An AdWords Script To Make Exact Match, Well…Exact
Many of you will have heard about Google’s decision to terminate exact match (at the same time as telling us that it’s for our own good). It’s a clear move to grab some more advertising dollars, and the news has been met with fury by SEM experts. Most two-year-old kids know that there is a…
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Tips For A Successful PPC Account Takeover
When you’re taking on an existing account, perform these important checks to ensure you start off on the right track.
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How To Improve Shopping Ad Performance & Quality Score In AdWords
By late August, Product Listing campaigns for AdWords will be retired in favor of Shopping campaigns, so if you haven’t started migrating, don’t delay much longer. You can run both campaign types simultaneously, so start tweaking Shopping campaigns now so that they’ll be performing great by the…
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How To Run Single-Device Only Enhanced Campaigns. It Can Be Done!
When I speak about Enhanced Campaigns, I invariably get an audience question like this: “How can I create single-device campaigns? I know it’s possible somehow, tell me how!” I recently figured out the answer. Why The Need For Single-Device Campaigns? I am not usually a proponent…
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6 Steps To Boost The Profitability Of Your SEM Acquisition Program
Imagine that your job is to stand outside a barber shop and bring in new customers. If a businessman with shaggy hair comes walking by, you give him a big wave and a hello. If a bald man walks by, not so much. This analogy is used by Google AdWords to describe its Enhanced cost-per-click […]
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Driving PPC And SEO Synergy In Large Enterprises
I recently had a prospect ask me whether it’s ideal to have one team handle both the SEO and PPC efforts for an enterprise. To a large degree, that depends on the capabilities of your in-house group or external agency — world-class PPC and SEO advice seldom coincide with each other, and…
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Advanced SEO Analysis – Part 1: SEO Research & Wisdom Of The Crowd
A couple of years ago, I was invited to speak at the SMX Advanced conference in Seattle on the topic of SEO and competitive intelligence. It is an area of SEO I’m passionate about, not only because it is one of the most difficult things in SEO to scale and do right, but also because […]
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Start The New Year With A PPC Health Check: Part 2
Welcome to Part 2 of my PPC Health Check series! In part 1, I covered account structure, settings, conversion tracking and budgets. Today’s piece will help you understand the areas you need to be checking with regard to keywords, ads and performance. Reviewing a campaign properly isn’t…
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Are You Ready For The New Google Shopping Campaigns?
This past October, Google announced a new campaign type for Google Shopping which fundamentally changes campaign management for Product Listing Ads (PLAs). Google Shopping Campaigns are currently in beta (you can request to sign up here), but are likely to become the main campaign structure for…
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Are You Ready For The New Google Shopping Campaigns?
This past October, Google announced a new campaign type for Google Shopping which fundamentally changes campaign management for Product Listing Ads (PLAs). Google Shopping Campaigns are currently in beta (you can request to sign up here), but are likely to become the main campaign structure for…
Please visit Search Engine Land for the full article.
Start The New Year With A PPC Health Check: Part 1
As Group Head at a fast growing search agency, I’ve carried out hundreds of campaign checks over the years. In my contributions here, I’ll be sharing my top tips on things to look out for when reviewing your own campaigns. Some of these things are obvious, while others might have…
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Case Study: How Should You Be Using RLSAs?
If you were paying attention, you might recall that Google launched Remarketing Lists for Search Ads (RLSAs) at the end of June this year. Now that we’ve had a few months of experimenting with how to best make use of this feature, we’ve managed to come to some interesting preliminary…
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How To Achieve ROI From Your B2B Content Strategy In 60 Days
B2B firms are natural candidates for inbound marketing and content strategy campaigns. Many entrepreneurs believe that effective inbound marketing efforts require tens of thousands of dollars, hundreds of hours, and at least a year to get traction in t…
5 More Landing Pages Tests To Improve Performance
Now that you’ve had a chance to implement 7 Landing Page Tests You Can Run Tomorrow, I have a few more weapons you can add to your SEM testing arsenal to improve landing page performance. 1. Don’t Provide Too Many Options In the last 10 years, I’ve only seen a home page convert…
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How to Automate AdWords Ad Creation & Landing Page Checks
Automating AdWords as much as possible is every advertiser’s dream, especially when dealing with the massive accounts we see in enterprise-level SEM. This article provides a few examples of how we at Top Tier Marketing have automated some of the more laborious tasks of running AdWords. Hopefully,…
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4 Ways To Take Your AdWords Scripts To The Next Level
Last week, I presented at HeroConf in Austin and shared some advanced tips for automating AdWords account management with an audience of PPC account managers. They seemed to like what I had to say; so, I’ll share a few of the more advanced scripting tips with you here. When you manage PPC accounts,…
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