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How to Curate SEO Data, and the Data You Should Avoid

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Whether you’re in SEM, SEO, paid social, display, email marketing, etc., not all metrics are created equal, and bad data really is a thing. Being able to make sense of the noise is where you’ll provide the most value to your team and your client. Aggregate data: good, to a point Data in aggregate is […]

Three Use Cases that Show the Power of AdWords Segments

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As digital advertising continues to grow, we find ourselves with an ever-increasing number of ways that data can be sliced. Different slices or segments, as we find in AdWords, become powerful tools to understand what is truly influencing performance. For any marketer who is not currently utilizing these segments, I highly advise getting familiar with […]

Key Takeaways from Evolve with Google Analytics

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While the turnout was small at Evolve with Google Analytics, hosted this week at Boston’s World Trade Center, the content was incredible and led to great conversation within the intimate group of attendees. We were also fortunate enough to share the convention space with eMetrics and Predictive Analytics World, which provided a greater opportunity to […]

5 Ways to Immediately Improve CTR

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Is your Quality Score too high? Are you and your client satisfied with the amount of qualified traffic coming through? These are exactly the type of questions NO one should be asking – especially if your strategy is to help a business continue to grow. Here are 5 ways to quickly give your CTR a […]

The Top 12 Ways to Grow A Stale PPC Account

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It happens all too often that right at the end of the quarter, your client suddenly comes up with incremental budget that they expect you to spend in PPC while still maintaining your KPI goals. Or perhaps you have a client with an unlimited budget, but their campaigns are at 100% impression share with nowhere […]

4 Ways to Build Certainty for Persuasive Marketing

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Recently, we had the pleasure of welcoming Stanford Professor Zakary Tormala to our office in San Francisco for a Lunch and Learn event. Using experiments and surveys, Zak and his colleagues were able to gather the data to show that certainty and uncertainty can both be used effectively to build and maintain trust with a […]

Clicks, Customers, and Cashflow, Part Three: Profit

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(Part 3 of a 3-part series; read parts 1 and 2.) We’re passionate about profit. It may sound obvious, but your business exists to earn profit. Many AdWords managers obsess over clicks, CTR, Quality Score, Impression Share, Cost per Click, Ad Position, Cost per Acquisition, and so on. While these are “noble pursuits,” for my […]

To Master Conversion Optimization, Remember These Resources

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My partner, Richard Farr, came up with a framework for dividing our time, which I love. It’s to spend equal resources and energy on these four areas: earning, learning, health, and happiness. I’m going to let you find your own resources for earning, health and happiness, and focus this post on learning. Specifically, the best […]

How to bring keywords back from the right-rail grave

High Impression Queries

Today I want to share some tips that are a good way to push for extra volume, using the keywords you’re already bidding on.  Sounds easy, right?  Well, it is! Let me give you a good scenario for this push:  Let’s say your client (or your own personal  account, for that matter) has had really […]

Getting Started with Pivot Tables: Avoid the Easy Mistakes

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Pivot tables provide fast access to data that can dramatically shorten the amount of time that you spend analyzing anything from account structure to campaign performance. Unfortunately for those who are just getting started with them, they can create problems and frustrations just as easily as they can eliminate them. This blog post will help […]