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Author Archive | Amy Hebdon

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What the Heck is a Conversion?

When I meet with clients, I always like to explain that instead of focusing on secondary metrics (like impressions or clicks), it’s better to look at business goals – primary metrics such as conversions. Problem is, most people don’t know what that means. “Conversion” can mean many things I’ve been speaking the language of “PPC” for […]

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How to Target Household Income in AdWords

In my opinion, targeting household income in AdWords is one of the ultimate easter eggs. It’s not hard to do, but it’s very, very hidden (under the Location targeting in Settings). Adding household income data does not actually create new targeting in your account, it just creates a new segment you can take action on, […]

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The Myth of the 20-Minute PPC Workweek

The first time I saw a tutorial promising a 20-minute workweek for PPC management, I took notes. Even though I had several years experience running AdWords accounts (in retrospect, I probably had more experience than the guys doing the training), I’m a sucker for a codified instruction guide for paid search. A typical 20 minute […]

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The Dark Magic of Conversion Copywriting with Joanna Wiebe

This episode is called the Dark Magic of Conversion Copywriting, but it’s a bit tongue-in-cheek. I’m talking with Joanna Wiebe, who is the original conversion copywriter. She’s also the founder of Copy Hackers and Airstory. and has optimized copy for Wistia, Buffer, Crazy Egg, Neil Patel, Shopify, Rainmaker and countless others. Take-Aways and Highlights Conversion copywriting […]

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Matt Umbro

Ad Copy Wizardry with Matt Umbro

Today we’re talking to Matt Umbro about how to write richer, specific, and more compelling text ads by using ad extensions, extended headlines, ad customizers, and dynamic ads. Matt is the founder and moderator of PPCChat, a weekly twitter conversation on paid search related topics. He’s a Senior Account Manager and Head of the Community […]

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The Future of Search with Will Critchlow

On this episode of the Paid Search Magic podcast, we’re talking to Will Critchlow about some really fascinating advancements in the field of machine learning, and how paid search marketers can benefit from understanding these changes. Will is CEO of Distilled – a company he founded in 2005 with Duncan Morris. Distilled provides online marketing services […]

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Create Magic PPC Content with Johnathan Dane

Today we’re talking with Johnathan Dane about creating magic PPC content. Johnathan has some great strategies for how he creates content that’s engaging and sharable, how he promotes that content to get in front of hist target audience, and how it helps grow his business.  Find out how you can do the same. Take-aways and […]

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Paid Search Magic Manifesto

Welcome to Paid Search Magic, this is Episode 1, where I introduce you to what this podcast is all about. Takeaways & Actionable Insights Paid search is a powerful tool to drive fast results in magical, creative ways. The intention of this podcast is for you to feel inspired, confident, and motivated. A negative, fear-based approach to teaching […]

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