Most Popular Top 10s of 2015

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Most Popular Top 10s of 2015

Every weekend we gather our best guides and posts on a specific subject. These were our best top 10s of 2015.

Most Popular Top 10s of 2015

Lifehacker launched exactly ten years ago today (happy birthday to us)! In light of the occasion, let’s take a look back at some of the most popular posts we’ve shared with you this last decade.

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Most Popular Top 10s of 2015

Programming is one of the most valuable skills you can pick up in these modern times, whether for career prospects or to stretch your brain and create something awesome. If you’re just getting started on your coding journey, here are ten tips and resources to set you off on the right foot.

Most Popular Top 10s of 2015

Our face shapes and body shapes can help us choose the most fitting hairstyles, clothing, and accessories. Here are ten tips to help you accentuate your best features.

Most Popular Top 10s of 2015

As if Gmail wasn’t powerful enough, you can find all sorts of goodies and extra features in Gmail Labs. The list is pretty massive, so we’ve narrowed down our 10 favorite labs to help increase your email productivity.

Most Popular Top 10s of 2015

Hiring managers make the difficult decision of who the best candidate is for the job based not just on the specific job requirements but also basic “soft skills” every worker should have, like communication and teamwork. Here are the top 10 additional job skills everyone needs.

Most Popular Top 10s of 2015

Buying groceries is one of those universal chores most of us could probably do better at, whether it’s saving money on food or spending less time shopping. Here are ten common mistakes we tend to make at the grocery store—and how to avoid them.

Most Popular Top 10s of 2015

Many of us are stuck behind our desk and computer all day long, which makes the hardware we use quite important. Let’s give some more thought to our monitors, with these ten tips for getting the most out of those screens.

Most Popular Top 10s of 2015

The garage is often a neglected, messy space. With a little organization and a few handy projects, though, we can get much more use out of our garages and also modernize them. Here are our top 10 garage upgrade ideas.

Most Popular Top 10s of 2015

Weight loss isn’t easy (if it were, we wouldn’t have a billion different diet plans and products to waste our money on). But even the smallest weight loss tricks or mind hacks can make a big difference when it comes to sticking to your diet or weight loss plan. Here are 10 such tricks you can easily incorporate today.

Most Popular Top 10s of 2015

The slow cooker (or crock pot) is a wonderful appliance for hands-off cooking, but the gentle, slow heating process can also be used for other things unrelated to food. Such as these ten things.

Most Popular Top 10s of 2015

Life is full of big moments and big decisions. But fret not, from deciding where to live to finding your true calling, here’s some advice to help you along the way.

Most Popular Top 10s of 2015

It’s spring cleaning time. Even if you have the urge to clean your home from top to bottom, perhaps your natural laziness is keeping you from getting started. No worries, here are ten MacGyver-ish ways to freshen your home with minimal effort.

Most Popular Top 10s of 2015

Life is full of awkward and uncomfortable moments. We can’t avoid them altogether, but we can handle them with grace. Here are ten situations we all might struggle with and how to relieve the discomfort.

Most Popular Top 10s of 2015

Dating is often awkward, sweet, and challenging (sometimes at the same time). But don’t worry, we’ve got more than a few tips for surviving the dating scene and improving your dating experience.

Most Popular Top 10s of 2015

Email is the technology tool everyone relies on and yet perhaps also hates (it’s the cockroach of the internet!). Love it or hate it, we could probably all stand to improve our email skills, from managing our inboxes to sending more elegant email messages. Here are ten of the top mistakes we make with our email.

Thanks for a great 2015! And while you’re at it, don’t forget Lifehacker’s 10th anniversary celebration for even more great top 10 lists!

http://lifehacker10.lifehacker.com/welcome-to-lif…

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2 Key Questions That Determine Whether You’re Making the Most of Your PPC Ads

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Author: Raymond Coppinger

This year, pay-per-click (PPC) advertising platform Google Adwords celebrated its 15th birthday. While PPC ads can sometimes feel like the elder statesman of digital advertising, it’s still in its prime and its birthday serves as a good reminder of how much potential there is for all the digital channels that marketers want to master.

