Today I’m going to show you how to calculate the Non-Converting Cost % (NCC). NCC is an intuitive way to understand the relation between your spend and conversions. Using this metric as a benchmark reveals new insights on the relation...
Continue Reading Non-Converting Cost %: Illuminating Trends in Your Account
We’ve all seen our AdWords budgets seemingly ignored by the AdWords system. If you are on a strict budget and trying to stretch it evenly across the month, this can drastically hamper you pacing plans. Why does this happen though?
Continue Reading Overspend and You: Why Your AdWords Spend Goes Over Budget
With all the optimization work that goes into PPC, sometimes we lose sight of the actual ad copy. Even though it is the only thing the searcher sees, ad copy often stagnates as the ad testing plan winds down and...
A few weeks ago we covered INDEX MATCH as a replacement for VLOOKUP in excel. We only scratched the surface though. There are many more uses for INDEX, MATCH and VLOOKUP, using them together can even help you in a...
Continue Reading Two Simple Tricks To Enhance your Excel Lookups
As the PPC competition increases over time we should all be looking for new opportunities.Twitter and LinkedIn have both enhanced their services by adding PPC components. The opportunity is there but how to you explain this to a client or...
Continue Reading How to Pitch LinkedIn and Twitter Advertising
Google Shopping is the next generation of PLAs. Offering a more retail centric advertising model, advertisers can easily segment their product feeds by categories and labels. This is all well and good but what do you do when performance is...
Some of the biggest impacts you will make in your accounts come through ad testing. Not only will you see major gains when you find the right ad, ad testing relatively easy to execute. All you have to do is...
Continue Reading The Three Top Level Metrics that Matter in Ad Testing
The AdWords Query Langauge (AWQL) is an extremely useful extension to AdWords scripts. While scripts allow you to access the entities in an account, AWQL adds the ability to access the AdWords API reports. All the data in the dimensions...
Earlier this week Google introduced the new opportunities tab. The old opportunities tab offered suggestions on keywords, bids, and budgets. All the things that you might not know are limiting you. Based on the performance of your account the system...
Continue Reading Find Quick Wins With AdWords’ New Opportunities Tab
We’ve talked about making changes to your account with scripts, but what about just pulling data? AdWords Query Language (AWQL) adds this ability to quickly pull data and export it. In fact that is what is was made for! AWQL...
Earlier this morning, Google announced a new campaign type. The bad news is it is nothing radically different nor does it take advantage of any special NSA algorithms for super specific targeting. The new campaign is more of a revision...
Continue Reading How Google’s New Campaign Type Expands Your Market Reach
Heat maps are a great tool for data exploration and analysis. A good heat map effectively utilizes a color scale to impart information on how a range of values compare to one another. Rather than having a large table packed...
Continue Reading Find New Opportunties and Lower Your CPA with a Simple Heat Map
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