Marketing pipeline. Sales cycle. Sales funnel. They all mean the same thing. It’s a multi-step campaign to help you acquire new leads and encourage them to take a desired action. However, a conversion can still occur without making a purchase. Downloading an eBook or content offer is also a conversion. Whether your goal is to…
To further drive their mobile-first approach, Google announced in November 2016 that they’d be testing a new mobile-only index. Previously, the search engine has used an index which crawls desktop and mobile websites. If you see a noticeable fluctuation in your site traffic (up or down) around November 10, 2016, now you know why! Google’s…
You could hear me screaming from down the hall, “What do you mean you don’t know if you should be on Google? Everyone is on Google.” It was 2006 and believe it or not, advertisers were either believers or they weren’t. Since then almost everyone has been a believer at some point or another. It…
Like many digital agencies who have stood the test of time, we too have noticed a GIANT shift in user behavior. Back when we first started out, user behavior was very linear and predictable. Whichever way your prospects found you was likely the same way they would convert and buy. Much has changed in 10…
Just yesterday, I was looking into an account for an advertiser. He had it audited by a few marketing firms and one told him that he had a massive Lost Impression Share (due to insufficient budget) in his Shopping Campaign and that he ALSO had a very low conversion cost there.This meant Google was telling…
In Q3 of 2016, competition is fierce and advertisers are having to roll out all the stops in order to surge ahead on the playing field. For most paid search advertisers increasing conversion rates and lowering cost per conversion are the top priorities. Many advertisers are focused on how to get more clicks but overlook…
Adwords is certainly NOT the emerging search engine ad platform it once was, offering endless opportunities for growth and profit. In fact, it’s quite the opposite. Google has become so good at cinching out advertiser’s profits by steepening competition and by forcing advertisers into programs like Shopping which are more difficult to manage.
I can’t help but feel that almost every PPC advertiser manages their paid search based on instinct more than logic. This is problematic for two reasons: 1. Instinct can be highly derived from a “survival mode” or “stop the bleeding” mentality, and 2. A natural instinct of humans is to take the reasons from what…
Just like with any new business venture, it’s advised you get dirty with a business plan so that you can be super familiar with the costs associated running that business. You’d be surprised how many established businesses still don’t really have a grasp on cost and what their target CPAs for various products should be.…
After troubleshooting paid search accounts for so many years, you learn a thing or two about cart abandonment. Conversion Rate Optimization (CRO) people spend a lot of time sifting through analytics and heatmaps, but they won’t get to what’s happening in the checkout process unless they investigate for shopping cart abandonment. A strategy for optimizing…