PPC Blog: PPC Management

What to Do When a Partner Advertises Your Brand Name

Recently, a client called us and pointed out, with some dismay, that a partner was using the client’s branded product name in its PPC advertising.

Understandably, our client wanted to know—is the partner allowed to do that?

And the answer (as it often is in PPC) is this: it depends.

brand name

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Why Your PPC Remarketing Campaigns Need Some TLC

When done well, PPC remarketing can be incredibly effective. (If you’re new to the concept, take a look at the AdWords help file.) Essentially, remarketing campaigns allow us to serve up ads to people who’ve previously visited your website, which makes the campaigns extremely targeted.

Consequently, we often include remarketing as a tactic in most PPC client campaigns from the get-go.

But once the initial excitement of campaign launch starts to fade, remarketing sometimes takes a backseat to other tactics. It chugs along quietly in the background, with little fuss.

remarketing campaigns

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Why Do-It-Yourself PPC Might Be a Bad Idea

We get it. A penny saved is a penny earned—especially when it comes to your business. So if you can save money by doing PPC in house (rather than hiring an outside PPC agency), then why not?

But here’s the thing: Whether you’re a business owner with a penchant for marketing, or an experienced executive with a solid marketing team, it’s not easy to do PPC well.

Over the years, we’ve picked up many accounts from PPC do-it-yourselfers and have identified three mistakes DIYers commonly make. (To find out what they are (and how to avoid them), check out Pauline Jakober’s article on common PPC mistakes in Search Engine Land.)

In fact, doing PPC yourself (or assigning it to your already-stretched marketing team) can end up costing you more money—sometimes a lot more—than you’ll ever save.

But you’ll never know what you’re missing unless you give professional PPC management a try.

DIY PPC tools

How to Get the Most From a Modest PPC Budget

Not every client has a huge PPC budget. Granted, once we’ve proven the value of PPC to our clients, budgets tend to increase. (Some clients even give us unlimited budgets, as long as we meet specific revenue-spend ratios.)

But usually, it takes time gain this trust.

In the meantime, we have to find creative ways to work with budgets that may only allow for one or two clicks a day in a competitive market.

And to do that, we have eight different strategies we use, ranging from implementing tighter controls to utilizing off-the-beaten-path tactics.

To find out what these strategies are specifically, take a look at Pauline Jakober’s article on working with a modest PPC budget in Search Engine Watch.

modest PPC budget

 

Stay on Top of Your PPC Accounts With This Easy Tip

Most of us have settled on a morning routine. Whether it’s a shower and a cup of coffee, or a run around the park and a bowl of cereal, we know what we need to do to start the day off right.

The same concept applies to PPC management. At Group Twenty Seven, we have a morning routine that helps us ensure we make the most of every day.

Every morning, team members review their assigned clients accounts—following a defined 12-step process—and then report back on anything of interest. Often, this methodical review identifies issues and opportunities we might have missed if we hadn’t explicitly looked for them.

What are these 12 steps you ask? Pauline Jakober describes her team’s PPC morning routine in her recent column in Search Engine Land. Feel free to use it as a guide to develop your own PPC morning process.

(And yes, you can still have that cup of coffee!)

PPC morning routine

6 Types of PPC Skeptics—Which One Are You?

It may be hard to believe (or perhaps not), but not every business owner and marketing team is a PPC convert. Plenty of businesses (in fact, the vast majority) have yet to include online advertising in their marketing mix.

If you asked why, most of them could provide reasons for abstaining from PPC—and some may even be valid. But in our experience, PPC reluctance and skepticism is often based on misinformation and limited thinking.

In her recent article in Search Engine Land, Pauline Jakober describes six types of PPC skeptics she and her team encounter when talking to new prospects. And she introduces new ideas and perspectives that might move them (and you!) from PPC skeptic to PPC devotee.

PPC skeptics

Whip Your PPC Into Shape in Just 25 Minutes a Week

If your PPC account has been on the couch for a while, the idea of getting it back into shape can be overwhelming.

This is equally true (if not more so!) when taking over a new PPC client account that needs immediate attention.

Where do you even start?

In her Search Engine Watch column, Pauline Jakober outlines a detailed plan to cut wasteful ad spend and boost efficiencies immediately, while also revamping longer term strategy.

The best part? It only takes about 25 minutes of your time—a week!

PPC ad spend

How to Walk Boldly into International PPC (Without Getting Lost)

No matter how much experience you have managing U.S.-based PPC accounts, when you take on an international account for the first time—either as a new client or global arm of an existing U.S. client—the experience is akin to landing on a new planet without a map or escape pod.

(Matt Damon, we feel your pain.)

So you have to step carefully. Because things you take for granted when managing U.S. PPC accounts, may not apply to international accounts.

Fortunately, Pauline Jakober describes some of the dos and don’ts of taking over an international PPC account in her most recent column in Search Engine Land. Check it out!

international PPC

What Explains That Crazy PPC Account You Inherited?

As PPC pros, most of us have had the experience of logging into a new client’s PPC account, taking a look around, and then shaking our heads in disbelief.

Whether it’s an account structure in total disarray, a ridiculous number of keywords, whacko ad copy, or something similar, we can’t help but ask ourselves, “What the heck happened?”

While we can only guess what drove the decisions of the prior account team, we can usually attribute the mess to one of three things:

  1. The account team was overwhelmed
  2. The account team was inexperienced
  3. The account team was trying to pull a fast one.

In her latest article in Search Engine Land, Pauline Jakober describes some of these head-scratching PPC practices and takes an educated guess at how they came to be.

PPC account

3 Areas That Can (Unwittingly) Derail Your Customer’s Journey

As PPC pros, we’re used to diving deep into the details of our clients’ PPC accounts. Why? Because we know that sometimes even the smallest account detail can have a big impact on campaign performance.

But at the same time, we have to remember to lift our heads and look outside of client PPC accounts (and even outside paid search more generally) to identify other factors that can have you wondering why your client campaigns aren’t performing as well as they should.

In Pauline Jakober’s column in Search Engine Watch, she identifies three off-the-beaten-path areas that can quickly derail your customer’s journey—even if you have your PPC campaign accounts set up perfectly.PPC customer's journey

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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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