The Portent Blog

research word on wood stamps and books PPC

2 Dec, 2014

8 Free Keyword Research Tools for PPC Advertising

By Erica Opsvig

Whether it’s SEO or PPC advertising, search engine marketing campaigns should begin with keyword research. This research is arguably the most important task for the foundation of all SEM efforts. It not only gives marketers insight into the mind of their audience, but helps bridge the gap between potential customers and the products or services… Read More

tulos-agency PPC

6 Nov, 2014

A Big Idea: The International Geek Exchange

By Elizabeth Marsten

As a part of our Big Idea series, I wanted to share more detail to a special pilot program that I took part in recently and will be presenting on in Dallas at State of Search later this month. It’s the International Geek Exchange that Toni Voutilainen, a senior PPC specialist of the Tulos Agency… Read More

Woman on phone at her small business PPC

21 Oct, 2014

Google to Localize Call Extensions. Hurrah?

By Timothy Johnson

Starting in early November, Google will allow advertisers to use local area codes in their call extensions that utilize Google forwarding numbers.  Previously, you had two options: use your own number and lose the ability to track calls in AdWords, or use an (866) forwarding number randomly assigned to your ads. With this new feature,… Read More

Compete with your biggest competitors PPC

9 Oct, 2014

Six Ways to Win on your Competitor’s Branded Keywords

By Chad Kearns

Occupying your competitor’s SERP space with a pay-per-click ad provides the ability to capture traffic and convert visitors into customers who may have had previous intentions of spending their money elsewhere. While bidding on the branded terms of your competitors is not an innovative practice, poor execution is something we see over and over again.… Read More

iStock_000016830894Small PPC

24 Sep, 2014

Pay Per Click Advertising Explained by a Non-PPC Person

By Mike Fitterer

Pay Per Click Advertising (PPC) should be an integral part of every company’s online marketing strategy. Seriously, it’s legit. After all, what marketer wouldn’t like having totally transparent marketing spend and return data available just a few clicks away? Oh, every marketer likes that sort of data? That’s what I thought. Here’s the problem. Most… Read More

KikoFeatured PPC

18 Sep, 2014

Make Your Google Shopping Campaigns Multilingual

By Kiko Correa

Have you ever stumbled onto a new feature without even realizing it? It just happened to me recently when I told my boss Elizabeth that I had gotten a second, French language, PLA feed going for a client. She looked at me sideways and said “how’d you do that?” Considering she’s covered a PLA base… Read More

iStock_000005076340Medium PPC

11 Sep, 2014

PPC and SEO — Shouldn’t They Get Along?

By Laura Oden

Both pay-per-click advertising and organic listings vie for your attention when you search, but do the two types of search results always have to be at odds, or can savvy marketers use SEO(Search Engine Optimization) and PPC (Pay-Per-Click) in tandem to dominate the search results? Making Portent history, Laura Oden (PPC Strategist) and Kaitlin McMichael… Read More

iStock_000020179305Medium PPC

5 Sep, 2014

Getting Started with Mobile Bid Modifiers

By Ryan Moothart

Problem Ever since Google AdWords introduced enhanced campaigns, targeting mobile traffic effectively using mobile bid modifiers has been an important strategy for all PPC managers.  Some of you may have mobile bid modifiers set in your campaigns already, but aren’t seeing very good results from mobile traffic.  Others may have your mobile bid modifiers set… Read More

Conflicting One Way Signs PPC

17 Aug, 2014

Unexpected Loss of Control: Google AdWords Exact Match Controversy

By Elizabeth Marsten

Google AdWords’ recent announcement on the retirement of exact match in favor of the “close variant” default setting not only came as a bit of surprise to me, but definitely garnered the expected outrage from the PPC community, including petitions, Tweets and blog posts like this one. (Strangely enough, we seem to have avoided the… Read More

iStock_000024620131Medium PPC

7 Aug, 2014

Top Seven Targeting Tactics for the Google Display Network 

By Laura Oden

What is the Google Display Network you might ask? The Google Display Network (GDN) is a collection of websites that partner with Google to display ads on their web pages.  Advertisers can use this channel to find relevant webpages for their message to appear on and increase their marketing reach. Building campaigns on the GDN… Read More

20140728_172946 PPC

31 Jul, 2014

Creating Personas for PPC

By Elizabeth Marsten

“Persona” is not a PPC word, but it’s certainly been seeing a lot more attention as we shift more and more away from keywords to audiences, intent, behaviors and (not provided). Some marketers keep their personas in their heads, some write them on Post-Its and some have fully written profiles with pictures and graphs. I… Read More

Feature PPC

28 May, 2014

Leverage Attribution Modeling for PPC

By Ryan Moothart

Are you using attribution modeling or assisted conversion data in your PPC reports? If you’re not, you’re missing out on some golden opportunities to leverage data to your advantage. We all know the LNDC model (last non-direct click model—the default used by Google Analytics) is not comprehensive enough for us to see the big picture.… Read More

Fuzzy Keyword Matching PPC

1 May, 2014

Harvesting Bulk Negative Keywords with Excel

By Admin

When I was just a boy, my mother caught me out behind the garage using broad match. I couldn’t sit for a week. Later, I graduated to the hard stuff: media buys, QR codes, direct mail… bad scene, man. Still, despite her best attempts at teaching me the value of plus signs, quotes and brackets,… Read More

not provided ppc PPC

11 Apr, 2014

(not provided) for Advertisers™ Beta

By Michael Wiegand

If you’re a paid search professional and you’ve been within a stone’s throw of a computer in the last 48 hours, you’ve probably heard: they’re coming for your search query data. Search Engine Land broke the story, Google themselves confirmed it: “Today, we are extending our efforts to keep search secure by removing the query… Read More

guy PPC

21 Mar, 2014

Exploring the Potential Impact of Google AdWords Online Video Ads

By Chad Kearns

Last December, PPC Essentials, Portent’s pay-per-click service offering designed for growing small businesses, took a leap of faith in positioning ourselves as an entity offering services separately from Portent’s enterprise-level internet marketing services. One essential element of this transition was to create a new website for ourselves that would completely separate us from Portent’s main… Read More

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