PPC Blog: PPC Management

Your PPC Resolution for 2018: Keep Learning!

Paid search advertising is always changing. (Which is one of the things I love about it.) It takes a concerted effort to keep up with the times.

Paid search changes at such a rapid rate, in fact, that you have to look extra carefully at work experience. For example, if someone says, “I’ve worked in paid search advertising for 12 years,” that doesn’t tell me much. Sure, they might have excellent management experience and good contextual understanding of PPC advertising, but if they haven’t touch an AdWords account in the last two years, they would be woefully unprepared to directly manage an account.

PPC resolution for 2018

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How Useful is That “Free” External PPC Account Audit?

If you’re a business owner or marketing manager, you’ve probably been approached multiple times with offers of a “free” audit of your company’s paid search accounts.

You might be tempted to accept one of these offers. After all, what have you got to lose?

And you’re right, getting a free outside audit isn’t exactly high risk. But it’s not exactly free, either. Inevitably, you’ll have to spend some time making arrangements and reviewing the final report. (You can also expect a sales pitch once the report is submitted. In this case, “free” comes with strings.)

If you do decide to move forward with a free PPC account audit, it’s worth the extra effort to make sure the end product is useful. And as I outline in a recent Search Engine Land column, that means making sure your PPC auditor is asking the right questions.

Because if your external auditor doesn’t have a strong understanding of your business—and the context of your paid search strategy—he/she is basically flying blind.

And in the end, you’ll get what you paid for.

PPC account audit

4 Common Misconceptions That Lead to Unfortunate PPC Breakups

Relationships are hard. And your company’s relationship with PPC is no different.

You and your marketing team may give PPC your best shot — but still not get the results you expect.

Ultimately, you become frustrated with paid search and decide to break off your on-again, off-again relationship.

But, as with personal relationships, sometimes these breakups are based on misunderstandings. Only after you gain some distance — and more knowledge — do you realize you might have been too hasty in your decision.

PPC breakups

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5 GDN Optimizations You Won’t Want to Miss

Most PPC pros spend the bulk of their time on the biggest “bang-for-your-buck” PPC campaign elements, such as account setup, settings, ad creative and strategies. And that makes sense.

However, it’s also worth their time to take a second, closer look at more subtle optimizations. These optimizations may not take accounts from “zero to hero,” but they can still add up to significant improvements.

In my August Search Engine Land column, I pointed out some of these smaller optimizations in the Search Network.

More recently, I used my September column to point out a few similar optimizations you can make in the GDN.

Fortunately, many of these optimizations don’t take a ton of time to implement. So when you find yourself with even a few moments to spare, I invite you to dive in!

GDN optimizations

It’s 10 o’clock… Do You Know Where Your Online Ads Are?

Not long ago, one of my clients asked me to make sure their paid search ads weren’t displaying on sites featuring hate, fake news or extremist views.

This is an entirely reasonable request, of course. Most advertisers don’t want their brand, products or services to be associated with these sites, especially in our current overheated political environment.

But actually, fulfilling such a request is not so easy.

online ads

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What Novice Paid Search Advertisers Need to Watch For

When your company finally gives its marketing team the green light to expand into paid search—and taps you to head the initiative—you know you have to get it right or risk your company taking paid search off the table for good.

But getting it right isn’t easy. Paid search is notorious for causing marketers (including those well seasoned in other channels) to stumble and fall.

However, if you know in advance which PPC areas are most problematic—and where most errors are made—you’ll know what you can do to dodge those problems.

In my most recent Search Engine Land column, I describe the five most common mistakes made by paid searches novices and how to avoid them.

Find out what you need to know to keep your company’s paid search campaigns on track—and keep PPC on the marketing table.

paid search advertisers

Are You Inadvertently Sabotaging Your PPC Programs?

Of course, you want only the best for your PPC programs. After all, you put a lot of time, effort and thought into them, and you expect good results in return.

But sometimes, without being aware of it, we employ certain strategies and tactics—or don’t employ certain strategies and tactics—that doom our PPC programs to failure.

In the course of working with business owners and marketing teams across a wide variety of industries, I’ve identified four missteps that can seriously undermine PPC programs.

As a result of these missteps, PPC campaigns can fail spectacularly. Or, more likely, they’ll lurch, sputter and fade into oblivion. But all of them will leave your team wondering… “Where did we go wrong?”

In my latest Search Engine Land column, I identify four ways in which you can inadvertently set up your PPC program up for failure—and what you should do instead.

PPC programs

How B2B Marketing Resembles PPC Marketing in the Higher Education Vertical

Your marketing team is undoubtedly well versed in the differences between B2B and B2C marketing. As we’ve all learned, the B2B sales process is more complex than B2C, with a longer conversion path. Purchase decisions take longer and require group consensus. And after the sale concludes, the relationship between buyer and seller continues through product or service implementation and delivery. And in B2B, there’s always the tantalizing possibility of large future sales.

But every rule has its exceptions—and this is where PPC marketing in the higher education vertical gets interesting.

Because in many ways, PPC marketing for universities and colleges has more in common with B2B marketing than B2C—even though the target is individual consumers, not businesses.

Why does this matter? Because understanding the similarities and differences between B2B marketing and PPC marketing in the post-secondary education vertical can provide helpful insights for your own marketing efforts.

In my recent Search Engine Land column, I describe these B2B and PPC similarities and differences and give tips on how to leverage them. I invite you to take a look!

PPC marketing in higher education

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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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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“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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