we’re running client PPC campaigns, it’s not unusual for clients to call us in a panic. They’ve spotted an online ad, and they think that we’ve made a mistake and used the wrong PPC keyword.

But it’s not a mistake. In fact, sometimes we purposefully bid on the “wrong” PPC keywords.

And when we explain our strategy to clients, they come to like these “mistakes” as much as we do.

Below, I’ll describe how it works.

wrong PPC keywords

 

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Tips for Keeping That Monster PPC Account Under Control

In childhood, monsters are something to fear. But if you grow up to be a PPC manager, you’ll come to LOVE monster accounts. You know the kind—accounts with hundreds of campaigns that, if not managed carefully, will take over the Empire State Building and eat Tokyo for breakfast.

But with a few controls in place, you can tame that PPC monster and produce some amazing results.

At Group Twenty Seven, we have two simple suggestions for keeping monster accounts from going rogue: Campaign naming conventions and campaign roadmaps.

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Group Twenty Seven is Hiring!

Group Twenty Seven is currently seeking a PPC Associate.

Who We Are

Group Twenty Seven is a boutique online advertising agency and Google AdWords Certified Partner specializing in paid search strategy and management, including pay-per-click, display advertising and remarketing.

Our team is passionate about PPC advertising. We’re highly motivated and committed to delivering the best possible service and results to our clients, every single day.

This is more than just a job. It’s a fast-paced, demanding and rewarding career.

Group Twenty Seven Hiring

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How to Use Expanded PPC Text Ads to Qualify Your B2B Clicks

When Google rolled out AdWords expanded PPC text ads, we immediately recognized the importance of using the expanded ad space strategically.

And one strategy you might consider is using the extra space to qualify your B2B clicks.

Now you might argue that you’re already qualifying your B2B clicks via your choice of keyword—and that’s true. However, most often, keywords alone aren’t enough. You’ll still end up with lots of clicks that don’t convert.

Fortunately, the additional space of expanded text ads gives you the room to get more specific on whom you’re targeting.

Qualify B2B Clicks

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How to Deal With an Unexpected “Gift” of PPC Responsibility

If you’ve ever exchanged gifts for Christmas, birthdays or any other special occasion, you’ll know the sinking feeling of receiving a present you’re not entirely sure you want.

Which is also how you might feel if PPC responsibility has been “gifted” to you in addition to your other marketing activities.

Even if you’ve been pestering your marketing manager for months to add pay-per-click advertising to your company’s marketing mix, having the responsibility land in your lap might not be quite what you had in mind.

Nevertheless, there’s no need to despair! Rather than thinking of ways to politely decline the gift (or, more likely, trying to re-gift it to a colleague), you’re better off doing what you can to get up to speed with PPC as quickly as possible.

To find out how, take a look at my column 3 Ways In-House Do-It-Yourselfers Can Prepare for PPC Management, as recently featured in Search Engine Land.

PPC responsibility

Your PPC Manager Resolution for 2017: Stay Organized!

Being a successful PPC manager takes a lot of skill and knowledge. Not only do you need to be well versed in marketing, you also have to be an expert in the finer details of search marketing, including the many complexities of AdWords.

But there’s another skill PPC managers must have that’s often under appreciated: organizational skills.

Because even if you’ve memorized an entire bookcase of marketing texts and can set up AdWords campaigns in your sleep, if you can’t back those up with excellent organization and planning, then implementing what you know is going to be a major challenge.

So as we dive into 2017, make your it New Year’s resolution to stay organized!

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End-of-Year PPC Surprises, Proposals and Omissions

Over all the years I’ve been running my PPC agency, I’ve noticed something about this time of year: weird things come up.

And by weird I mean (1) good/bad surprises, (2) indecent proposals and (3) blinding omissions.

How clients choose to deal with these surprises, proposals and omissions can have a huge influence over how they’ll finish the year, and how strongly they’ll start the next one.

PPC surprises

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“Working with Group Twenty Seven has been tremendously valuable for our PPC goals. They are constantly bringing fresh ideas to the table and are focused on increasing our sales. The personal touch and flexibility they provide has made working with them not only a great experience, but also our ROI continues to grow. I have and will continue to refer the talented Group Twenty Seven!”

Matt Grimm, Ecommerce Director at Red Star Traders

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