digital marketing – Page 4 – Paid Search Magic

ELI5: How does Paid Search Marketing work?

I was recently asked for a good, basic ELI5-style answer to the question “How does paid search marketing work?” If you’re not familiar, ELI5 (“Explain Like I’m Five”) is a popular subreddit where people request responses that are “friendly, simplified and layman-accessible explanations – not responses aimed at literal five-year-olds.”

Here’s my attempt at a clear, comprehensive answer to that question:

The key players in paid search marketing

Paid search marketing usually refers to a pay-per-click model where advertisers pay only when people click their ad and visit their website.

Amy Hebdon February 19, 2017

How Important is History in AdWords?

adwords-history

A lot of people are afraid of deleting or even changing elements of their PPC campaigns for one simple reason:

They don’t want to lose their history.

It’s such a common concern that people are guided by it without even thinking about it.
In this article, we’re going to think about it.

Amy Hebdon February 5, 2017

What the Heck is a Conversion?

Screen Shot 2017-01-28 at 11.13.46 PM

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 a while, and even though I understand that people don’t intuitively know what CTR means, it’s easy to forget that there’s not even an established agreement on what is meant by “conversion.”

A click is always a click.

Amy Hebdon February 3, 2017

How to Target Household Income in AdWords

household-income

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, so you’ll want to set this up as soon as possible.

Amy Hebdon January 30, 2017

The Myth of the 20-Minute PPC Workweek

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.

Amy Hebdon January 20, 2017

Discover the Magic of Shopping Campaigns with Jordon Meyer

with Jordon Meyer

Today we’re talking about Shopping Campaigns with Jordon Meyer, who is the Founder and President of PPC agency Granular. Jordon and the team at Granular have managed over $50 million in pay per click ad spend, ranging from startups to Fortune 100 companies like Best Buy, Master Lock and Summerfest. His most memorable moment in PPC is spending over $300,000 in a single day, during Cyber Monday at Best Buy.

Amy Hebdon May 12, 2016

Tag: digital marketing