Good morning, and welcome to another edition of #PPC News and Views! We’ve got some great articles for you this week covering everything from Analytics, to AdWords Editor and PPC tools to help make your job easier. So sit back, relax, and get reading!
From the Experts
In the world of PPC, it’s always great when you see leads/sales coming in through your campaigns: search, display, remarketing, social, etc.. But when it comes time to make optimizations and allocate budget dollars, you need to know which channel influences your customers the most. That’s where Avinash comes in. His article Multi-Channel Attribution Modeling: The Good, Bad and Ugly Models is not solely a PPC specific article, but all of this points can be really helpful when setting up attribution modeling. He even walks you through how to do it! If you’re tired of bid and ad copy changes and want to step outside of the box for optimization inspiration, then grab a coffee and hunker down for this long yet informative post.
There are so many tools out there to help you with your PPC campaigns. Each has it’s own purpose and area of strength to help you succeed. But with so many choices, it’s hard to know where to start. Matt McGee has got your back with his 10 Must-Try, Online PPC Tools. Everything from ad copy testing, to landing page testing, to building out keyword lists, Matt has got you covered. Check out his post and see if any of these tool are a good fit for you!
Search Engine Land
Assuming. “It’s makes an a”…well, you get the point. But assuming certain things can also lead to some really big mistakes in PPC. Josh Dreller admits to some of these mistakes in his post 10 Bad Assumptions About SEM That Might Get You Fired – Part 1 and hopes that by sharing, it will help prevent you from making some of the same mistaken assumptions that he did. Some of his tips relate to the people around you and others relate to the work done on the account. Looking forward to Part 2 of this post!
Search Engine Journal
We’ve all been there. You log into your AdWords account in the morning and you realize your conversion totals are going down. What the…?! Now the question is, where to start? Never fear, Andrew Lolk is here with his post, What To Do When You’re Experiencing A Decrease in Conversions. Talk about a perfect fit to your problem! In his post, Andrew walks us through the process to determine if the decrease is due to changes you made or changes within the ad environment, and how to make steps to remedy either. Check it out!
From the Engines
As of Tuesday, AdWords Editor now supports upgraded sitelinks for enhanced campaigns. The post on Inside AdWords can give you a little more insight as to new functionality. As with all updates to AdWords Editor, this one also seems to have it’s hiccups. Be sure to back up your current edition of editor before upgrading to the new one, and be prepared for the occasional crash as Google gets some of the kinks worked out.
That wraps up our recap for this week. What articles did you read that you found helpful and/or interesting this week? Share in the comments!