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Author Archives: admin
PPC Associates continues its popular interview series with some of the titans of digital marketing. Today’s marketing morsels come courtesy of Marc Poirier, co-founder and EVP of Business Development at Acquisio and one of very few people who enjoy the ads in election season. Name: Marc Poirier Title: Co-Founder and EVP Company: Acquisio What’s the first metric you check when you start work for the day? I review leads and lead scores from the previous day by source and campaign. What’s one metric you rarely bother to check? View-Through … Continue reading
Today’s post is by Sr. Production Manager Gordon Khoo. As technology and the Internet continue to evolve, our society approaches an interesting (some would argue unfortunate) intersection between ethics, politics, technology, and the social contract. As marketers, this is an intersection we too must navigate, as prized user information can have positive outcomes for both the advertiser and the customer. With the recent news about PRISM, the NSA program that collects Facebook, Google, and other data, we are faced with a fender-bender sure to cause some rubbernecking and changing … Continue reading
Today’s post is by Jonathan Oei, utility infielder extraordinaire. When I interviewed at PPC Associates for an internship, I asked my interviewer, Mike, about his experience at the company. With a straight face, he said “in the first month, you learn so much that your brain literally hurts.” What an introduction, right? Looking back, I can tell you that Mike was right. There definitely was a steep learning curve in the beginning, but it’s important to be mindful that internships are supposed to prepare you for a career … Continue reading
Today’s post is by Account Associate Bailey Lau, who is always looking for new keywords to describe her favorite Bay Area sports teams. Keyword expansion generally falls into two buckets: 1) a massive, block-and-tackle effort to help new accounts get off the ground, and 2) a more refined, optimized approach for older accounts that have already been built out over time. Each of the buckets requires different strategies for keyword expansion. Here’s how we tackle them at PPC Associates: 1. For the quick start: use Google Keyword Tool … Continue reading
Today’s post is by Account Manager Jay Stampfl , a six-year performance marketing vet, avid reader, and water polo practitioner. In my last post, I talked about some of the logic and criteria you should use for your bidding strategy. Once you have a good sense of your goals and time frame, you’re ready to create automations. There are a number of different ways to use automations: pausing ads, changing daily budget, or even just sending email notifications. For today, we are just going to focus on bidding strategies … Continue reading