What’s A Good PPC Account Structure, Anyway?
Is there an ideal way to structure an AdWords account, or is every case special? Contributor Sam Owen explores the issue.
Sam Owen is a leading writer for PPC Hero, a speaker on International PPC and CRO and a paid search and display account manager at Hanapin Marketing. His client's range from start-ups to Fortune 500 businesses and include e-commerce and lead generation.
Is there an ideal way to structure an AdWords account, or is every case special? Contributor Sam Owen explores the issue.Sam Owen | Sep 5, 2014 at 10:05 am ET
I have a confession: I used to hate Dynamic Search Ads. I’m sure some of you still do. For my part, I had used them unsuccessfully in a couple of accounts and decided they were no good. It wasn’t until a few months ago, when I saw this awesome presentation from Matt Umbro at SMX […]Sam Owen | Jun 25, 2014 at 10:10 am ET
When it comes to PPC, metrics are everything. We consume ourselves in pouring over numbers and analyzing our accounts down to the smallest detail. However, it turns out we are being misled by the data we rely on the most. We’re too quick to take our figures at face value without thinking about what we’re […]Sam Owen | May 16, 2014 at 9:42 am ET
Last week, Google announced some panic-inducing security enhancements, essentially removing search queries in referring URLs for PPC clicks. Plenty has already been written about this topic and, without getting into it too much, I think it’s a bit of a storm in a teacup. Larry Kim summed it up well last Thursday: It’s pretty much […]Sam Owen | Apr 18, 2014 at 9:01 am ET
Freshly back from the excitement of SMX West in beautiful San Jose and full to the brim with insightful PPC notes (if Evernote can technically get full to the brim), I’ve set about compiling a list of my top PPC-related takeaways from the event. The following are the ten that most caught my imagination. 1. […]Sam Owen | Mar 25, 2014 at 10:10 am ET
When we think about automation in PPC, our minds tend to jump to expensive tools like Marin, Kenshoo and Acquisio or advanced algorithms and Google Scripts. However, you shouldn’t let the word “automation” scare you into forgetting the simple things that make it great: speed and consistency. Today, I’m going to take you through six […]Sam Owen | Feb 26, 2014 at 9:30 am ET
Here at Hanapin, we have a monthly training day. We shut down the office and all the account managers spend the morning researching and learning new tricks and techniques, which we teach to each other later in the afternoon. This month, we spent some time diving into the exciting world of Google Search Partners, and […]Sam Owen | Dec 27, 2013 at 9:30 am ET
Let’s start by looking at a hypothetical scenario: You’ve just been put in charge of a PPC account — either in-house or as part of an agency shakeup. It’s an account with a lot of history, and it is hitting goals, but… After a few days spent familiarizing yourself with this account, you come to […]Sam Owen | Dec 4, 2013 at 9:30 am ET
If you were paying attention, you might recall that Google launched Remarketing Lists for Search Ads (RLSAs) at the end of June this year. Now that we’ve had a few months of experimenting with how to best make use of this feature, we’ve managed to come to some interesting preliminary conclusions. First, let’s revisit a couple […]Sam Owen | Nov 1, 2013 at 9:20 am ET