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PPC 101

/PPC 101

The Complete PPC Management Checklist

By |July 15th, 2015|

How to manage a pay-per-click advertising account from keywords to networks to everything in between.
I’ve been personally managing PPC/SEM/paid search campaigns continuously for almost 7 years now. There’s a lot that’s changed since 2008, but some things have not. A few months ago, I put together a checklist to help manage my PPC clients.

Hopefully, it […]

Display Network Setup & Management Tips

By |August 23rd, 2012|

Many PPC marketers shy away from the Display Network in AdWords. Either they don’t understand the network, have little experience on a non-search platform, or worse – treat it like the Google Search Network. The fact is, the Display Network can be a great addition to a well-rounded advertising program. Once you establish your Search campaigns and are pleased with conversion results, it’s time to expand.

Relevance Rules in PPC

By |January 29th, 2010|

Search works because of relevance. Searchers return to the engines because their questions are answered with the engine's relevant results. If the searcher agrees with the answer, the engine is rewarded by trust and returning visits. If the engine fails to provide relevant results, then searchers find another place to search. The engine loses a customer and the searcher goes to Google. That's the way it works for a search engine customer. It's no different for your customers.

Why PPC Campaign Settings Matter

By |January 7th, 2010|

Pay per click settings are important. If you don't deliver your message to the right geographical location, at the right time, and on the right devices, you could be wasting your PPC budget. Get the wrong settings and you're bleeding money. That's why you should review your PPC campaign settings. As a hat-tip to traditional print advertising, pay per click accounts are organized by campaigns. Campaign organization is crucial to your advertising success, just like the old days of counting coupon returns. For our purposes, we are only reviewing PPC campaign settings on the Google search network.

7 Questions to Ask Before Starting PPC

By |December 10th, 2009|

Before you build a house you must lay a foundation - before you start PPC you gotta do the same thing. In order to be successful in pay per click, ask some basic questions about your online efforts. That's why I've compiled 7 questions designed to lay the foundation for a solid PPC account. Whether you just use Google, Bing, or you're working in multiple search engines, these questions should help focus your PPC efforts.