AdWords Shopping Ads – Setting Bids by Product Price

Google recently released a major update to product advertising on their AdWords platform. With the update came a new name, Shopping campaigns, replacing their previously-named Product Listing Ads (PLA) campaigns. Shopping campaigns generate keywords and ads from a product data feed provided by the advertiser, and are an incredibly effective way to market products online. One […]

Engagement as a Proxy for Conversion Rate

Can engagement metrics be used as a proxy for conversion rate when optimizing advertising campaigns? When we manage advertising campaigns, whether they be in Google AdWords, Facebook or elsewhere, we strive to drive a many leads or sales as possible. Doing this usually includes setting bids or budgets based on an expected conversion rate. For […]

The Mind of the Searcher

I was recently working with a client and struggling with a profoundly low conversion rate coming from search ads. The keywords we were buying were on target, the ads were performing well, and the landing pages appeared well designed. Then I tried to put myself inside the mind of the searcher. When I did that, […]

Link Building Checklist for Local Businesses

According to people who know more than I do, link building is the most important thing you can do to improve your search engine ranking, apart from avoiding stupid mistakes. Most link building advice falls into one of two categories: Quit your day job and try to become more like the person giving the advice, […]

Creating Effective Facebook Ads

Everything I Know Is Wrong As a long-time paid search advertiser, I’ve had to do as much unlearning as learning as I’ve gotten up to speed on Facebook advertising. In paid search, the key to success can be summed up in three words (to paraphrase the cliched real estate adage): relevancy, relevancy, relevancy This is […]

How Much Should I Pay Per Click?

A while back, I wrote about setting paid search bids based on ROI. Since then, we’ve been working on a number of CPC Facebook advertising campaigns and have found that the topic of bid setting continues to be important and challenging to online marketers. With this in mind, we recently created the CPA Bid Calculator. […]