There is an old saying: the only constant in life is change! Word on the street and from Google is they’ll stop supporting last click attribution sometime this year. This means advertisers will have to opt into one of several other attribution models available in Google. In this article, I’ll provide some general commentary on […]
Are you ready for the attribution changes coming to Google AdWords? Read More »
Exact Match is widely accepted as the Cadillac of match types in paid search, and for good reason. Queries that exactly match the keyword triggering a paid search ad have the highest conversion rate of any query-to-keyword relationship. When used, a brand can rest assured the searcher is searching for the exact term targeted. However, while
After exact, what’s the next best match type? Read More »
A strong understanding of the economics of any business unit is absolutely critical to any digital marketing campaign managed against non-brand key performance indicators (KPIs) in a search engine marketing (SEM) campaign. One would think any reasonably large and successful business would have a good handle on their unit economics, and that this knowledge will
The foundation of a good SEM campaign Read More »
One of the joys of digital marketing is the ability to quickly see the results of an implemented strategy. With a lot of real-time data and the ability to accurately attribute success back to effort, it is instant gratification at its finest. But often after continued success, marketers face the dreaded performance plateau. Here are
3 ways to revitalize your digital marketing program Read More »
The label functionality in AdWords can sometimes be a bit bewildering, and manually having to label a lot of ads or keywords is a task we wouldn’t wish on anyone. We’ve all been there: You make a bid adjustment, label some keywords in an ad group to reflect this change, and then when looking at
How to sync your keywords and ad labels with an AdWords Script Read More »
Budgeting is one of the most important components of pay-per-click (PPC) account management. They are a direct reflection of a campaign’s priorities and are the bridge that ties strategy and tactical execution together. Without well-thought-out budgets, a PPC program can never reach its full potential. This article discusses how to think through the budgeting process
Invest in a killer PPC campaign by using these smart budget strategies Read More »
I’ve been doing pay-per-click (PPC) since 1998, when virtually every setting was manual. While it was painful to manage everything by hand, it forced me to learn the ins and outs of PPC, and that helped me build a successful career. Today, with automation playing an ever-more-important role in PPC, new account managers don’t have
How to build a stronger, more effective PPC team Read More »
Quality score is a complex metric because it is a basic but fundamental component of ad rank. Optimizing for quality score is a best practice, except when it isn’t. A high quality score is a sign of account health, except when it isn’t. Like any other paid search “best practice,” it is only a best
Optimizing for quality score is a best practice, except when it’s not. Here’s why. Read More »
If you’ve visited any local pharmacy recently, you have a pretty good idea of what holiday is coming up. Yup, that one with the hearts, chocolates, flowers and teddy bears. It’s not Christmas or New Year’s, but Valentine’s Day is a huge opportunity for all businesses, not just flower delivery and giant teddy bear manufacturers.
6 AdWords strategies businesses can use to make love, not war on Valentine’s Day Read More »
Do you want to improve your paid search campaigns? There are a lot of paid search metrics, but one of the most useful and most underused is return on ad spend (ROAS). One of the main points behind online advertising is to drive sales for your business. This is particularly true when it comes to
What the ROAS? A practical guide to improving return on ad spend Read More »
