Advertisers should have the right to choose which features to use, target as granularly as possible, see how our money is being spent and make it more efficient, and get the same level of insight and data we take for granted on the desktop web.
Articles by Alex Cohen
Google has introduced new ad formats, AdWords settings and a few high profile tests. This year saw a lot more aggressive monetization by Google, with several high profile changes that increased the real estate for ads at the expense of organic.
Researching a new market, customer or channel can be wildly inefficient. The web has abundant information, but finding just the right information you need is time consuming if you don’t know some of the tricks. Read on to discover 10 of the best!
With every new feature, Google Analytics becomes more powerful, but also more complex. Hidden in the nest of menus are 4 powerful features you might have overlooked: Page Speed, In-Page Analytics, the Network Report, and Visualize with Motion Charts.
Group buying websites make local marketing at scale accessible to businesses, but don’t make them instantly profitable or worthwhile. You need to be smart about your offer, thoughtful about the customer experience, and rigorous in your measurement.
Customer acquisition cost, average revenue per user, lifetime value, and churn are vital metrics for measuring the health of your business. You can segment them by line of business, product, cohort, marketing channel. Just not with Google Analytics.
Put yourself in your prospects' shoes and ask: what are they going to be worried about? Is it implementation? Price? A missing feature? How can you assuage those fears and engage them without risk. Then watch your leads and conversion rates grow.
Trying to sell or market something no one wants to buy, and a lack of name recognition are two big hurdles for start-ups or new businesses. You can’t buy your way into brand awareness with traditional media, but here’s how you can earn your way in.
To get the most out a paid search agency, you should understand that, like any business, a search agency needs to make money, sometimes they’re the right solution, not everyone is great, and they won’t magically solve all of your business problems.
Do you expect paid search software to be a paid search manager? Are you looking to buy bid management software or going by a checklist? Is your taste too expensive? Do you not understand the setup process? Learn how you can avoid these mistakes.
At every stage of the process, your goal is to exclude the people who are never going to convert, thus saving money. Simply adding negative keywords isn’t enough. You need to understand the full breadth of ways to exclude bad prospects.
Looking for fresh ideas on landing page testing? Do you have $157? If so, you can try all these tools. Yes, all. A single landing page that increases your conversion rate 20 percent would pay for your investment immediately and for months to come.
Google and advertisers incorporate at least 43 signals that answer six fundamental questions to value and satisfy the search and searcher. Here's a review of those paid search signals.
Multivariate testing, with its many combinations, creative needs, and more demanding implementation, is a great place for larger organizations to implement more rigorous processes. Testing helps build a culture of data-driven decision making.
A marketing scorecard is a single spreadsheet that compares the potential or actual ROI from all channels. It’s easy to get lost in marketing data. A marketing scorecard is a simple tool that is easily communicated throughout the organization.
Poor structure and bad campaign settings can cost you hundreds or thousands of dollars per week. Auditing helps to catch bad habits and some warning signs before costs spiral out of control. Here’s how to uncover mistakes in less than an hour.
I’ve learned a lot in my time in the search community, which has always been generous with its knowledge. In my continuing effort to give back, here are 10 important tips, from search marketing, to B2B marketing, and life at a startup.
Retail paid search without keywords is here: one product can appear in up to three places, each with different messaging and presentation. So how can retailers can increase exposure as profitably as possible for product catalog and data feeds?
Paid search is a lot like nutrition: there's an excess of data, but a big shortage in optimization. Here's how to reduce PPC data complexity and make profitable decisions.