You loved your website when it launched. It was simple and clean. But now, you’re feeling the itch of “web envy”. You visit other companies sites (maybe competitors) and wish yours had that wow factor. Suddenly your downtown loft with high ceilings feels more like a tiny studio apartment. But just like we learned as…
You know you’re an old school PPC’er when your go-to best practice PPC technique is to extrapolate every possible keyword variation into its own ad group and mirror each ad group into a different campaign segment by each hour in the day. Alright, that’s a bit of an extreme example, but I am guilty of…
You visit a website, get distracted and leave the site, only to see the exact same product the following day while catching up on your Facebook news feed. Ahh, yes. The power of Retargeting. It’s one of the most effective advertising methods. With more than 1.94 billion active users on Facebook, what better platform to…
Formerly known as Product Listing Ads, Google’s Shopping Campaigns can be extremely lucrative for eCommerce stores when they’re set up properly. These ads are served to users based on specific products they’re looking for and how well your products match the searcher’s keywords. While these can be very effective for driving conversions, the ads work…
When placing PPC ads, there are dozens of metrics to monitor and fluctuations to look for. One of the metrics advertisers are often concerned about is traffic, or more specifically, maximizing the amount they’re getting on their website. But in order to get this traffic you need to pay for each click, and let’s face…
Any advertiser knows that getting visitors to your site is only half the battle. The real challenge is converting those visitors into paying customers, and the only way you’re going to have a notable amount of success in that endeavor is if you get a handle on how those visitors are behaving on your site.…
There’s something extra jarring about logging into Google Analytics and realizing that your organic traffic has plummeted; something more jarring than any other traffic source. Maybe it’s because all that organic traffic is hard-earned; the result of of months and even years worth of optimization, content writing and re-optimization all to go from completely off…
All advertisers are ultimately working towards the same goal with their campaigns: increasing sales. And even with plenty of resources available to help educate advertisers and marketers on best practices, there is still a major underlying problem. When a business’ profits start to decline, advertising budget is often scaled back or cut off for a…
Just when you think you’ve mastered keyword research and your PPC strategy, Google announces changes to the way exact match targeting works. Over the next few months, they’ll be expanding close variant keyword matching to ignore, add, and reorder searches. And this can have major implications on your AdWords account. If you’re not familiar with…
The path to conversions is never as straightforward as we’d hope. In an ideal advertising world, someone would search for a particular keyword, click your ad, and purchase your product or service. But unfortunately, it’s not so linear. More realistic conversions happen after multiple visits and after multiple keywords have been used to narrow down…