Optimize your PPC ad campaign by effectively leveraging the functionality of Google AdWords. Here's an easy way to collect customer persona data that is actionable and targetable.
Articles by John Lee
Yahoo Gemini has emerged as an intriguing channel that is a hybrid of mobile search PPC and native advertising.
Both Google AdWords and Bing Ads have implemented changes and are making announcements for future changes that directly impact campaign tagging protocol. Are your PPC campaigns tagged for success? Let’s make sure…
Much like those of its search-cousins AdWords or Bing Ads, Facebook Ads' feature sets change frequently, leaving us in a constant state of learning and testing to find out what works.
There are bad websites in the network, yes. There can be issues with junk lead submissions, yes. But for all the bad, there is a lot of good. You just have to be willing to work for it!
There are many things that can cause CPC to creep up. Once you understand whether you have a CPC creep issue, you can reverse the trend with some of these strategic changes.
An analysis of strengths, weaknesses, opportunities, and threats will help give you a detailed understanding of opportunities inside and outside of your paid search accounts. Here's how to do a PPC audit through the lens of a SWOT analysis.
Matching your ad copy and landing pages to the current season, a holiday, or current events will make your ads fresh, relevant, and stand out from competitors. It's also a simple and effective way to boost click-through and conversion rates.
January is when B2B advertisers need to embrace their oddball status and grab the New Year by the horns. Here's how you can ramp up those campaigns in January and Q1 to capitalize on the other side of the seasonality coin.
2013 has been an incredible year of growth for social media advertising, with new features, targeting options, and channels to explore. But this year has merely been a preview of what is to come. Here are five trends to watch for next year.
Google AdWords Call Extensions are fundamentally important for online advertising; having a phone number published with your text ad gives you a baseline of how many potential leads or customers are willing to pick up the phone and call.
By understanding each YouTube video ad campaign type, how these ad units function, and understanding proper campaign segmentation, direct marketers can leverage this massive channel to drive more relevant traffic that converts.
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.