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  • click through rate

    In 2017, the average click-through rate (CTR) across AdWords is between 2% and 3%. Are you having trouble getting your ads to reach 2% CTR? You’re in luck, because today, I’m going to break down a few ways to increase click-through rate on your paid ads. When combined, these methods will help drive more users… Read More

    August 30, 2017

    Hello fellow advertisers! Today I will be going in-depth on a concept that I’ve talked about in a couple of my previous video blogs about the Display Network: lacing. Lacing is a form of targeting that allows you to tie multiple pieces of targeting criteria together within the same ad group. Since the Display Network… Read More

    August 25, 2017
    Avoid Awkward Situations: get up-to-speed on changes to AdWords display network options

    Like all new media, Internet advertising has evolved considerably since its inception. Gone are the days of pop-ups crashing your web browser, or misleading hyperlinks. And thank goodness! Hard to imagine using that version of the Internet now. But as digital marketing has gone mainstream, a new set of problems has emerged; in particular, there… Read More

    August 22, 2017
    Building trust helps client acquisition & retention

    For marketing professionals in virtually every industry, who are betting a percentage of their marketing budget on the tangible reach of PPC & display campaigns, being skeptical of SEM services isn’t completely irrational if: They’ve worked with an unethical marketing company in the past, and walked away with nothing to show for it (and criticism… Read More

    August 14, 2017
    sales and discounts? use promotion extensions

    Today, I’m excited to discuss a new type of Google AdWords ad extension, currently in beta, called “promotion extensions.” A well-timed discount or store-wide sale can be extremely effective when you need to stimulate revenue and get customers excited about shopping. The downside? All the additional work necessary to keep promotions up to date across… Read More

    August 8, 2017

    If you’re an online advertiser, the odds are good that the product or service you promote has a price tag on it somewhere. That also means the odds are good that you’ve developed a healthy pessimism towards the capricious bargain-hunters who will blithely charge up dozens of paid clicks ad nauseam in the course of… Read More

    August 1, 2017
    brand name keywords

    One of the most common questions I get from clients is this: “Why should I pay money to bid on brand name keywords when we’re already on top of the organic search results?” You may be asking this question, thinking that bidding on brand name keywords seems like a waste of money, but after considering… Read More

    July 28, 2017
    Landing Page

    Congratulations: you’ve dialed in your AdWords campaign. All of your keywords are neatly organized into their own ad groups, you’ve dotted your I’s and crossed your T’s, but you’re not receiving the results you would have liked. Don’t worry! All hope is not lost. There are a few key elements to every successful landing page…. Read More

    July 19, 2017

    Hello fellow advertisers! Today we will be doing an overview of all the forms of targeting you can possibly use on the Google AdWords Display Network. We’ll cover the following forms of targeting: keywords, topics, placements, affinity (and custom affinity) audiences, in-market audiences, and remarketing. I’ll also cover a highly recommended strategy called ‘lacing’ that helps you… Read More

    July 14, 2017

    You’re stuck and you know it. Sure, certain aspects of your life might be going quite well. New job, new office, new feeling of self-efficacy and the promising scent of upward mobility. But towards the end of your first product meeting, just after you could no longer restrain the urge to make a good impression… Read More

    July 12, 2017
    Customer lifetime value

    Customer lifetime value (CLTV) is an often overlooked metric but one of the most important predictive measurements that marketers should track. Paid search & display networks are competitive and, as a result, paid campaigns can be quite expensive. You might see a high cost-per-click or high cost-per-acquisition and think there’s not much room for profit but don’t… Read More

    July 10, 2017
    Your audience is out there but you've got to cast the right-sized net using custom affinity audiences!

    Custom affinity audience targeting on the Google Display Network (GDN) was released way back in October 2014, shortly after the rollout of affinity audience targeting. Facebook, Google and Amazon have been successfully using affinity audience targeting for some time with great success. Think of normal affinity audience targeting as very broad, television-style targeting. It’s the… Read More

    July 7, 2017