PPC Playbook

Shane and Maria guide you through the tangled web of attribution models. The Attribution Modeling report in AdWords gives you the ability to analyze keywords, ad groups and campaigns to see how they are contributing to the conversion funnel. Learn the difference between Last Click and First Click conversions and the five attribution models available in Adwords. Plus, discover additional conversion reports that help decipher attribution models and common mistake to avoid.

A step-by-step guide and PPC Best Practices Tutorial is available at PPCProfessionals.com.

Take advantage of an additional stream of profitable traffic that is very easy to setup. Dustin Miller joins Maria to discuss the ways you can leverage Facebook Advertising to target current customers, leads, lookalike audiences and users who have visited your website, but have not converted. Learn how to setup basic ads as well as more advanced ads using Power Editor to convert these users into customers.


A step-by-step guide and PPC Best Practices Tutorial is available at PPCProfessionals.com.

Shane and Maria reveal five basic and advanced PPC tips that you might not have tried in your AdWords campaigns. Listen as they explain why it’s important to bid on your own brand, test for optimal ad position, utilize time lag reports to find out exactly how long it takes for your users to convert, optimize across different dimensions and use search query reports like a pro. These are tips you can start implementing today to improve your PPC campaigns, so start now!

A step-by-step guide and PPC Best Practices Tutorial is available at PPCProfessionals.com.

Shane and Maria discuss changes to Bing Ads with evangelist John Gagnon. Bing Ads began rolling out a new interface and new features in early August, including a faster user interface, Top Movers report, Opportunities tool and auto-tagging, to name a few. Changes to Bing Editor now makes the AdWords/Bing transition somewhat smoother with new features like Negative Keyword Lists, Ad Scheduling at 15-minute intervals and new Report Export Options. Plus, Bing starts testing close variants for exact match keywords with one key difference, the ability to opt-out.
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A step-by-step guide and PPC Best Practices Tutorial is available at PPCProfessionals.com.

Traffic from mobile devices is up, most websites are seeing more than 40 percent of total traffic originating from a mobile device. Shane and Maria discuss the impact of mobile traffic to your business and help you understand the difference between website conversions and phone call conversions from mobile leads. Learn how to set bid modifiers for mobile and desktop traffic, setup mobile targeted ads, bid aggressively for top mobile positions, force click-to-call ads, optimize mobile landing pages and setup conversion tracking, including call tracking.
A step-by-step guide and AdWords Best Practices Tutorial is available at PPCProfessionals.com.

Phrase Match and Exact Match as we know it has changed. Listen as Shane and Maria go through the benefits and pitfalls of Google’s decision to remove the ability to opt-out of close variant keywords for phrase and exact match keywords. You need to hear how this could impact your PPC campaigns. Plus, Google announces a new Call Conversion Tracking feature. Don’t just jump on the bandwagon yet, hear why you still might need to use third-party call tracking solutions to supplement Google’s new tool.
To learn more about Keyword Match Types and Conversion Tracking visit the PPC Professionals AdWords Best Practices Tutorial.

Shane and Maria show you how you can take advantage of the second largest retail opportunity of the year, Back to School. They discuss the increase in activity for Back to School related businesses and the need to pull back if you are not marketing a product or service related to this busy season. Learn how to analyze data from the previous year, identify your best sellers, be aware of the different first days of school across the country and sales tax holidays, optimize your Google Shopping Campaigns and be mobile-ready for the Back to School season.

BONUS: Google is about to convert Product Listing Ads to Google Shopping Campaigns, be ready with a step-by-step guide to setting up Google Shopping Campaigns and Optimizing Product Feeds from the PPC Professionals AdWords Best Practices Tutorial.

Shane and Maria discuss the importance of utilizing Negative Keywords to exclude traffic for irrelevant search queries, which can improve CTR if done correctly. Learn how to access pre-defined negative keyword lists for your industry, dig through your search query reports for both negative and positive keyword opportunities, the proper match type for negative keywords, the frequency at which you should be adding negative keywords and the quick fix of turning off close variants when your CPA is out of control.

A step-by-step guide to creating Negative Keyword lists and Keyword Mining with SQR’s can be found in the PPC Professionals AdWords Best Practices Tutorial.

Shane and Maria highlight that finding the right placements and focusing in on them is the key to success on the Google Display Network. Learn how to setup Display campaigns using automatic placements (for research) and managed placements for the best performing websites and web pages. Also, learn how to review Display reports to figure out which are your best and worst performing Display placements.

Additional information including examples about the Google Display Network is available in the PPC Professionals AdWords Best Practices Tutorial.

Learn how to craft the perfect AdWords text ads to improve click-through rates and keyword quality score. Shane and Maria walk you through the process of creating great ads, the anatomy of text ads, types of ads, ad extensions, ad relevancy and the benefits/dangers of Dynamic Keyword Insertion (DKI).
Additional information about PPC ad writing is available in the PPC Professionals AdWords Best Practices Tutorial.

Shane and Maria discuss advanced tracking with analytics expert Feras Alhlou. Learn all about goal types, event tracking, assigning a conversion value to goals, reconciling data between analytics platforms, analytics hacks, upgrading to Universal Analytics, cohort analysis and analytics for live chat software.

In case you missed it, listen to Episode 5 for a basic understanding of Google Analytics and how to link Adwords to Google Analytics for better reporting. Visit the PPC Professionals AdWords Best Practices Tutorial to learn more about AdWords Tracking and Conversions.

Learn how to enhance your AdWords PPC management with important data from Google Analytics. Shane and Maria discuss why it is important to track conversions/leads, why you should use Analytics conversion data instead of Adwords and how to properly link AdWords with Google Analytics. Also, learn about more advanced tracking methods like event tracking and offline conversion tracking.

A step-by-step guide to linking AdWords with Google Analytics is available on our website. Be sure to visit the PPC Professionals AdWords Best Practices Tutorial to learn more about AdWords Tracking and Conversions.

Ticket Summit is the place where promoters, ticket sellers, sports team executives and tech companies come together to network and attend educational sessions. Shane speaks to TicketNetwork Co-Founder Don Vaccaro about what Ticket Summit has to offer and the secondary ticket market. You can expect to hear industry experts speak about affiliate marketing, email marketing, pay-per-click advertising, social media marketing, white label website solutions, intellectual property issues and new software advancements.

Shane will be speaking at Ticket Summit on Friday, July 18 about AdWords Account Structure and Segmentation. Learn more about AdWords marketing strategies using the AdWords Best Practices Tutorial created by PPC Professionals.

Take advantage of the new Google Shopping Campaigns and transition out of Product Listing Ads. Dustin Miller joins Maria to discuss the benefits of Shopping Campaigns for ecommerce advertisers including new custom labels, tools to help analyze your competitors and ways to optimize your product campaigns.

A step-by-step guide to setting up Google Shopping Campaigns and Optimizing Product Feeds is available in the PPC Professionals AdWords Best Practices Tutorial.

Learn how to take advantage of basic SEO tactics and apply them to your PPC campaigns to save 20-30 percent on your ad spend. Jim Hedger joins Shane and Maria to discuss onsite SEO best practices, keyword relevancy, user experience and quality score.
Additional information about effective PPC Landing Pages and their effect on Quality Score is available in the PPC Professionals AdWords Best Practices Tutorial.

Learn how to structure your AdWords account to produce the most conversions at the lowest CPA. Hosts Shane Ryans and Maria Perilli discuss proper match type sorting, the negative effects of broad match keywords and how to route traffic correctly between your ad-groups by using negative keyword lists.