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  1. Social Media ROI: 14 Formulas to Measure Social Media Benefits

    Map a social media strategic plan. GOAL: Grow Awareness, Reduce Ad Costs event-related online brand mentions (e.g.announcement, product release, etc. Advertising (ad impressions, clicks, traffic) GOAL: Grow Awareness, Reduce Ad Costs brand/product...

  2. How to Spot Bad Data Within Your PPC Campaigns & What to do About It

    Optimizing PPC campaigns with faulty data is like driving with an upside down map. For one client we noticed that our brand traffic started to degrade quickly but everything looked OK; average ad position was holding steady, impression share hadn’t...

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

    Notice how crystal clearly these factors map to Google’s business objectives. Improve overall ad position (Ad Rank = Max CPC x Quality Score). Next, I’ll typically sort by ad group and hover over the “Status Bubble” to uncover common keyword issues...

  4. Google Eye-Tracking Study Highlights Impact of Local/Places Results

    Anyway, the “Pizza Hut” SERP had a PPC ad on top, a map on the right, and the Pizza Hut corporate site in the top organic spot with six expanded sitelinks. You can see that the top 3 and the map got a little bit of lovin’, but if you’re in Chicago...