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Category: SEM

adwords in scrabble pieces

Replacing AdWords Editor HTML Export Functionality

Updated August, 2016, to reflect changes in AdWords Editor and added support for the expanded text ad format. In the Summer of 2015, Google removed the HTML export feature from AdWords Editor. We made heavy use of this functionality in order to share new campaigns with clients for approval. To replace it, I created a Google

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How Consumers View Retail Price Image: Implications for Digital Marketing

Price-conscious shoppers are a popular target for marketers, but there’s a lot beyond deals and coupons that influence consumer perception of a business’s pricing. Using these more subtle factors can be a valuable tool for crafting effective marketing copy. Consider this: you are planning a party, but now isn’t the best time to be spending

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AdWords View-Through and Analytics Assisted Conversions

View-Through Conversions“Appearing only for the Display Network, View-Through Conversions happen when a customer views your image or rich media ad before converting, but never actually clicks on the ad. If these customers later convert, this metric counts their conversions as “View-Through Conversions.” This conversion type automatically excludes conversions from people who’ve also clicked your Search

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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

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Paid Search for Brand Keywords: To Bid or Not To Bid?

We’ve long held the belief that bidding on your brand terms in paid search advertising is inadvisable for most advertisers. In order to make your marketing dollars work hardest, we reason, why pay for users who are already aware of your business? Instead, use paid search advertising to attract new prospects who were searching for

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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

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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,

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5 Google AdWords Default Settings That Suck

Most of my friends know I’ve been involved in search marketing for a long time, so I’m often asked to look over Google AdWords campaigns to see why they aren’t performing well. People even pay me to do this. The very first thing I do when I look over an account is to check for

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