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search ad conversion tracking

PPC Call Tracking Benefits

PPC call tracking facilitates the capture of search engine metadata associated with call conversions. This metadata becomes powerful information when it is used as the fuel for automated bidding or “machine learning” algorithms within a PPC platform.

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auto apply recommendations

Google PPC Auto Recommendations As Default

Do you want to convert your PPC auto recommendations to apply without your intervention? Would you like all your keywords to be converted to a broad match, including even the loose synonyms that you do not want? Well, that day has arrived – and you don’t even need to agree to it. If your ad campaign has started to falter

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Video Sales Funnel Principle

Sales Funnel Principles For PPC

Campaign DeliverablesWhy is it important to set conversion values? Without it, you won’t know the two most important metrics in digital ad campaigns. Steve shows you how to estimate conversion values in this short video.

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Sales Funnel Fundamentals

Paid Search Sales Funnel Fundamentals

When a lead is generated through advertising, the marketing process, or another source such as a face-to-face encounter, the lead is usually characterized as a prospective customer.  At that point, the salesperson will designate that the prospect is “in the funnel”. This is only the start of transit of the lead through the imaginary “sales funnel”.  The early funnel area is represented by the opening at the top, in the accompanying diagram.

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PPC Quality Score Meter

PPC Quality Score – 4 Things To Get Right

Quality Score (QS) is a core mechanism in search engine ad platforms. Both Google Ads and Microsoft Advertising platforms use them. The platform assigns quality scores to each keyword in the campaign. Their workings are a bit opaque by design and can seem arbitrary at times.

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Campaign Automation

PPC Machine Learning

This series of articles takes a look at PPC automation available today, both how it works and associated controversies. We’ll share the high points of what we’ve learned, including the positive and less positive angles. Digital advertisers are already…

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PPC Machine Learning

The Magic of Automated Bidding in PPC Campaigns

Three years ago, we managed the majority of our campaigns using different types of manual bidding; sometimes extending that when there was enough conversion data to use “enhanced CPC” bidding.

But today, we design all of our clients’ campaigns with automated bidding as the planned outcome, once the campaign has run long enough to generate a conversion history (usually 2 to 6 weeks).

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