Using Automation to Execute PPC Strategy

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If you are looking to automate your PPC campaigns, Jeff Baum has the info to help you! In this article, he discusses which technology is the right technology for YOU. Both technology and automation play a huge role in the digital marketing space. Paid search and social functionality is more complex than ever, the number of platforms and networks that need to be managed is constantly expanding and clients are demanding deeper analysis and insights. These convergent dynamics put a strain on the account manager’s ability to efficiently manage accounts. The right technology provides the ability to automate routine tasks… Continue Reading

Big Changes Coming to Device Bidding in AdWords

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When it comes to running PPC campaigns, behavior on each device will vary. So it’s crucial to identify which devices you are doing well on and which ones you need to improve on. There are several updates on the way that will have a huge impact on paid search: What’s changing? Before enhanced campaigns were released in 2013, it was possible to create separate campaigns for each device you wanted to target. However, multiple versions of each campaign complicated things, and as device usage proliferated, Google simplified the situation with enhanced campaigns. With just one campaign for all devices, you… Continue Reading

Decision Trees for SEM Segmentation

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There is an ongoing debate amongst SEM experts as to how to best segment your PPC accounts, and columnist Aaron Levy illustrates his process with a handy flowchart and an excellent research article: One of the most common and difficult choices you’ll make when managing an SEM account is deciding when to segment keywords. Any search manager worth his or her salt knows that segmentation is key to PPC optimization, but what’s the best rule for how granular you should get? There are a few different camps on this. There are the long-time advocates of Single Keyword Ad Groups (team SKAG), and even the occasional Single… Continue Reading

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