3 Ways To Decrease CPA Without Tanking Volume
By: Daniel Friscia
In this post, Daniel tackles the tough topic of decreasing your cost per acquisition. In PPC, we often get stuck on the CPC and CTR numbers, when in reality all that really matters at the end of the day is ROI and profit. Best way to maximize profit? Find different ways to lower your cost per acquisition. Daniel’s three recommended ways to help reduce CPA are:
- Custom ad scheduling: Test and identify how CPS fluctuates by the time of day or day of the week
- Landing page optimization: Consider A/B testing different landing pages to find the best performing pages for your specific ads
- Device bid modifiers: Segment performance based on device category and make adjustments as need to your bid strategy
Make sure to check out the full post over at PPC Hero.
Pay-per-click and its potential to shape the future of digital marketing
By: Brian Matthews
Now is as good of a time as ever to dive head first into your career in digital marketing. Spend on digital alone has been trending upwards for years and shows no signs of slowing in the near future. With the increase in demand for digital marketing services come a demand for professionals who can create, manage, optimize, and measure digital marketing campaigns has increased tremendously. One huge chunk of this business is pay-per-click advertising. In this article, Brian Matthews lays out some very intriguing statistics and key points on the future of digital marketing that any current or prospecting digital marketing professional needs to check out. Additionally, more resources concerning digital marketing training and career advice can be found at Knowledge Land.
IgnitionOne: Q1 US Paid Search Growth Strongest In 3 Years
By: GinnyMarvin
The results are in – 26% year-over-year increase in the U.S. paid search market! This was the key finding in IgnitionOne’s most recent release of information. Other key points of interest include:
- Ad spend on Bing rose 26.9%
- Google’s CPC rose 23% year-over-year
- Impressions for the Google Partner Network as advertiser withdraw
- Three consecutive quarters of growth for Bing ads.
Make sure to check out Ginny’s article here as well as the full report, which is available here.
AdWords: Show The Ads You Want With Desired Keywords
By: Adam Lundquist
I love how Adam begins this article: “AdWords isn’t easy.” He then goes on to explain a very common scenario many of us have faced while dealing with campaign management and the frustrations that go into dealing with those issues along the way. While it is true that AdWords and other PPC campaigns can be difficult and even frustrating at times, it is possible to improve both you skill set and your campaigns with the right training and resources. That is precisely why Jeff created the PPC Course – to provide the right training, direction, and resources for those just getting started in PPC and those who become frustrated with the complexity of it.
I wanted to share Adam’s monster post because there are so many solid tips here that i think a lot of people could benefit from this resource. To summarize, here are some things to expect in the article:
- You see your AdWords account differently than Google
- Stop competing against yourself by sculpting your account (so true)
- How to sculpt your AdWords account to ensure the correct ad shows appears for the correct keyword
This is a post you don’t want to miss this week!
Does this AdWords ‘glitch’ leave any Quality Score clues?
By: Aaron Dicks
This.Is.Amazing. One of the PPC managers over at Impression managed to catch a few strings of data from an AdWords glitch in the Keywords tab. While not all of Google’s secrets were discovered, they did manage to extract a few lines of JavaScript that may give some hints on how Google finds and measure Quality Score. I don’t want to ruin the surprises, so make sure to check out the post and subsequent discussion over at Impression.
The Inbound Marketer’s PPC Budget Management Playbook
By: Andrew Nguyen
If you have not yet checked out the community at Inbound.org, make sure to do so immediately. They have tons of good resources and valuable discussion are had on a daily basis. This piece of user submitted content covers a lot of information regarding PPC budget management and how to keep your budget healthy. Andrew walks us through how to stay on top of your competitors, focus on your highest performing campaigns, and turning off the average/mediocre ads. Make sure to check out his post and explore the community.