Metrics can be tied back to four basic lifecycle stages of attracting, engaging, converting, and renewing. Let's look at how these stages can apply to your PPC efforts. Depending on the frequency of your reporting, here are 13 metrics to include.
Articles by Noran El-Shinnawy
When it comes to increasing brand awareness, AdWords can be a great medium that is often overlooked by marketers who defer to social media and other channels. Use this simple plan to create a brand awareness campaign on the Google Display Network.
Which retailer did the best job this year of writing solid PPC ad copy and customizing their sitelink extensions to present seasonal, relevant offers to searchers? We break down three PPC ads searchers found when searching for [buy flowers online].
Change can by terrifying. But great testing results can sometimes be a result of a series of bad or "failed" tests. Embrace test failures as a necessary part of the process. Only then will you have the courage to try, try again, and succeed.
A walk-through of the steps that form a simple social engagement plan – listening, engaging, measuring, and learning. You’ll want to think of this plan as being continuous or cyclical, so you can repeat it once you’re done with the fourth step.
Ever heard the saying “you can’t please everyone”? Turns out, you actually can – at least when it comes to your landing pages. Want to appeal to different buying modalities? Here's how to understand what they're looking for and give it to them.
When it comes to AdWords Quality Score, everyone knows from best practices that increasing this magic number is beneficial for rankings and can lead to significant saving. But how much savings would that be? And is it worth your time investment?
Developing a good hypothesis should always be informed by some degree of knowledge, irrespective of any certainty around what the outcome may be. Here is how you can create a hypothesis for your ad copy test and components to quickly improve it.
Everyone wants more clicks, more conversions, better ROI, lower CPA, and phenomenal results for pennies. But be cautious when choosing a metric. Always keep your business goals in mind and translate them into a PPC metric that makes sense to you.
With a list of (almost) endless elements and combinations to test, how do you actually test them? Do you make one change at a time or do you test as many as you can? To simplify your choice, here's a look at what A/B and multivariate tests entail.
User reviews are an incredibly powerful tool to use to your advantage, but collecting them simply isn’t enough. If you’re looking to lift the conversion rates on your product pages, try out some of these eight new formats in your reviews.
Getting shoppers to checkout is the most crucial aspect of any transactional website, especially during the holiday season. Paying attention to these details can help you build a reputable and sustainable business – and make a lot of money.
Most shoppers have developed expectations in terms of ease of usability and availability of features, so you’ll need to create an exceptional experience for them each and every time. These 10 tips and features will help you increase conversions.
As more people use their mobile devices and tablets to search for your products and services, you can and should cater to that. Use these tips to deliver a relevant and high-converting experience that matches the context and device of the searcher.
When it comes to retargeting, most marketers instantly think of search retargeting. But highly effective marketers explore other types of retargeting. Here are six different types of retargeting to acquire and engage a potential audience.
Got five minutes to spare? Learn how you can quickly and effecitely audit your PPC account against these five metrics to get a good idea of where and why your performance might be suffering, or even just to find areas for improvement.
With positive vibes and a boatload of testing and optimization tips and tricks, nothing should stop you from starting a test today. Check out these PPC ad copy experiments that demonstrate best practice and will also yield great results.
For average Facebook users, most ads are simply invisible. To make your ads stand out, you need to turn them into what Seth Godin refers to as a purple cow. These three simple but effective tips will turn your Facebook ads into purple cows.
They say mediocrity comes from the perfect implementation of traditional wisdom. So when you’ve tried every single ad optimization tip and trick you know, it might be time to push the limits of your advertising guidelines to stand out.
How using clear, easy to understand language, as well as vivid, emotional language, plus focusing on the intent behind your keywords, having a clear call to action, and not going overboard with abbreviations can turn your PPC ads into big winners.