PPC account management isn’t something you just want to dive into head first and hope for the best, just like you don’t want to sit down at a poker table with professionals and hope for the best. In both cases, you can do OK as an amateur, but you may come to realize that you are either slowly losing money or not maximizing the chance you have to make it.
The following series is pulled from a presentation I gave to a group of beauty bloggers hosted by L’Oreal in New York. Most of the presentation is geared toward how […]
The following series is pulled from a presentation I gave to a group of beauty bloggers hosted by L’Oreal in New York. Most of the presentation is geared toward how […]
PPC visitors pretty much tell you where they’re at in the shopping funnel by what they type into the search box. If they type in a general phrase like “refrigerators,” they most likely don’t know what brand, size, or color they are looking for. They are looking for answers to these questions. Therefore, your ad and landing page should be like the Lowe’s guy and have all the information they need.
A common mistake I seen made when reviewing PPC campaigns is the failure to match keywords with their correct landing pages. Why does this happen? Probably because people are taught that their ad groups need to contain keywords that have similar words in them. What? Isn’t that right? Well…yes…and no.
It is true to an extent; but only to the extent that each of the keywords that you are grouping as similar should be landing on the same landing page. Ad groups should be organized not only for keywords, but also for landing pages.
when organizing your ad groups, ask the following two questions of your keywords:
1. Are the people using all of these search queries looking for exactly the same thing?
2. Should all of the people searching on these terms land on the same landing page? Or is there a better option available?
The following series is pulled from a presentation I gave to a group of beauty bloggers hosted by L’Oreal in New York. Most of the presentation is geared toward how […]
The following series is pulled from a presentation I gave to a group of beauty bloggers hosted by L’Oreal in New York. Most of the presentation is geared toward how […]
The following series is pulled from a presentation I gave to a group of beauty bloggers hosted by L’Oreal in New York. Most of the presentation is geared toward how […]
The following series is pulled from a presentation I gave to a group of beauty bloggers hosted by L’Oreal in New York. Most of the presentation is geared toward how […]