DanJordanPPC

You might think I'm crazy. Conversion Rate? Underappreciated? That's one of the big ones! The ones clients always ask about. The one you're always trying to optimize. How could it possibly be underappreciated? Here's how: Too often we worry about lowering cost-per-click without considering how it affects conversion rate. We can direct more traffic to lower-cost informational keywords and away from high-quality intent-driven keywords. Then we pat ourselves on our back

I have had the opportunity to do pay-per-click advertising for clients in many different industries. Every industry is different so I'd like to share some of what I've learned from working with dentists to help dentists who are advertising for themselves and any PPC managers that have just signed a dentist as a client. Here are 6 tips that can help you improve your results: 1) Beware of broad match (and phrase match) keywords: Dentistry-related clicks are expensive so you

Confession time: I run a PPC business, but I do not advertise it with PPC. Does this make me a hypocrite? No, I tell every prospective client that the decision on whether to advertise on Google and Bing through pay-per-click depends on many factors and should be made based on your specific situation. Here are a few things to consider using my own situation as an example: 1) Can you handle more business? I am a one-man company with no desire to expand by hiring more people

If someone finds your website through a PPC ad and immediately buys something, it's obvious that the ad and keyword that generated the sale should get credit. But what if a customer comes through multiple ads? What if someone came to this site first from the keyword "PPC advice blog", then comes back on the keyword "PPC management"? Which keyword should take credit for this sale? Google has now made it possible to change your attribution model, but which one is for you? 1

When I started advertising on Google Adwords in January 2006, I only had 95 characters to sell my product. One 25 character headline and two 35 character description lines and that's it. There's not a lot you can do in 95 characters to differentiate yourself from your competitors. It's 10 years later and the basic ad still only has those 95 characters (although now you can expand it with ad extensions). But Google has recently announced extended ads to be rolled out by th

When I optimize a PPC account one of the first places I look is the mobile vs desktop data. For e-commerce sites the conversion rate on mobile devices can be less than half of the conversion rate on desktops. If you're in that situation and you aren't lowering your mobile bids you are losing money for mobile devices. Here is how you can check your mobile conversion rate: 1) Go to the campaigns page. 2) Choose "Devices" from the "Segment" drop-down menu. 3) You can analyze

Are you having trouble telling searchers everything they need to know about your business in one headline and two lines of text? Did you know there is a way to increase the size of your ad on Google search? Google Adwords has ad extensions to give searchers more information about your business and your business more room on the search results page. Here are the 4 most important sitelinks and how they can improve your ads: Sitelinks: Extra links on your ad that can send cus

This is the first in a series of posts about underrated statistics. These are hidden deep inside Adwords or Google Analytics that can give your PPC account a big boost. Google Adwords reports four different statistics that can tell you when your ads are showing, when they are not, and why they are not. Taken together these can tell you if changes to your bids or budget could improve your PPC results. I believe the most important stat is "Lost Impression Share (budget)". I

Do you have a non-profit and want to get your message out? Google has a program for you! The Google Ad Grants program gives up to $10,000 in free advertising a month to qualifying non-profits. Advertise your non-profit on the world's most popular search engine at no cost to you! Drop me a line and I'll help you set it up.