Attention Accountants: The New Tax Bill Could Kill Your PPC Account

On November 17, 2017
3

Have you heard the news? There are some drastic tax code changes on the horizon.

The GOP plan for tax overhaul cleared the House on Thursday. Regardless of your political leanings, that’s big news for your AdWords account! If you’re a CPA (Certified Public Accountant), or an agency running accounts for accountants, you’re going to want to prepare for the impending increase in impressions and subsequent clicks. Otherwise, you risk wasting a ton of your budget on clicks that represent absolutely no value to your business.  

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Ultimate Guide to Dominating Black Friday PPC in 2017

On November 8, 2017
3

Black Friday PPC is different. You have 24 hours to make the absolute most out of what you do. The wrong ad, the wrong bid, the wrong settings can ruin the day (and possibly even the year!) for you. Even if you choose not to participate in Black Friday, you can risk burning through your budget with nothing to show for it.

black friday ppc 2017

In this post, I’m letting the tips flow.

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How to 3X AdWords Conversion Rates Without Touching AdWords

On October 30, 2017
7

Over the last six months or so, one of my colleagues and I have been able to cut the cost of conversion by 2-3x, from over $325 per conversion to under $100. Here’s what that looked like:

rlsa cost per conversion

Pretty impressive, right? If you can cut your cost per conversion that much, you can drive way more conversions with the same advertising budget. So how did this happen?

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How to Pass the AdWords Certification Exam: 7 Tips from Newly Certified Professionals

On October 10, 2017
1

Who doesn’t remember graduating let’s say five, ten, even twenty years ago? You strutted off that stage, throwing your cap in the air in celebration – no more late nights in the library, stacks of highlighted note cards, and begging your professors for extra credit, hooray!

Just when you thought your testing days were over, your new boss demands that you take and pass the Google AdWords exam to become an AdWords Certified Professional. Yikes...your stomach starts to rumble, and your testing anxiety rushes back from the dorm room you buried it in.

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How to Identify Your Most Valuable Keywords (& Find More)

On October 3, 2017
1

Quality Score is the straw that stirs your paid search drink.

At the keyword level, it’s the perfect measuring stick: it tells you whether your copy is relevant, how stoked prospects are about your landing page, and the rate at which viewers click your ads. If all three factors are trending in the right direction you’re rewarded with lower CPCs and paid search success.

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What’s a Good Quality Score for Each Type of Keyword?

On September 19, 2017
8

When it comes to Quality Score everyone wants a 10. But for certain types of keywords, that’s about as likely as WordStream doubling my salary to drink bourbon and grill dry-aged ribeyes on a veranda overlooking Lake Winnipesauke. We can dream, but it ain’t gonna happen.

You see, when you add a new keyword to your account, Google automatically assigns it a starting Quality Score of 6. From there, a combination of factors, including expected CTR, ad relevance, and landing page experience, will determine whether that score sinks or skyrockets. But not all keywords are created equal.

quality score factors

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8 Advertising Tips for Electricians & Other Tradesmen

On September 18, 2017
0

For a millennial, full-time digital marketing professional who runs ad campaigns for the tech startup she’s employed for, learning AdWords seems quite feasible.

For an electrician, roofer, locksmith, or contractor, PPC can be more of a challenge. They may not have grown up with the internet, and they certainly did not attend school to become digital advertisers. They more likely attended a trade school to master the jobs they do now. Their priorities are fixing your pipes, repairing your roofs, and ensuring your televisions are installed properly.

construction workers in the 1930s

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How to Compete with Big Spenders in AdWords (Without Spending More $)

On September 5, 2017
11

By almost every metric, businesses with big budgets are doing better in Google AdWords than lower spenders. Maybe not surprising, but it still hurts. The rich get richer while us little guys get left in the dust.

How do we know? We looked at 18,037 reports from our AdWords Performance Grader and compared performance between advertisers spending more than $50K a month and everyone else. And big spenders really came out ahead.

how to compete with big budgets in adwords

But wait! Don’t leave in despair just yet. The truth is, you can emulate a lot of what those bigger advertisers with deeper pockets are doing, without spending more money. In AdWords, success is often just a matter of getting more active and actually doing more stuff in your account!

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