As machine learning and automation gain more of a stronghold in digital marketing, we need a way to analyse all the data we obtain. Data science does this by turning theories into tangible evidence. One data science term you might come across is big data. It refers to large and complex data sets used to identify trends and patterns that can help businesses make better, more … [Read more...] about How Data Science Can Improve PPC Performance
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Discovery Campaigns As A Part Of Your Remarketing Funnel
Do you remember what you were doing one year ago? It was a simpler time - the Toronto Raptors were in the midst of an NBA championship run, activists were gearing up to storm Area 51, and a little diddy called “Old Town Road” was burning up the airwaves. You may also remember May 2019 for Google announcing the availability of “Discovery Campaigns”, which were subsequently … [Read more...] about Discovery Campaigns As A Part Of Your Remarketing Funnel
How To Double Relevant Google Shopping Volume in 5 Steps
Have you had trouble capturing enough targeted volume via Google Shopping to make it a meaningful revenue source? You have a limited number of characters to play with in your product feed titles, so when you do pick a keyword or two to feature, it will be at the expense of many others. Keyword stuffing your shopping feed certainly isn’t a viable option, but wouldn’t it be nice … [Read more...] about How To Double Relevant Google Shopping Volume in 5 Steps
PPC RSAs: Do They Live Up to The Hype?
Oh, hello! Thanks for stopping by to read this blog of mine. All the cool kids are doing it, right? Now, I’m going to dive into the performance of Responsive Search Ads (RSAs) and see if they live up to the expectations set for them when Google initially rolled this new ad type out back in early 2018. First, if you’re unfamiliar with RSAs I’d recommend checking out this blog … [Read more...] about PPC RSAs: Do They Live Up to The Hype?
6 Best Practices For Effective Landing Pages
If the current climate has affected your website traffic, positively or negatively, it may be time to focus on conversion rate optimization (CRO). When it comes to user experience, specifically on high-traffic landing pages, I generally focus on 6 best practices. I described these in even more depth in my latest webinar, Improve Your Website (and sales) Immediately with … [Read more...] about 6 Best Practices For Effective Landing Pages
How To Lower Your Amazon Marketing ACoS
With an influx of customers using the platform and a shift in purchasing habits, the Amazon advertising platform has been shaken up. Shipping times have been delayed up to a month or more on non-essential products, customers are prioritizing different verticals than normal, and with all these changes you might have noticed your ACoS beginning to increase above goal. I want to … [Read more...] about How To Lower Your Amazon Marketing ACoS
Google Local Campaigns How-To
Looking for a way to drive customers through the front door? Welcome to the world of Google Local campaigns. Designed to promote your businesses’ stores across Search, Maps, YouTube, and the Display Network, you simply add a few lines of text and let Google do the rest. This overview will include what requirements are needed before being able to run these campaigns and how … [Read more...] about Google Local Campaigns How-To
The Complete Amazon Plan: 7 Steps to Success
Succeeding on Amazon isn’t just about optimizing product listings or running low ACoS PPC campaigns. You need a complete process for research, launch, optimization and expansion. These 7 steps outline the full process for getting a brand off the ground on Amazon. Market ResearchProduct ResearchProduct OptimizationBrand StoreDiscoveryRefinementExpansion Step 1 - Market … [Read more...] about The Complete Amazon Plan: 7 Steps to Success
From Last Click To Position-Based: An Attribution Test
An Attribution Test “Whodunit” is more than just a popular detective narrative, it is an important question in PPC as well. Attribution seeks to answer that question. So, choosing the right model for your account is important. In this blog, we’ll cover a quick overview of Google’s attribution, what led us to consider testing a different attribution, what changes you can expect, … [Read more...] about From Last Click To Position-Based: An Attribution Test
Paving Our Way Towards Automated Bidding
Google has made it clear that automation is in our future and that it is better to learn how to utilize these tools now and learn how to use them in our accounts. I am going to describe how one of our accounts had tried automation several times before, but we never saw long-lasting results. Our team decided to brainstorm that we were moving towards a world where manual bidding … [Read more...] about Paving Our Way Towards Automated Bidding
Marketing On Amazon [Report] – My Top Takeaways
Innovell has recently released Marketing On Amazon, a 67-page report based on months of interviews and in-depth surveys. I've read the entire report and want to share my top takeaways with you. I've segmented my takeaways by roles: marketing technicians and marketing strategists. Before diving in, I'd like to mention that the first 100 marketers to get this report via … [Read more...] about Marketing On Amazon [Report] – My Top Takeaways
PPC & CRO Congruence: Why It Matters
If you are doing both PPC and CRO (and I recommend that you do!) making sure your strategies align with a congruence analysis is an important step of optimization. Take this example, a user clicks on your ad because it mentions a specific product they were searching for, and you take them to the homepage. They will be more likely to bounce from here because they don’t want to … [Read more...] about PPC & CRO Congruence: Why It Matters