6 critical tips for keyword evaluation


Building out and expanding your keywords is a lot of work; we can all agree on that. But you can’t exhale for too long without turning your focus on optimization: adjusting bids, match types, account structure, etc., based on how those keywords are performing. Evaluating keywords for optimization is no easy task, and often, it […]

The Dilemma of the Mature SEM Account


There comes a point in an SEM account when you feel like you’re in a great place, the performance is stable, and you feel like you’ve tested every campaign type and Google Beta out there.  You say to yourself, “Could it really be that there’s not much else to do here? Do I sit back […]

The Importance of Data Density & Account Changes


I often get asked by new employees and potential clients, “How often do you make bid changes?” My answer is, “There never has been, and there never will be, a schedule.” The reason? All account change frequency inherently depends on data density. First we must have sufficient volume of data on the whole, but more […]

Poor Man’s Guide to “Persona-lized” Testing


Your site’s visitors don’t all think, behave, and most importantly, convert, the same. Different segments of visitors respond better to different triggers. So if you’re lumping all of your visitors together in your A/B tests, you’re getting the average conversion results. But averages lie. Even if you don’t have the budget for personalization testing software, […]

QA: What is it, and why do we do it?


One of the most important parts of our jobs as SEMs is a little thing we call QA, or Quality Assurance. It’s so important, yet it’s so often brushed off or done half-heartedly because I don’t think it’s something that any of us would classify as fun. But it’s something I’m going to talk about […]

Credit Cards: the Key to Larger Digital Marketing Margins


I’m a tremendous fan of paid digital marketing. I’m talking about channels like pay per click (PPC), display advertising, retargeting, paid social media, and others. In these times of fierce competition, I wanted to share tips that will give you a margin advantage vs. your competitors and help you get the most from your ad […]

Maximize PPC Advertising for Your Small Business


Pay-per-click campaigns can get expensive. Many small businesses spend thousands of dollars a month on competitive niches just to stay ahead of the big guys. Much of the budget spent on PPC and email marketing can be significantly cut down by following a few simple tips on how to target a smaller niche and track […]

Why Aren’t My ACE Tests Rotating Evenly?!


A/B testing is the backbone of any long-term SEM strategy, and ACE testing is a valuable tool for determining whether changes drive awesome improvements or sad declines in performance. However, it can be frustrating when you see ad rotations like this: Clearly, the impression volume for test #1 is much higher, leading to more clicks […]

3 Ways to Stay under Your Monthly Budget


Coming up on budget toward the end of the month? I’m going to give you three ways to stay under – one an absolute quick-fix solution and two tried-and-true methods that you should be performing regardless of spend projections. Reduce campaign budgets This simple exercise is a good way to ensure you come in under […]

Thriving after Maternity Leave: 4 Moms Dish Advice for Agencies and Parents


Agency life is demanding. Newborns are demanding. Re-entry into any kind of workplace after a break has all kinds of challenges. So what are the keys to success – at both job and motherhood – when you come back to an agency after maternity leave? We asked four new moms at 3Q Digital – all […]