April 09, 2015
You’re here for a reason. If you’ve invested the time, effort and funds into advertising online, you want to make sure that those precious resources aren’t going to waste; you want a decent return on your investment. No doubt you’re keeping an eye on your clicks, but what about your conversions? What is a conversion? A conversion is the ultimate purpose of your campaign; it is as you define it. Do you want to make sales? Then, for you, a conversion would be a customer clicking on the “Submit...
April 07, 2015
When was the last time you even made eye contact with the salesperson at your favorite retail outlet, who could only manage to say “Hello,” as you walked briskly past? What if that salesperson already knew what you were looking for and could bring you right to it? Would they have you at "Hello"? Having that audience intelligence before your customers even make eye contact with your ad on their screen is the first and most critical step to running a successful campaign. As illustrated in the...
April 05, 2015
Regardless of whether your ultimate PPC goal is to rack up clicks on your web site’s “Submit Order” button, to have your phone ringing with customers ready to place orders or to have new customers walking through the door of your store, you need to make sure that your campaigns are both effective and efficient at getting customers to visit your web site. In my last post on this series, I covered some tips on lowering your advertising costs. The reason I chose that as my first topic is because...
March 25, 2015
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....
March 15, 2015
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...