PPC Blog: PPC Management

How Worried Should You Be About Fraudulent Ad Clicks?

No company wants to spend more on their advertising than they need to.

Which is why the prospect of advertising dollars going towards fraudulent ad clicks is frustrating.

And this is especially true if you’re in a highly competitive industry where the costs of keywords are high.

Some of our law firm clients, for example, can pay $600 per click.

But what’s the best way to eliminate fraudulent ad clicks?

Should you pay for a third-party software to catch those fraudulent ad clicks before they happen?

The answer might not be what you think.

Fraudulent ad clicks

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The Secret Sauce of PPC Success? Thinking Longer-Term

It’s not uncommon for clients to offer us additional PPC budget a few weeks before the end of a fiscal quarter.

They do their accounting and find they have some unused budget. So they offer it to us — but only if we can use it to get more results.

Unfortunately, PPC doesn’t lend itself well to this kind of short-term strategy.

PPC Success and Longer-Term Thinking

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7 Dos & Don’ts for Taking Charge of Your PPC Program (Again)

Over the past weeks, we’ve seen major economic changes due to the coronavirus and associated lockdowns.

Consequently, some companies are reluctantly letting go of their pay-per-click (PPC) marketing agencies and bringing those responsibilities back in-house.

In other cases, companies are making cuts to their marketing teams and shuffling responsibility for PPC to other team members.

Whatever the cause, many experienced marketers – who haven’t been hands on with PPC for many years – are now finding themselves with that responsibility again.

These marketers are now scrambling to get back up to speed.

If you find yourself in that situation, here are some dos and don’ts to help you get your footing.

PPC dos and donts

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7 Signs Your PPC Program Is Being Mismanaged

Most experienced PPC specialists will recognize the telltale signs of PPC mismanagement.

But if you’re not a PPC professional – maybe you’re a business owner or marketing director – you might overlook those indicators.

This is a problem because now, more than ever, it’s important that your PPC program is managed skillfully.

You have to be careful in interpreting those indicators and not jump to conclusions.

No one practice or setting can tell the whole tale.

And maybe your PPC managers have a good explanation for the small anomalies you see.

But when you see an accumulation of things in your account that are odd or even bizarre, you can start to conclude that the account is being poorly managed, whether due to lack of expertise or indifference.

So what are the signs of mismanagement that you should look for?

Here are seven of the most common ones.

7 signs your PPC program is being mismanaged

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4 Ways to Prepare for PPC in 2020

If you weren’t able to use December to prepare for PPC in 2002, it’s not too late!

You still have time to regroup and look ahead.

And it’s important to do so — because the strategies you put into place now can continue to pay dividends throughout 2020.

If you’re not sure where to start, here are four suggestions on where to put your efforts.

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Brand Awareness is Your Insurance Policy Against Dirty Tricks in PPC

The paid search community was recently caught up in a flurry of tweets on the topic of a certain “dirty trick.”

The CEO of Basecamp, Jason Fried, complained that Google Ads allows competitors to bid on a company’s branded keywords (including his own). He claims that the practice is cowardly and nasty — and implied that it’s a dirty trick.

Fried is right in that Google does allow competitors to trigger ads with protected brand keywords. However, Google doesn’t allow advertisers to display competitors’ protected marks. (Hat tip to Marty Weintraub for the clear explanation.)

Dirty tricks in PPC

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SEO vs. PPC: A Few Forgotten Truths

For years, people in this industry debated the merits of paid search advertising versus organic search marketing.

Which was better?

Which one should you put your resources into?

Honestly, I thought we’d settled this argument a long time ago:

You need both!

But recently, the topic came up again amongst some of my clients.

I can see why. If you weren’t part of the original discussion, this conclusion might not seem so obvious.

Therefore, allow me to use this article to express a few forgotten truths in the SEO versus PPC debate.

SEO vs PPC

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Brand Versus Non-Brand Goals in PPC Campaigns

Many of my clients have questions about their PPC program goals.

Should they only set goals that are directly related to leads and sales?

Or should they also set goals that are related to brand building?

And if they’re doing well with leads and sales, wouldn’t it make sense to put all of their focus there?

Not necessarily.

When you consider the health of your PPC program (and your business overall), you need to take a balanced approach.

And to explain what I mean, I like to use financial portfolio management as a metaphor.

Brand Versus Non-Brand Goals in PPC Campaigns

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What to Expect From Your New PPC Agency

If you’ve never worked with a PPC agency before, you might wonder what to expect.

What questions will they ask? What will they want you to do?

And what can you do to make the relationship go more smoothly?

As the manager of a PPC agency, I like to think I have some insights into the client-agency relationship.

Here are six things you can expect from your new PPC agency.

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What Does PPC Have to Do With Website Design?

If you’re relatively new to PPC, you might not think much about website design.

Instead, your focus is more likely on things such as ad groups, ad messaging, and conversion tracking.

After all, what does the design of your website have to do with PPC performance anyway?

Quite a lot, actually.

It isn’t just about how your website looks.

It’s also about performance.

While getting qualified users to click on your ads is a crucial first step in any paid search program, everything that happens after that click is equally important.

And if users don’t like what they see or experience when they’re on your site or landing pages, then your PPC campaign performance will suffer.

This post will outline just some of the ways your website design can impact your PPC program.

What does PPC have to do with website design?

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Matt Grimm, Ecommerce Director at Red Star Traders

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