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  1. Facebook Mobile App Install Ads: Optimize Beyond Clicks to Drive Higher ROI

    In order to rise above the imminent increase in costs and competition, Facebook marketers will need to adapt their approach to optimize mobile ad investments beyond the click and instead align campaigns with their ultimate business objectives...

  2. Google AdWords Remarketing Lists For Search Ads (RLSA): The Ultimate Guide

    Understand when creating campaigns the primary relevance of the ad serving is due to keywords and searcher intent. Any remarketing list can be added to an ad group in a search campaign, bringing an audience dimension to campaigns because we can see...

  3. A Strategy Map for Google Display Network Success

    For example, don’t just run keyword (contextual) targeted campaigns. Superior ad specificity: When your targeting is precise, your ads can achieve a higher level of relevance. Easy reporting: Within GDN campaigns, you need monitor performance...

  4. Google Grants: An Introductory Search Advertising Guide for Nonprofits

    In terms of generally setting up and running your ads, you'll want to use typical best practices (e.g.doing keyword research around your focus areas, having tightly-themed campaigns, ad groups and ads to your keywords, writing copy with clear call...

  5. A Comprehensive Guide to Understanding Quality Score & Tactics for Improvement

    This is relatively quick and easy to do by duplicating campaigns in the AdWords Editor and adjusting ad group names and match types to reflect their new home. They can provide unbelievable keyword opportunities that can inspire totally new keywords...

  6. Dialing Into Success with Google AdWords Call Tracking

    Manually dialed call data is published as “Call Details” under your “Columns” editor and can be added to your campaigns and ad groups. Mobile click-to-call data is also published as a “Click Type” segmentation for mobile-targeted campaigns:

  7. Top 10 High Impact Google AdWords Innovations to Watch Now

    These campaigns don’t require keywords or text, but are directly linked to a Google Merchant Center account. The enhanced sitelinks look like four other ads attached to the primary mother ad. In limited release, Media Ads contain a video component...

  8. Improve Your Google Display Network Performance – Avoid These 5 Common Mistakes

    That being said, as I continue to get a peek into new AdWords accounts or through conversations with other advertisers or potential clients, I’ve come to realize that a lot of folks are making big mistakes in their GDN campaigns.

  9. 3 Hard Lessons to Learn From Penguin: Be Relevant, Be Balanced, Keep it Real

    If you want prime real estate there, you’re either going to have to dish out some exceptionally relevant content or buy your spot through ad campaigns. Also, mix\ up your content types as the SERP is becoming increasingly crammed with video results...