One of the most important tasks in a PPC account is to check which searches your ad is displayed. Google Adwords and Bing Ads will default to the keyword match type to broad. What this means is that if you are advertising for the keyword "lawyer," your ad will not only show for "lawyer," but any other search Google or Bing thinks is related. This could be useful if, for example, your ads show up for searches for "attorney" or "DUI lawyer". But if it starts showing up for
E-Commerce clients are my favorite PPC clients. I can compare the results before and after I start managing the account and show the client how results have improved due to my management. I love showing clients how revenue and ROI are increasing. Here are a few ideas to improve your e-commerce advertising. 1) Set up a Google Merchant Center account so you can use Shopping/PLA campaigns. PLA ads look great because they contain a picture of your product, and they are easy
Last week Google announced the introduction of Adwords Smart Bidding, an improvement on their automatic bidding. This allows advertisers to tell Google what their target cost-per-acquisition is and Google bids for the advertiser to get the most conversions possible at the target CPA. It takes into account a lot of data (location, device, browser, context, etc) in order to determine the expected conversion rate for that impression and then bids based off of that information.