Testing is a critical piece to success in all aspects of digital marketing. Understanding the measurement plan and goals of the test prior to testing anything is they key. If you haven’t structured your test, then you’re testing for testing sake.
Articles by Jason Tabeling
Paid search is all about numbers. For those who are really looking to take their PPC optimization to the next level, these metrics that are either new, or not used frequently enough, are the right places to start extracting additional insight.
Campaign structure optimization is critical, but remains woefully undervalued. Let’s look at the three main areas you should focus on when creating the structure of your account: relevancy, better budget control, and advanced targeting.
With more tools, brands will be able to reach their consumers and compete in these tough economic times. Smart search marketers will flourish in this time when consumers are fragmented and traditional ways of measuring performance no longer apply.
Who, what, where, when, why and how queries offer valuable insight and better understand your consumer’s needs. Harvest the user intent by frequently combing through your search query reports and use this to drive content, bidding, and strategy.
Brands are facing a unique opportunity and challenge in mobile advertising to measure strict ROI and be found by consumers. These four truths will help create a connected devices marketing roadmap for retailers in a new retail digital ecosystem.
Black Friday, Cyber Monday, Green Monday, and Free Shipping Day are just around the corner. With millions in revenue at stake in just a few days, preparing your campaign strategy is critical. Here are three things to focus on this holiday season.
Search plays a critical role in demand generation for any business, so why not have as many listings as possible in the search results pages? Digital asset optimization, social, and some classic SEM will help position your brand correctly.
Plant the right paid search keywords at the right time and you’ll raise a crop of wonderful results. However, if you choose incorrectly or don’t watch your list carefully, you’ll fail and your garden will be full of weeds that need to be pulled.
This month the latest features in the evolution of the Google Display Network were rolled out. Here's a look at these four features that increase the transparency in display buying, and provide advertisers improved ways to optimize their programs.
Since earlier this year, Google appears to be putting a lot of emphasis on testing the way ad copy is displayed to users. What has changed, what is being tested, and what does that mean for marketers?
A key piece to your bottom line performance is understanding how average position works and impacts your campaigns. Test and optimize this data in context of your total search campaign to see your total results improve.
A look at if tablet users are more likely to convert than smartphones or desktops, and how user behavior and usage alters the way you think about your marketing approach.
Even with a worse search experience and less targeted ads, the consumer mindset is so much closer to conversion that long tail terms are worth the effort.
Advertisers: Take advantage of free click ads to extend your share of voice on the page, improve the consumer experience, and determine the value to your overall search program.
When thinking about your paid search spend or launching a new campaign, it's important to understand how latency impacts your sales. Learn how to use this data to your advantage.
Examining data from different verticals from October 1 through November 30 to identify some of the impact on various metrics since the Search Alliance transition.
If you have a conversion without revenue tied to it, here's how you can use data from various channels to help put a value on those events.
Here's how advertisers can develop a search strategy that effectively coordinates paid and organic listings.
These two Google tools can help you understand and track your quality score, as well as the effect of your paid search campaign optimizations.