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

Hello again advertisers! Today we’re going to examine the repercussions of “price shoppers” and other sponsored search behaviors that account for a “click-bounce-return” pattern – and what the advertiser can do about it. If you’re an online advertiser, the odds are good that the product or service you promote has a price tag on it… Read More

August 1, 2017
Bidding On 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
High converting 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 (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

Hello Fellow Advertisers! Today I will be discussing Customer Match in Google AdWords. I’ve been getting questions lately about how to use lists of e-mails effectively, so this video blog should help give you a better understand of how to implement these on the AdWords platform. I’ll cover the basics of what types of campaigns you… Read More

June 9, 2017
Napoleon Crossing the Alps - public domain.

If you’re like me, you’re far more comfortable optimizing a Google AdWords Search Network campaign than you are a with Display Network campaign. After all, the Search Network is methodically built on known rules – where the clicks that a campaign accrues can reliably be attributed to someone who had genuine interest in what your… Read More

June 1, 2017

The debate between Standard and Accelerated delivery is one of the most contentiously argued – if also least understood – in the AdWords community. Google’s own best practices guide will tell you that Standard delivery ensures the best opportunity for your ads to achieve meaningful clicks, while other Google partner agencies have gotten behind a hybrid… Read More

May 30, 2017