A few months ago, I wrote a post about how to use Excel to streamline your PPC efforts. Since then, I have gotten a few questions on how to build an Excel template. Now, there is no set way to go about creating an Excel template, as they can vary in size and purpose depending on what you build them for. What this post is meant to do is really teach you the basic steps to take when building an Excel tool.
From the foosball and Ping-Pong wars to the central location across from the Prudential Center and Christian Science Center pool, working at WordStream has its perks! If you asked each one of us, I’m sure we’d list a variety of reasons we love working for this rapidly growing tech company – a tapped keg, beanbag chairs, and unlimited vacation to name a few, but aside from the perks it ultimately comes down to the phenomal people that make up our rapidly growing “startup like” company.
As digital marketers, we have the *pleasure* of being part of an ever-changing industry. Consider Google AdWords, which has changed drastically since its inception back in 2000. It started out as an internal service, eventually became a self-service portal and has evolved rapidly from there. As paid search platforms become more complex and sophisticated, it’s critical that account managers remain flexible and adjust their strategies to match these changes.
When I first started writing for WordStream, I didn’t know the first thing about AdWords. I was familiar with a handful of online advertising terms – I knew what pay-per-click ads were – but beyond that, I had no idea. I didn’t know what cost-per-conversion meant. I didn’t know what negative keywords were. I didn’t know the difference between an ad campaign and an ad group.
I literally found learning Japanese less intimidating than AdWords.
This year, marketers worldwide will spend a whopping $23.68 billion on paid media to reach social network users… and I bet you’re one of them!
Paid social has literally exploded recently; just a few short years ago, you probably thought you using Facebook and Twitter organically to somehow get noticed was going to be viable in the long term (ha, ha -- weren’t we naive?).
A/B tests are like eating your vegetables. You know they’re good for you, and they’re something you’re supposed to do, right? The trouble is that they can be intensely time- and money-consuming. You’re probably already envisioning a process filled with negotiations with graphic designers and engineers, time-consuming integrations, maybe even difficulty convincing your manager that this is the right move. Never fear! With the right tools and some preparation, you’ll be running A/B tests with ease.
When done correctly, bidding on competitors’ brand terms can provide a nice boost to your online advertising performance. After all, if someone is looking for your direct competitor’s products or services, it stands to reason they might be interested in what you offer too.