CategoryKeywords

PPC Keywords

PPC keyword strategy is the crux of any successful paid search campaign. Get advice for choosing and refining PPC keywords, including keyword match types, bidding hacks, and insights into reporting that can help you optimize your PPC keyword strategy.

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Pretty Little Liars: Low-Revenue PPC Conversions in Freemium B2B Models

By Andrew Goodman
In Keywords, Measurement & Analytics
April 15, 2021

Recently, I provided a small snapshot of accounts struggling with sagging conversion rates. This week, I’d like to address the sneaky phenomenon of accounts boasting pockets of mega-high “conversion rates,” and how that can actually be hurting financial performance. Of course, I’m not referring to conventional, easy-to-attribute, profitable sales. If your core ad targeting is...

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PPC Forensic Files: Conversion Rate Problems You Can Solve At Your End

By Andrew Goodman
In Keywords, Measurement & Analytics, Shopping/Feeds
April 1, 2021

Low conversion rates are the bane of paid media campaigns. The simple math dictates that if you pay for nonperforming media, your ROI will be poor, and profit elusive. The targeting we rely on as PPC account managers is the driving force behind surgical efforts to show advertising to consumers (or business prospects) with high purchase intent. Sometimes, we make judgment calls to...

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What’s in a Name? The Impacts of Domain Names on PPC Performance

By Andrew Goodman
In Ad Creative, Keywords
March 18, 2021

Similar to SOPPC 37, this week’s installment applies as much to broader business strategy as it does to close-up PPC execution. But company names – or even more specifically, domain names for company websites – do have a direct impact on a user’s cognition, trust, psychology in general, etc., over potentially millions of discrete interactions per year. So although this “naming...

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The New World of Competitive Metrics: Life After “Avg. Pos.”

By Andrew Goodman
In Advanced Features, Keywords, Measurement & Analytics
January 14, 2021

Many PPC’ers were distraught when, in 2019, Google sunsetted the average ad position metric in Google Ads. That metric was one of our go-to decision criteria for bid aggressiveness. Even if your approach to bidding should align with financial KPI’s like CPA (Cost/Conv.) or ROAS (Conv. Value/Cost), you don’t want to “bid through the top of the auction,” so monitoring position would...

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About the Author

Andrew Goodman is Founder & President of Page Zero Media. His accomplishments include writing the first-ever full-length book about Google AdWords, heading up this Google Ads Premier Partner agency, maintaining a string of 48 consecutive speaking engagements at Search Engine Strategies in North America, co-founding a startup called HomeStars, and wearing the dickens out of a lab coat at the SMX Advanced session called Mad Scientists. His active lifestyle requires increasingly elaborate bowls of yogurt. He works from the Toronto office as well as a home office in Fredericton, NB.

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