PPC (pay per click) is a key component of many online marketing campaigns. And while it can drive significant revenue, it’s also one of the most expensive ongoing costs in a campaign. Therefore, it’s key that you test your ads regularly, to make sure you aren’t letting any conversions slip through the cracks. Testing and […]
How to test (and perfect) nearly everything in PPC Read More »
Prime Day is now Amazon’s largest sales day of the year, growing more than 60 percent YoY and surpassing last year’s Black Friday and Cyber Monday, according to Amazon’s numbers. With so much shopping activity, many retailers now see ripple effects across different marketing channels stemming from Amazon’s big sales day, which was held on
Amazon Prime Day’s surprising effects on Google AdWords performance Read More »
Retargeting is a pretty big deal these days. In fact, AdRoll reports that over 80 percent of marketers ran retargeting ads last year. And really, that’s no surprise. As a business, there’s nothing quite so frustrating as a potential customer who comes to your site, pokes around a bit… and leaves. So, it’s natural that we would want to
How to bring your potential customers back with retargeting Read More »
With more data on purchase intent, consumers, advertising methods and the shift from big-box retailers to online stores, the apparel industry has seen a massive shift in its advertising structure over the past few years. More powerful marketing technology and a more competitive market have forced the industry through its most profound transformation since the
Extensions are important — super important, in fact. I’ve written about them before, and I’m sure I’ll write about them again. They make ads better, and people like them. They’re a part of Ad Rank. They get you more clicks. One extension in particular, price extensions, is approaching its one-year birthday. If you offer anything
Eight insider tips for exceptional price extensions Read More »
Google continues to expand its ad product for local service providers. This week, the company announced home service ads are available to more businesses in more cities. Painters, electricians and towing companies can now run ads through AdWords Express, joining locksmiths and plumbers, house cleaners and handymen. Google launched home service ads in 2015 with a pilot
Google home service ads come to the East Coast & open up to more service categories Read More »
When it comes to lead generation, quality is the name of the game. A paid media campaign may generate a record number of leads, but if they don’t turn into sales, the media spend has been a waste. Many marketers feel their hands are tied. Once the lead is generated, the typical nurture process is
Here’s a common scenario in the B2B marketing space: You’re a member of your B2B company’s marketing team. As part of that team, you’ve become accomplished in a variety of marketing channels, including email marketing, content marketing, organic search, trade shows and so forth. But your team hasn’t yet taken the company into the paid
5 common mistakes made by B2B paid search novices Read More »
If you’ve ever been frustrated at the amount of time you spend creating PPC reports, you’re not alone. Today, I’ll do my best to help you with a new AdWords script I just finished. The severity of the reporting problem became very clear to me at a conference I recently attended. Attendees were asked to leave sticky notes describing the
This script automates adding any AdWords data to a Google spreadsheet Read More »
There aren’t many people who can claim to have created an industry, but Danny Sullivan is one of them. When he first published “The Webmaster’s Guide to Search Engines” in 1996, he attracted an audience of online marketing pioneers who wanted to understand how search engines of the day — think Yahoo, AltaVista, Lycos and
Danny Sullivan reflects on 21 years covering the search industry Read More »
