PPC

The fallacy of CTR as a KPI: Redefining PPC ad success

Click-through rate (CTR) is a cornerstone metric of PPC marketing.  Calculated as the percentage of people who click on an ad after seeing it, CTR is often treated as a key performance indicator (KPI), commanding disproportionate attention and optimization efforts. Google search interest in the topic of CTR far exceeds that of conversion rate (CVR), …

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Client onboarding and offboarding: The PPC agency’s guide

Winning and losing clients is part of the agency business. But with the right processes in place, you can smooth client transitions and maintain positive relationships no matter the outcome. Let’s tackle best practices for onboarding new clients and offboarding those who leave that will improve the client experience, get to work quickly, and enable …

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How will Google’s Search Generative Experience impact PPC?

Google’s Search Generative Experience (SGE) has the potential to revolutionize PPC, presenting both unprecedented opportunities and challenges for marketers. A roundtable of experts examined how our industry might change at SMX Next. Brad Geddes, co-founder of Adalysis, spoke with Jyll Saskin Gales, marketing Consultant at Jyll.ca, Greg Kohler, senior digital marketing manager at ServiceMaster Brands, and …

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Top 10 PPC expert columns of 2023 on Search Engine Land

Since Search Engine Land launched, we have given PPC experts a platform to share their in-depth knowledge and timely insights – with the goal of helping you solve problems, manage challenges and understand the constantly shifting landscape of paid search, paid social and display. What follows are links to the 10 most-read, must-read Search Engine …

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SEO vs. PPC: Build Your Digital Marketing Strategy

Selecting effective keywords is the key to online success. Here’s how to solve the search engine optimization (SEO) and pay-per-click (PPC) puzzle to craft a winning website traffic tactic. While there is plenty of overlap, the most powerful strategies take advantage of these differences to maximize spend, get more out of their campaigns, and deliver …

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