How do I lower my average cost over sale (ACoS)? This is the question I hear most often when working on Amazon Advertising accounts for clients. It can be a challenging question to answer as there are often several factors going into the ACoS. However, in my time managing Amazon accounts I’ve come up with a simple 4-step Excel tool that lowers overall cost and helps decrease … [Read more...] about 4 Steps To Saving Money & Lowering ACoS on Amazon Advertising
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How I Lowered Brand CPA By 90% While Increasing Conversions
At this point, keyword targeting can seem a little antiquated and probably the most univocal part of account management. I tend to view keywords as more supplemental to a mixed bag of strategies, campaign types, audience targeting, and more. However, while they may seem straightforward on the surface, we must still remain vigilant as match type evolution can cause some … [Read more...] about How I Lowered Brand CPA By 90% While Increasing Conversions
Highlights From Google’s Keyword Planner Update
Whether you are building out your first campaigns for an account or making optimizations to one you have managed for years, the Google Keyword Planner is a great tool for every digital marketer to have in their back pocket. I have always found that when working on any Google Ads account, any tool that allows me to gain insight into the audience I am targeting is a great one. I … [Read more...] about Highlights From Google’s Keyword Planner Update
Critical Questions to Ask When Marketing Across Channels
When it comes to integrated marketing campaigns, there are about three brain-fulls of questions you need to be thinking about. How do you make sure you’re getting the right information? Are you measuring the right things? How should I be reporting the metrics that come from different channels? How does it all work together? If you and your agency (or agencies – you and your … [Read more...] about Critical Questions to Ask When Marketing Across Channels
3 Key Elements to Form Optimization
We all know that if you have lead gen forms, they are an important piece of the conversion rate optimization puzzle, but why does this piece often have a high impact on CRO? Forms are typically close to or tied to final conversion. Beyond this, they often play a role in guiding users through the conversion funnel. For example, a form to sign up for a blog would be … [Read more...] about 3 Key Elements to Form Optimization
Amazon DSP – Taking over the Programmatic World
To the B2C advertiser, advertising on Amazon seems like a no-brainer. High Intent users ready to buy, with 75% of shoppers expressing that they regularly use the channel to make online purchases. However, over the last couple of years, Amazon has been evolving its advertising solution to beyond their owned properties and have quietly created a powerful Demand Side Platform. … [Read more...] about Amazon DSP – Taking over the Programmatic World
The Top 25 Most Influential Experts of 2019
It's that time of year again! The time to release our newest edition of the Top 25 and honor some of the hardest workers in our tight-knit PPC community. There is a complex formula that goes into calculating what makes someone truly influential in our industry. You can read more about the methodology on how we arrived at the rankings below the infographic. The scores took into … [Read more...] about The Top 25 Most Influential Experts of 2019
“All I Want for Christmas is an Apple Editor”: Campaign Build and Bidding Tips for Apple Search Ads
Apple Search Ads is super useful. It’s unlike most app marketing platforms because of the level of control you can leverage with keyword targeting while maintaining ease of succinct messaging through screenshots and copy you apply on your app’s page. Conveniently, this is the only landing page and ad copy source that you will ever need, which is great because it’s the only … [Read more...] about “All I Want for Christmas is an Apple Editor”: Campaign Build and Bidding Tips for Apple Search Ads
Paid Search Basics for Events
Digital Advertising for events can be a tricky business, especially on the paid search side. Either the company you advertise for is running the event or attending the event which will dictate how you approach your strategy. You need to fill person quotas, need to drive traffic to the event page, and need to make sure your ads generate interest surrounding the event. This means … [Read more...] about Paid Search Basics for Events
Your First Google Ads Campaign: Everything You Should Know
Running your first ever Google Ads campaign? Well, it is a great idea to invest in Google Ads. In fact, I consider it an excellent choice because Google Ads can help your business grow. However, the process of formulating a Google Ads campaign has to be carried out immaculately so that it can produce profitable results. But you do not have to worry about anything. I am going … [Read more...] about Your First Google Ads Campaign: Everything You Should Know
Guide To Google Ads Performance Planner
On May 13, Google Ads announced a new tool in the UI called Performance Planner. The Performance Planner helps advertisers optimize campaigns by suggesting an "ideal plan" by "spreading spend in the most effective way among campaigns in the plan." Performance Planner is easy to use and certainly helpful, but it should be used with caution. What Does Performance Planner … [Read more...] about Guide To Google Ads Performance Planner
State of Paid Social Survey Closes Friday, May 17th
Friday is your last chance to lend your voice and help establish benchmarks and trends for the paid social advertising industry. Early reporting shows that Quora and Instagram are the favorites as the Rising Stars in social platforms, with Quora inching ahead by barely 1% of the submissions. Other questions you'll find in the Survey include what what social platforms you or … [Read more...] about State of Paid Social Survey Closes Friday, May 17th