After launching an AdWords campaign, the reaction most new advertisers will have is to immediately search their own ad. However, that is the last thing they should be doing. What they don’t realize is that doing so may lead to the campaign being negatively impacted and costing them money. In this blog post I will… Read More
What Exactly Is Website Accessibility? Accessibility is a familiar word to most people. We know a lot about accessibility in the physical space, whether it’s elevators, ramps, or handicapped parking spots, but what about accessibility in a virtual space? If you ask people what makes a website accessible, they probably won’t have much of an… Read More
Google Analytics is a powerful tool that every paid search manager should be using to measure the impact of their campaigns. Lately, I’ve been asked about the various attribution models in Google Analytics. In this blog post, we will be reviewing the default attribution models, breaking down the differences between each, and finally answering the… Read More
It’s no secret that obtaining a high-quality score can have several benefits. Most notability, advertisers will see lower CPCs and better ad position. This helps drive more traffic to your site at a lower cost. Assuming your conversion rates stay consistent this also means that you will see more conversions at a lower cost. A… Read More
When building a new AdWords campaign, it’s important to keep ad scheduling in mind. Ask yourself this simple question: When should I be running my ads? Most companies can’t afford to buy one-hundred percent of their Google Search Network traffic. Ad scheduling is a good way to focus spend on the times that are the… Read More
Many companies, looking to expand their digital marketing efforts, are turning to Facebook as it continues to convincingly assert its place as a major online advertising platform. And for good reason: B2C and B2B companies reap generous rewards from advertising on Facebook. Some advertisers don’t see value in Facebook because it does not drive “conventional”… Read More
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
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
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
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
When you think about SEO, you may not typically think of how human factors play a role; you likely think of the results. And rightly so; one of the most important ways to successfully increase the organic rank of your website is to pursue data driven-results: measurable, confirmable numbers that demonstrate ROI and justify your… Read More
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
