Managing Partner
The idea of flexible bid strategies is interesting on paper and has potentially useful implications in the long term. For now it is simply a perplexing addition in the midst of Google AdWords' massive upheaval with enhanced campaigns.
The deadline to switch to enhanced campaigns is fast approaching. How will campaigns that utilize Conversion Optimizer be affected? Will this powerful tool continue to function when you combine device targeting and start applying bid multipliers?
Two brief case studies examine how Facebook’s Optimized CPM can help reduce your cost-per-action in a campaign aimed at generating Likes, and how it can reduce your cost-per-action or cost-per-conversion in a lead generation campaign.
Even if you have been burned with a poor display experience in the past – or were just too scared to try – know that now is the time to test display again. There are so many options, it is truly like being a kid in a candy store.
Every PPC manager should be aware of the range of features and methods for managing bids efficiently and effectively. Here is a basic breakdown of the different ways you can manage your bids and the pros and cons of each.
The default Google AdWords setting actually opens your campaigns up to the possibility of generating clicks from locations outside of your geo-targeting parameters. Here’s how you can avoid wasting advertising money on irrelevant traffic.
Launching a new Google Display Network campaign and looking for a bang rather than a whimper? Google suggests you try launching with CPM bidding. Testing this strategy reveals higher CPCs, lower CTRs, and budgets being exhausted far too quickly.
The need to track calls is great, but it can be challenging. Google’s Call Extensions are great for getting top-level reporting on call activity associated with your search ads. The implementation is easy and the reporting is at your fingertips.
With a constant parade of new ad features being rolled out by Google AdWords, the importance of ranking in the top 3 ad positions becomes more evident. Here’s some advice for advertisers who want to ensure the continue seeing optimal ad performance.
Over the past 6 years there has been an overwhelming chorus of dissent towards adCenter for the lack of an ad rotation feature. Finally, those voices have been heard! Let's look at what the newest addition to adCenter's arsenal of tools has offers.
When dealing with PPC clients, you might encounter several potential pitfalls. Here are some pointers on how to make clients feel like they're your top priority, as well as how to deal with overly hands-on clients and elusive “quiet" clients.
Google has announced redesigned local ad formats in Google Maps for Mobile. The announcement in and of itself is not that exciting. However, Google claims that this visual redesign has increased click-through rates by 100 percent in initial tests.
More advertisers are taking advantage of Google’s Display Network in their online advertising mix. And, as when you begin to use any new system, mistakes are bound to be made. Here’s how to avoid some common pitfalls and improve your performance.
If you're advertising mobile apps, it just got a lot easier to position your apps in front of active searchers. Not only did your marketing reach expand, but you can more easily track downloads. Here's a rundown of Google's new mobile ad options.
PPC managers have longed for Google AdWords to provide conversion data for Ad Extensions such as Sitelink, Location, Call and Product Extensions. Without so much as an announcement, Google has released conversion data associated with Ad Extensions.
Personas are widely underused in the PPC and search marketing community as a whole. PPC advertisers have a lot to gain by completing the persona exercise and leveraging that information when managing and creating new search marketing campaigns.
Imagine for a second a PPC advertiser’s worst nightmare: You log into AdWords and your keywords, ads and campaigns all have zeros in the conversion stat column! Worse yet, it isn’t a performance problem – just a tracking problem. Here’s what to do
Communication can take many forms. Phone calls. Emails. Reports. For every client, you should be transparent, have a plan in place, and stick to your schedules. Here are a few recommendations on what kind of communication plan you can put in place.
Turn the typical holiday PPC madness on its head. Here’s how to manage PPC accounts that defy the ecommerce hullabaloo during the year-end holidays season: it’s PPC for nonprofits, products targeting teenagers, and service and travel businesses.
Google has expanded the available +1 features. Now you can show +1 buttons on Display Network ads, you can connect Google+ brand pages to AdWords for shared +1 accumulation, and Google is providing +1 annotation reporting. What’s coming next?
