Eric Couch

For every year I’ve been in PPC, each has been called the “Year of Mobile”. This year, I can say with confidence that it’s actually true. We’re seeing explosive growth across smartphones and tablets, and if you’re still not optimizing for these users, then you’re in severe danger of missing out. That being said, optimizing for mobile traffic can be a difficult task, particularly if you’re unfamiliar with the reporting interface. With that in mind, I’m here to show you a few ways you can analyze ...

Bidding on your keywords, much like account structure or landscape painting, lends itself to a certain amount of personal interpretation. Figuring out your starting bids, how to adjust them over time, and projecting the expected impact involves a certain level of guesswork. While there are tools available now to help you set your starting bids, knowing how much you can afford to pay and what it might do for your performance takes a little bit of math… and some help from the Bid Landscape tool. T...

Planning a new campaign can be a difficult task in the best of times, but it can become a nightmare when you need to anticipate traffic volume and seasonal performance variation. When you add in new device targets, or want to expand in to entirely new verticals? That’s another challenge entirely. Luckily, there are tools available to us now to handle each of those issues, many of which can be found directly in the Bing Ads Campaign Planner. What is it? The Campaign Planner is a unique tool found...

When you work in the same PPC accounts day in and day out, it can be easy to lull yourself in to a false sense of security. You get in to the routine of doing things in specific ways, or even worse, think that your advertising efforts are as good as they could possibly be. From experience, I can tell you that that’s almost never the case. Often enough, the best ideas and optimizations come from a fresh pair of eyes -- someone that can tell you what you may be missing in your account blind spots....

On some days, knowing what exactly is happening in your PPC account can be a challenge... knowing why it’s happening can be even more so. As someone who’s done more than his fair share of account audits and deep dives, I know your pain. Change histories, search term reports, and meticulous records were necessary to keep track of the many different moving pieces in each account. Luckily, we now have tools available now that make that scavenger hunt obsolete, tools like the Top Movers report. What...