Since the arrival of Google Adwords, the digital advertising landscape has evolved in almost every way: more channels, more technologies, and more data. The PPC corner of that landscape has changed with it and marketers today have a much greater set of capabilities when running PPC compared to the early 2000s. Yet through all this change, the keyword auction remains at the heart of PPC, billions of which take place every month.

Like email marketing, search marketing remains a critical channel for many marketers and, if Google’s advertising revenue growth is anything indicator, it will remain so for quite a while. As a B2B marketer who wears the web/digital/online hat, PPC is a channel that I have been heavily involved in throughout my career. Across all my experiences with PPC activity, I’ve found that answering these two key questions has served as a foundation for delivering real growth and return:

Do you have an easy-to-measure indicator of the health of your PPC investment?

Like most digital advertising channels, PPC is metric-rich. There are so many ways to assess performance, from conversions to click-through-rate to quality score. In the B2B world where PPC is more often than not a lead generation channel, bridging the gap between PPC specific metrics (such as conversions or quality score) and the revenue performance of your PPC activity is critical. It is very possible to have a situation where you are seeing significant improvements in your PPC metrics, but the revenue performance remains flat. This makes it even more important to have a way to measure the revenue impact.

One possible metric is a simple yet powerful equation we use here at Marketo. We look at the ratio between the opportunity pipeline created by the PPC channel (first-touch or multi-touch) and the investment in PPC; we call this ratio ‘pipeline to spend’. There are a number of factors that determine what a healthy ratio is depending on your business. For example, based on your opportunity close rate, you may aim for a pipeline to spend ratio of 13:1, which means that for every $ 1 you invest in PPC, you aim to generate $ 13 in pipeline.

pipeline to spend

Pipeline to spend can be used to track the revenue impact of any marketing program and is a fantastic way of determining marketing efficiency. By focusing on pipeline as opposed to closed revenue, you can understand how well marketing is serving your sales organization with the right marketing qualified leads. If you were to look at closed revenue instead, then it would factor in the efficiency of your sales organization at closing opportunities.

Are you allocating your PPC spend based on the right data?

The pipeline to spend ratio is a great measurement of your overall PPC investment, but getting more granular and understanding what campaigns or ad groups are driving the pipeline enables more effective budget allocation. Take the following example, in which Ad Group 1 has a higher cost per conversion but generates 3x the amount of pipeline as Ad Group 2. In this scenario, the marketer might look to increase investment in Ad Group 1, if there is volume available.

ad groups

By tracking revenue performance down to the ad group and even keyword, you can prioritize where budget should flow. Below is an example of how you could categorize and then prioritize your ad groups in terms of budget. This simple categorization is a very easy way to ensure that budget gets to the most revenue-impactful areas first.

  • Priority 1: Ad groups that have historically generated significant pipeline.
  • Priority 2: Ad groups that have not necessarily generated significant pipeline, but are important from a brand, product, or industry perspective.
  • Priority 3: Ad groups that have not generated significant pipeline and are not critical from a brand, product, or industry perspective.

PPC is a channel that has plenty of measurement options and requires continuous optimization and analysis. Put another way, PPC requires a lot of hard work on an ongoing basis; it is a journey that never ends. By knowing that the return on your PPC investment is healthy and having a mechanism for allocating budget to the right places; you can empower yourself with the knowledge you need to drive on with optimization and find ways to improve your return.

Do you agree that these questions are important? Are there other key questions you ask yourself about your own PPC? I would love to hear them –please feel free to comment below!

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2 Key Questions That Determine Whether You’re Making the Most of Your PPC Ads was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. | http://blog.marketo.com

The post 2 Key Questions That Determine Whether You’re Making the Most of Your PPC Ads appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


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