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PPC Playbook

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PPC Playbook
PPC Playbook

PPC Playbook

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About Us

Listen to PPC Playbook, a weekly show delivering insider tips and practical advice on how to get the best from PPC advertising. Learn how to create and manage highly optimized PPC campaigns with the latest tools, techniques and strategies to help you increase your ROI. Expand your pay-per-click skills and knowledge as we interview industry experts and answer all your questions. Hosted by Shane Ryans and Maria Perilli from PPC Professionals

Latest Episodes

How To Work With Low Search Volume

You may have a product or service that either people don’t know about or just aren’t actively searching for. Shane and Maria discuss various strategies to deal with low search volume including near matches, targeted placements, videos, direct mail, email marketing, partner outreach and affiliate marketing.To learn more about Display Network placements and YouTube Advertising visit the PPC Professionals AdWords Best Practices Tutorial.

31 MIN2014 OCT 10
Comments
How To Work With Low Search Volume

AdWords Attribution Modeling: Everything You Need To Know

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.

31 MIN2014 OCT 2
Comments
AdWords Attribution Modeling: Everything You Need To Know

Generate Traffic and Profit Using Facebook Advertising

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.

33 MIN2014 SEP 25
Comments
Generate Traffic and Profit Using Facebook Advertising

5 PPC Tips You May Not Have Tried

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.

10 MIN2014 SEP 19
Comments
5 PPC Tips You May Not Have Tried

Bing Ads Gets More Familiar

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.

33 MIN2014 SEP 11
Comments
Bing Ads Gets More Familiar

Mobile Devices Impact Your Business

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.

29 MIN2014 SEP 5
Comments
Mobile Devices Impact Your Business

Big AdWords Changes – Close Variants and Call Conversion Tracking

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.

32 MIN2014 AUG 29
Comments
Big AdWords Changes – Close Variants and Call Conversion Tracking

Own the Back to School Season

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.

31 MIN2014 AUG 22
Comments
Own the Back to School Season

Top Strategies for Using Negative Keywords

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.

32 MIN2014 AUG 15
Comments
Top Strategies for Using Negative Keywords

Optimize Your Google Display Network Strategy

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.

32 MIN2014 AUG 7
Comments
Optimize Your Google Display Network Strategy

Latest Episodes

How To Work With Low Search Volume

You may have a product or service that either people don’t know about or just aren’t actively searching for. Shane and Maria discuss various strategies to deal with low search volume including near matches, targeted placements, videos, direct mail, email marketing, partner outreach and affiliate marketing.To learn more about Display Network placements and YouTube Advertising visit the PPC Professionals AdWords Best Practices Tutorial.

31 MIN2014 OCT 10
Comments
How To Work With Low Search Volume

AdWords Attribution Modeling: Everything You Need To Know

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.

31 MIN2014 OCT 2
Comments
AdWords Attribution Modeling: Everything You Need To Know

Generate Traffic and Profit Using Facebook Advertising

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.

33 MIN2014 SEP 25
Comments
Generate Traffic and Profit Using Facebook Advertising

5 PPC Tips You May Not Have Tried

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.

10 MIN2014 SEP 19
Comments
5 PPC Tips You May Not Have Tried

Bing Ads Gets More Familiar

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.

33 MIN2014 SEP 11
Comments
Bing Ads Gets More Familiar

Mobile Devices Impact Your Business

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.

29 MIN2014 SEP 5
Comments
Mobile Devices Impact Your Business

Big AdWords Changes – Close Variants and Call Conversion Tracking

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.

32 MIN2014 AUG 29
Comments
Big AdWords Changes – Close Variants and Call Conversion Tracking

Own the Back to School Season

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.

31 MIN2014 AUG 22
Comments
Own the Back to School Season

Top Strategies for Using Negative Keywords

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.

32 MIN2014 AUG 15
Comments
Top Strategies for Using Negative Keywords

Optimize Your Google Display Network Strategy

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.

32 MIN2014 AUG 7
Comments
Optimize Your Google Display Network Strategy
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