PPC Blog Posts

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How to Build an AdWords Account – Campaign & Ad Group Structure PPC

27 Sep, 2018

Part Two: How to Build a Google Ads Account – Campaign & Ad Group Structure

By Ryan Moothart

This article on PPC campaign structure is part 2 of a multi-part series which will cover just about every facet of a successful Google Ads account top to bottom. Whether you’re building a new account from scratch or auditing an existing account to find improvements, we hope you’ll use these posts as a guide to… Read More

Is PPC or SEO a better investment for small businesses - blocks with SEO and PPC letters PPC

22 Aug, 2018

Small Business Marketing: Weighing SEO & PPC

By Timothy Johnson

It seems like such a simple question. “Should I do SEO or PPC?” We hear it all the time in Portent’s dedicated small business digital marketing team. “Where should I invest my time and treasure to generate the results and the revenue that will allow my new business to survive right now? And to thrive… Read More

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Adwords features and experiments you should try PPC

24 May, 2018

Grow Your PPC Revenue – AdWords Features and Experiments You Should Consider

By Will Fu

As a PPC Strategist working with a variety of clients and industries, I see often certain AdWords features work for some and not others. While there are some obvious wins or constant sources of high ROI, such as Remarketing Lists for Search Ads (RLSAs) producing better revenue and user engagement than broad targeting Display ads,… Read More

Mobile PPC Strategy Guide - Portent PPC

8 May, 2018

Mobile PPC: An Absurdly Easy-to-follow Guide to Get it Right

By Ryan Moothart

Part 1 – Introduction to Mobile PPC & Why This Guide Matters Google searches on mobile devices outnumber those made on laptop or desktop computers and that gap continues to grow. This means that you’re likely losing money if you’re not advertising to mobile traffic in your PPC accounts. However, you need to do it… Read More

How to build an AdWords account starting with Account Settings PPC

27 Apr, 2018

How to Build an AdWords Account – Campaign & Network Settings

By Ryan Moothart

If you’re new to paid search (or it’s been a while), how to build an AdWords account from scratch can seem daunting. How do you know you’re doing this “the right way”? What are you missing? Could your campaigns be better? The amount of doubt that can seep into your head when you’re at this… Read More

19 Extreme PPC Blunders and Mistakes PPC

6 Apr, 2018

19 Extreme PPC Blunders

By Max Trotter

Today, for a change of pace we’ll look at how to build the most wasteful, ineffective PPC account possible. The blunders listed here range from ignoring easy wins that could have maximized your ad’s visibility, to lazily throwing ads at every passerby rather than being deliberate and crisp with this incredibly powerful targeting available to… Read More

PPC

15 Mar, 2018

Get Kraken With These 5 Keyword Research Tools

By Mike Fitterer

Mythical sea creatures are really cool, right? Any massive octopus-like thing that can easily bring down large ships is a beast to be reckoned with. My two (very-soon-to-be-three) kids also think the name “Kraken” sounds totally awesome. (This digital marketing tangent brought to you by ongoing early parenthood.) And you know what else is awesome?… Read More

Mystery International Traffic in AdWords - clicks from Iran and North Korea and Syria PPC

18 Jan, 2018

Mystery Traffic from AdWords – North Korea, Syria, Iran, Oh My!

By Ryan Moothart

It’s like lions, and tigers, and bears, but with tyranny and oppression. But I’m not here to discuss international politics today. The reason for my witty extremely unclever title is because of location targeting. Or, more specifically, the lack of certain negative targets which I never knew I needed until a few months ago. But,… Read More

How to use PPC to drive lead generation for law firms PPC

16 Nov, 2017

How to Use PPC For Law Firm Lead Generation – SEM Lessons for Professional Services Firms

By Max Trotter

Search engine advertising is a critical piece of the marketing puzzle for all businesses, but can be especially useful in an industry that is as competitive as Law or other professional services. This post looks at some of the specific opportunities and pitfalls for professional services firms, focusing on Law, but there are plenty of… Read More

Remarketing Audiences Every Marketer Should Be Using from Portent PPC

23 Oct, 2017

9 Remarketing Audiences Every Marketer Should Use for Holiday 2017

By Ryan Moothart

Remarketing is an essential strategy for just about every AdWords account imaginable. Targeting ads to users who are already familiar with your site and your brand tends to increase your conversion rates and help retain existing customers. Thankfully, remarketing capabilities have also advanced quite a bit in the past few years. Advertisers now have more… Read More

3 Tips to Create Better Banner Ads PPC

10 Oct, 2017

3 Tips to Create Effective Banner Ads Every Time

By Mike Fitterer

News flash – people are great at ignoring banner ads! Websites allowing display advertising often show 3 – 5 different ads per page. Throw in sponsored stories, and that figure can comfortably rise into the double digits. That’s a hefty supply of content for which visitors did not directly search. In a sad illustration of… Read More

Identify and target your best customers for more successful digital advertising PPC

28 Sep, 2017

Whale Acquisition the Gaming Industry Way

By Will Fu

If you’re in the mobile gaming industry, you’ve probably heard the term “whale” on a regular basis. If your game-designer jargon is rusty, a “whale” is simply a user that spends a lot of money. GameAnalytics has a great deep dive on the topic. Generally, whales are a small portion of the user population but… Read More

Funnel Based PPC Account Strategy PPC

11 Sep, 2017

Funnel-Based PPC Account Strategy – An Overview

By Ryan Moothart

Channel Contribution 101: You want your paid search account to drive value and make money. You want to use your paid search account to help reach new customers and grow your business. Unfortunately, it’s not as simple as whipping up a campaign, throwing in some keywords, and then watching the revenue come flooding in. You… Read More

Copyright stamp your PPC ads to improve CTR PPC

11 Aug, 2017

Stamp Your PPC Ad Copy – Improve CTR the Old-Fashioned Way

By Kerri McCarthy

Does your brand have any registered, copyrighted or trademarked terms? If so, you should absolutely include the symbol in your text ads for improved performance. Yes! These little guys: ® © ™ This is not a new tactic in PPC ads by any means, but so many businesses aren’t taking advantage of it. The expected… Read More

Stop Neglecting These Awesome AdWords Features PPC

28 Jun, 2017

Stop Neglecting These 4 AdWords Features

By Mike Fitterer

Ahh, the time-honored mantra of “A _____’s work is never done.” It turns out if you search for “job is never done” and pull up images, everyone is apparently busier than everyone else. A curious paradox, but we’ll leave that alone. The obvious ones include “woman, mother, man, marketer, and teacher” just to name a… Read More

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