How PPC Training Launched Andrew Hutton’s Career

andrew hutton

Andrew Hutton used PPC training to kick-start a successful career in paid search.

While still a busy sociology student at the University of California Santa Cruz in 2011, Andrew took on an internship with Market Motive; an experience that piqued a new interest in digital marketing.

When he graduated, he entered a competitive job market, and found that his UC degree alone wasn’t going to be enough. So he dove back into digital marketing, taking certification courses with Market Motive.
It was a tough economy when I graduated. People were having a hard time finding careers. So I took courses to bolster my resume a bit, and to give me the practical experience I needed to find a job.”
Andrew threw himself into Market Motive’s courses, completing not one but three certifications: A Master Certification in PPC which he earned while studying directly with Google AdWords expert Brad Geddes, and self-guided Practitioner Certifications in both Digital Marketing Foundations and SEO.

And the impact it had was profound.… Continue reading

Two New Free Videos: PPC and Social Media

PPC and Social MediaFree through June 30: Introducing two new and free videos for PPC and Social Media

PPC: Managing Search Queries & Negative Keywords

With broad match types and ever-expanding keyword lists, keywords can get out of control very easily. The cure for this is learning how to manage your keywords efficiently, and a major tool for managing keywords is negative keywords. Negative keywords block an ad for showing for a particular query. Smart advertisers will use these to stop ads for showing for low-value keywords that are not performing well. See how to use negative keywords in your account to keep your campaigns running more efficiently.… Continue reading

New Content: PPC Foundations with Brad Geddes

PPC FoundationsIn this PPC Foundations course Brad Geddes will take you through everything you need to know to get started with PPC, or paid search, advertising.

From search psychology to targeting opportunities to a hands-on understanding of how the PPC auction actually works to hands-on ad copywriting and paid search measurement, this intro course covers a lot of ground. At the end of the course you should understand all the key components as well as actual building of a paid search ad.

PPC Foundations Course Materials Includes:… Continue reading

Bidding According to Match Type

Bidding According to Match TypeFrom the Market Motive Forum: I recently received the following fantastic question regarding bidding according to match type from a Market Motive student.

“I’ve seen people who split their ad groups into the three match types like this:

  1. Exact
  2. Phrase
  3. Broad

I understand that by taking keywords that perform well and moving them up, then adding them as negative keywords for the previous group, we can ensure that they show for the exact match and not the broad match.

Can we simply not leave the different match types in the same group ‘Marketing Training’ and adjust the bids so that the bid amount for exact match > phrase match > broad match?… Continue reading

Phrase Match & Exact Match When Modified Broad Match Used

From the Market Motive Forum: PPC Expert Brad Geddes Answers Complicated Question Regarding Phrase Match and Exact Match when Modified Broad Match is Also Employed

Time for another great question from a student over in our member’s only forum.

“Hi Brad. I wanted to get your take on the use of phrase match and exact match when Modified Broad Match is also used.

Here is an example: Suppose I have a tightly focused Ad Group – Left Handed Screwdrivers.

In this made-up example, let’s assume that the headline of my ad reads “Best Left Handed Screwdrivers,” and my landing page headline is “Best Left Handed Screwdrivers.”

While I am confident that I have an ad group with a tight focus, I want to make sure I get
good exposure. I find that I almost always use modified broach match because I don’t want to miss relevant searches. I use the following modified broach match: +left +handed +screwdrivers; +left +hand +screwdrivers.

I am wondering how important it is to also use phrase match and exact match. For example,
“left handed screwdrivers,” “left hand screwdrivers,” “screwdrivers left handed,” “screwdrivers left hand,” etc.

I understand that in theory, phrase and exact match may be unnecessary since I use
modified broad match, but my gut tells me my approach may impact quality score?

What do you think?”… Continue reading

Using Keywords in Search and Display Ads

Using Keywords in Search and Display AdsFrom the Market Motive Forums: Keywords and Search and Display Ads, Oh My!

I recently had an exchange with a student in the member’s only forum that I think you’ll be interested in. He had a set of keywords that described his client’s company, but he knew he couldn’t use those same keywords in more than one search campaign because they would compete against each other.

What he wanted to know, however, is if he could use this set of keywords in multiple display campaigns? His thinking was that he could use them this way since each display campaign had different topics. With different topics in each campaign, he thought that the keywords wouldn’t trigger competing ads because they are only used when those topics come up.

Lastly, our pupil wanted to know how all of this applies if he’s using the bid only option. Would using this option allow his keywords in the various display campaigns to compete against each other?

Let’s get down to business and solve this mini dilemma.… Continue reading

Does Adding Conversion Tracking to Websites Decrease Quality Scores?

market motive quality scoresFrom the Market Motive Forums: Trying to Determine Why Quality Scores Went Down

Quality scores are critical to an AdWords account as they influence the rank and cost-per-click (CPC) of ads. I recently fielded a great question in our member’s only forum regarding the decrease of quality scores and if this happened due to adding conversion tracking to a website.

A student had an AdGroup with solid overall quality scores of 7+. There was even one term that had a perfect 10 out of 10 score. When conversion tracking was added to the website, there was a dramatic decrease in quality scores on that very same day.

So what’s the deal?… Continue reading

How to push customers over the edge at the end of a buying funnel

endofbuyingcycleblogFrom the Market Motive Forums: Why display benefit copy instead of features copy at the final buying stage of the buying funnel? Aren’t the customers already sold and ready to buy using features as their guide?

People fall off at every stage of the buying funnel.

Someone might want a product/service, but then still doesn’t finish buying it or engaging in the service. It’s common for someone to forget, have something else comes up that distracts the user from their task, or they need a bit more of a push.

At the very end of the buying funnel, it’s a good idea to push a user to finally take action; and people buy products/serves based upon what it’ll do for them.… Continue reading

Should You Buy Your Brand Terms? Probably.

From the Market Motive Forums: Is it a good strategy to spend money for brand terms?

In most cases, it is worth buying your brand terms and company names. A lot of companies test buying their brand vs. not buying it, and then make a decisions based off the revenue delta. Testing is always a good idea!

As a general overview: Here are the top 4 most common reasons companies buy their brand terms. … Continue reading

How You Can Benefit From Our Faculty’s Expertise!

marketmotivefaculty

If you’re a Market Motive member, you know our faculty is busy designing and building training courses, recording videos, leading live workshops, and answering your questions in the Ask the Experts Forums. Great, right?

But did you know our faculty have lives outside of Market Motive?

It’s true!

All of the Market Motive faculty are active out in the online marketing world; they’re highly respected keynote speakers, consultants, agency owners, business owners, and bloggers. It’s that firsthand day-to-day experience in the trenches of real-time digital marketing that makes their mentorship so valuable and relevant.… Continue reading