Brad McMillen's blog

Voice of the Customer: The Secret Weapon For Great Landing Page Copy

Most digital marketers agree that landing pages can make or break any campaign, be it PPC, social media, email, or display ads. Once you get people to click, the landing page has to convince your visitor to complete the conversion.To assist in the goal of landing page success, a number of software platforms exist to help marketers test landing page elements.

Visuals, calls-to-action (CTAs), layouts, offers, buttons, and many more elements can be tested. Software can help you conduct A/B tests and create new landing pages on the fly. Just a tweak with the placement of a key visual element might lead to a significant increase in landing page performance.  Unfortunately, when it comes to the actual words on the landing page, marketers tend to rush the process, going with a combination of... > Read more

September 11, 2014     |   Written by: Brad McMillen   |   Posted In: Conversion Rates   |   Comments: 7

Call Tracking Metrics: The Top 5 Metrics for Inbound Calls

You may have heard the big news that WordStream has added call tracking software to its arsenal of PPC tools. This means you can now track the campaigns, keywords, match types, ads, and landing pages that drive inbound calls to your business. Not only that, each call gets recorded, so you can refer back to it for marketing and training purposes.

It’s a pretty freaking sweet feature, and, if you use it, it may change your business.Let’s assume you already know it’s freaking sweet, you know that inbound calls are worth 5 to 10 times the value of form fill leads, and you’ve got call tracking set up. Now what?Now you start tracking performance so you know what’s working and what’s not. You already know the traditional AdWords metrics, including which campaigns, keywords, ads, and la... > Read more

July 01, 2014     |   Written by: Brad McMillen   |   Posted In: Paid Search Marketing   |   Comments: 1

How to Pass the AdWords Advanced Display Exam & Earn Google Partner Status

We’ve already delved into surviving the AdWords Advanced Search exam, thanks to Margot da Cunha’s post last December, so now let’s take a look at the other advanced exam, Advanced Display. Display seems to be a bit of a great unknown, the dividing line between the hardcore search geeks and the creative, right-brained people who cringe at all the spreadsheets and analysis that accompany search.

It bears mentioning here that 95 percent of people’s online time is spent consuming content, so learning about display (and video) can be a nice upsell to your clients, or it could be a career path you carve for yourself. Here’s an interesting fact: YouTube is the world’s second-largest search engine – and it’s a major component of the Advanced Display exam.Let’s assume you’v... > Read more

February 10, 2014     |   Written by: Brad McMillen   |   Posted In: AdWords Tips   |   Comments: 17

How Your AdWords Daily Budget Works With Ad Scheduling

AKA, How to Keep Google from Turning Your $500 Budget into $600 in SpendTake a look around any Google help forum and you’ll likely see questions about how AdWords budgeting works. They usually come from advertisers who’ve run over their monthly ad budgets for lack of understanding of this topic. I have to admit, I was one of those advertisers.

I would have felt a lot of embarrassment about my past mistakes if not for the fact the Google help experts had to do some double-checking of their own on it—that’s how (intentionally?) confusing this topic is.Most, if not all, advertisers use monthly budgets. Of course, AdWords runs on daily budgets. The way you work within this environment depends on whether or not your campaign runs every day of the month.With full confidence intact, let’... > Read more

January 20, 2014     |   Written by: Brad McMillen   |   Posted In: AdWords Tips   |   Comments: 10

How to Compete in AdWords: Improve Results Without Just Raising Bids

Google AdWords takes the word “competitive” to new heights. This fluid auction, fired off whenever someone performs a Google search, provides a platform for advertisers to compete for attention, clicks, traffic, and conversions – in short, for customers.  Too often, however, PPC managers see the need to be competitive as a kneejerk cue to raise bids.

Though a top rank can be helpful, and you might have to raise your bids to get there, it doesn’t guarantee clicks, let alone that those clicks will convert – and conversions are what matter most.This guide will show you how to stand out in this competitive space without reverting solely to bid-pumping tactics. We’ll examine the digital real estate you’re competing for, what prompts your ads to show there, and specific steps ... > Read more

December 11, 2013     |   Written by: Brad McMillen   |   Posted In: AdWords Tips   |   Comments: 31

How to Prepare Your PPC for Cyber Monday 2013

The refrain “time is running out” is something we’re all going to hear on a repeated basis for the next 45 days or so. As it applies to the PPC pros, time is running out to prepare for the digital shopping madness known as Cyber Monday, coming on December 2. That's just three short weeks away.Cyber Monday is a term marketing companies created back in 2005 to hype online shopping the Monday after Thanksgiving.

It’s a day of steep discounts and special offers to keep the momentum going after Black Friday, the major difference being you don’t get trampled by people on Cyber Monday like you might on Black Friday, and you don't have to search for parking.What does Cyber Monday mean to you? It means consumers are in “extreme buying mode” on Cyber Monday, so it’s time to take step... > Read more

November 18, 2013     |   Written by: Brad McMillen   |   Posted In: Paid Search Marketing   |   Comments: 0

AdWords Holiday Planning: How to Use the Automate Feature

As the holidays come barreling in, the last thing you need to worry about is pushing yourself away from turkey and stuffing to turn off your clients’ campaigns. Fortunately, there’s a quick and easy way to schedule your campaigns automatically: the AdWords automated rules feature.I used to eschew this feature, opting instead to set reminders in my calendar, but a recent client request for specific days and hours during the holidays prompted me to learn how Google’s campaign automation works.

You can use Automate for lots of things, such as turning a campaign off when your budget hits a certain amount, or to receive an email when events occur on your website. For our purposes here, though, we’re going to focus on one thing: how to pause and enable campaigns on particular days and at ... > Read more

November 11, 2013     |   Written by: Brad McMillen   |   Posted In: AdWords Tips   |   Comments: 0

PPC for Lead Generation: How to Get More Leads with PPC

Ask any business owner what he or she needs, and you’ll likely hear “more customers.” Businesses can’t just rely on their existing customers to fuel growth, so there’s a constant need for more leads who will eventually become clients.This guide will tell you how to use pay-per-click (PPC) advertising with Google AdWords to get more leads and grow your business.

Who PPC Lead Gen Works ForA common misperception is that PPC is only for e-commerce websites, but that’s not the case at all. PPC is a highly effective channel for websites and companies doing lead generation.Lead generation (often referred to as “lead gen”) is a requirement for businesses that can’t or won’t do business with just anyone. There’s usually a prequalification and information-exchange period that ta... > Read more

September 23, 2013     |   Written by: Brad McMillen   |   Posted In: Paid Search Marketing   |   Comments: 20

The PPC Guide for B2B Professionals

 Quick: What do ground-penetrating radar, hydraulic tie-rod cylinders, and third-party PPC software platforms have in common? Not much, really—but all three are examples of B2B (business-to-business) products that B2B companies can sell via PPC advertising.PPC is a system that offers B2B companies the ability to capture leads fast and efficiently.

Your target market is basically raising its hand and saying it’s interested in your product or service, and it does so by typing in search keywords on Google or Bing. The beauty of it is, they’re looking for you – instead of you standing around a trade-show booth for ten hours at a time asking people what their biggest business challenges are and hoping their needs match up with what you offer. That’s what makes PPC a form of inbou... > Read more

July 18, 2013     |   Written by: Brad McMillen   |   Posted In: Paid Search Marketing   |   Comments: 17
 
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