Our interview series with PPC Associates’ top account folks continues with Director of Social Media Andrew Foxwell, who grew up on a Wisconsin dairy farm and dove into Facebook the minute his little modem could handle it. How did you get into digital marketing?Somehow when I was a little child, I wandered into a wardrobe and walked out a digital rock star… Absolutely no idea. Frankly, I have always loved technology because it was my connection to a world that was far larger than the one I knew. … Continue reading →

Today’s post is by Account Manager Jay Stampfl, who has been in performance marketing since 2007 and enjoys a good book and a good game of water polo. I have received a number of questions regarding different ways to bid. All in all, I feel there are a number of schools of thought that revolve around the same central tenets. The short answer is that you’ll want to set and adjust bids according to your goals (ROAS? CPA? Revenue? Gross Profit?), but there are best practices for doing that … Continue reading →

Our interview series with digital marketing’s finest continues with SEER Interactive‘s Aaron Levy, who has been involved in digital marketing since his days at Villanova and now focuses on paid search, display and self-serve re-marketing — when he’s not cooking, brewing, golfing, biking, or playing hockey. Name: Aaron Levy Title: PPC Team Lead Company: SEER Interactive What’s the first metric you check when you start work for the day? Conversions! I know what a typical day should look like for my clients, so the first thing I want to … Continue reading →

Today’s post is by Account Manager by Eric Smith, who has been maximizing profit in enterprise-level ecommerce accounts since 2011. Choosing goals and targets are some of the most fundamental decisions in paid search.  Unfortunately, they are often chosen somewhat arbitrarily and rarely re-evaluated. Many traditional advertisers will often set CPA targets based on product revenue and margins alone, without taking incremental CPA and diminishing returns on profit into account. Let’s consider the following example: An advertiser with a $100 product and 25% margins has $75 in profit per … Continue reading →

Our interview series of the industry’s best continues with Joseph Kerschbaum, runner-up in our inaugural Most Influential SEM tournament, lover of vanilla beer, and co-author of “Pay Per Click Search Engine Marketing – An Hour A day.” (Also, maker of news…keep your eye out for today’s press release!) What’s the first metric you check when you start work for the day? This depends on the account! However, I think in general I check Conversions / Conversion Rate / Cost-per-Conversion first. What’s one metric you rarely bother to check? I look … Continue reading →