Using CPA bidding is like living with an unpredictable pet. He’s as likely to bite your guest’s hand, as be a saint.
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Kristina McLane
Are You Ready To Go Back To School?
I went to elementary school in the 90s. To me, going back to school meant trying to talk my mom into Lisa Frank notebooks. In 2015, it means revenue and ROAS.
Pay Attention To Agency “Red Flags”
Recently, we discussed "red flags" for agency relationships. Today, we're going to go over a few more areas of concern which may facilitate looking for a new PPC agency.
Welcome To Mobile App Installs 101
“Mobile app installs” is an AdWords campaign type with the goal of driving app downloads. Learn more about this rarely used campaign type.
Start RLSA On The Right Foot
Brand can be a signal of trust. RLSA takes advantage of the light bulb effect that is a side effect of brand familiarity.
Could Low Cost-Per-Clicks Be Killing Your Conversion Rates?
Recently, I ran into an interesting change. Interesting seems like a strange word to describe a change in performance, but, in this case, interesting was accurate
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The Monkey & The Cat: When To Ignore CTR
CTR may measure the relevance between the search query and ad copy, but it does not give insight into the relevance of the ad copy to landing page.
Reassess How Your Facebook Campaigns Are Structured
Facebook has made lots of changes over the last few years. If you haven't updated your account structure, it might be time to reassess.
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My Top 10 Favorite Paid Search Tools
I have compiled a list of my favorite paid search tools. Some have saved the day, others I use on a daily basis, and others are simply fun tools to use.
What History Tells Us About the Bing/Yahoo Agreement
Yahoo and Bing are the Sparta and Athens of the Greco-Persian War. It’s 480 BC. They're losing the war and have experienced costly defeats by the Persians.
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Bidding Strategies: A Pair of Case Studies
Bidding strategies are important to test. Looking at the typical behavior of the account should help choose the correct strategy to improve performance.
Year-Over-Year Performance is Rarely “Apples-to-Apples”
People love to talk year-over-year performance – both the good and the bad. The problem with year-over-year performance is that a lot can change in a year.
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