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  1. The Evolution of Audience Targeting: 3 Opportunities for Marketers

    For example, consumer activity captured online enables an advertiser to retarget a shopper with an ad for the exact same TV that person had in his or her shopping cart but didn’t purchase. Challenges arise in tracking consumers into the offline...

  2. 5 Changes You Need to Make for Google Shopping in the Next 2 Months

    Remember Shopping Campaigns break out each subsequent ad group from the All Products ad group, or your entire inventory file. Retailers who want to create ad groups for products outside of Google's default labels (Brand, Category, etc.can assign...

  3. 5 SEM Spying Strategies You Can Use Today to Generate More Profit

    I recommend ad testing as one of the first things you should optimize and crowdsourcing your competitors ads is a great place to start. Ad Creative and effectiveness. Continuity between the keyword searched and the ad, also the ad to the landing page.

  4. 4 Reasons You Should Start Obsessing About AdWords Quality Score

    In the preceding figure, you can see that ad positioning is determined by Ad Rank. CPC is calculated using the formula of [Ad Rank of the ad below yours / Quality Score + $0.01]. However, our research shows that your quality score is impacted...

  5. Conquering Content Marketing, Step 2: The Content (and Plot) Develops

    Over the next few weeks, Lisa supervised the shoot, negotiated ad buys on the sites Don told her to advertise on, and she even got Don's billboard produced, despite many heated arguments about why his concept was so misguided.

  6. 2 Essential Pivot Table Skills for Marketers: Summarizing Data and Calculated Fields

    We have two keywords in our ad group; a branded term and a generic term. This can happen when calculating CPA (ad spend/conversions), for instance, if you had no conversions (0). We'll break down sorting and filtering in the next part of this...

  7. Christening a New Marketing Holiday for B2B PPC: Golden Opportunity Month

    Don't ever leave your ad writing fundamentals behind, but January can be the perfect time to make your B2B PPC ads bigger than life. Seasonality can really make or break your campaign performance. Ecommerce advertisers traditionally get to have all...