Competitor analyses are an important piece of the conversion rate optimization puzzle. Understanding your competitor’s entire user journey can add a deeper understanding of your own site’s strengths and weaknesses, and just like your own site you should take into account the complete pre-click to post-click user journey. So how do you find your competitor’s ads? Doing a simple … [Read more...] about Competitor Analysis & CRO with SEMrush
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[Hero Academy Video] How to Turn Ad Copy Brainstorming Into a Science
Writing ad copy isn’t the most thrilling thing to do. While almost any ad copy you write will be ok and do ok, that’s not what you want to settle for. Great ad copy will not only help you stand out amongst your competitors, but will get you the performance you’re looking for out of your paid search campaigns. In this new, short video on Hero Academy, the Senior Manager … [Read more...] about [Hero Academy Video] How to Turn Ad Copy Brainstorming Into a Science
Close Variants Diluting Match Types – What You Should Know
The timing of this post is by no means “hot off the press”, but for those that missed the update, here it is. At the end of July, Google announced that in the coming weeks they’ll begin rolling out close variants for phrase match and broad match modified. This is right in line with last year’s update that caused some unrest in the Search marketing world – when Google made … [Read more...] about Close Variants Diluting Match Types – What You Should Know
3 Killer Strategies for Custom Affinity Audience Campaigns
Below we dig into 3 killer strategies for using custom affinity audience targeting, performance results and key lessons learned from managing custom affinity targeting. Affinity audience targeting is not new. Facebook, Google, and Amazon have been using them for some time and have seen huge success. Affinity Audiences are TV-style audiences that are designed to help connect … [Read more...] about 3 Killer Strategies for Custom Affinity Audience Campaigns
Conversion Rate Optimization 101: Maximizing The Post-Click Experience
What is Conversion Rate Optimization (CRO)? CRO is a repetitive cycle designed to continually improve user experience & site performance by translating website data into human behavior and adjusting the website based on those human behaviors to increase conversions. If you’re new to digital advertising, “conversions” are the action(s) you want your site visitors … [Read more...] about Conversion Rate Optimization 101: Maximizing The Post-Click Experience
Actionable PPC Tips for Personal Injury Law
Why won’t sharks attack lawyers? A professional courtesy. Ha! I’m just kidding. All the lawyers I know are wonderful people with big hearts, however, that doesn’t change the fact that they operate within a brutal vertical like personal injury law. For reference, personal injury law is a hyper-competitive space in all channels. In PPC, you’ll regularly see average CPCs of … [Read more...] about Actionable PPC Tips for Personal Injury Law
#Ham4PPC: A Tribute to Digital Marketing
Like anything, mastering the fundamentals of pay-per-click account management requires both practice and perseverance. Lin-Manuel Miranda did not write Hamilton in a day, or even a year. In fact, more than a decade after Miranda first picked up the biography by Ron Chernow and years after its Broadway opening, the Hamilton story continues through Hamildrops, six professional … [Read more...] about #Ham4PPC: A Tribute to Digital Marketing
ALSA Strategy: A New Way to Think About Old Strategies
Often times our task as digital marketers is to bring awareness to a new product or service our client has to offer. Questions then arise, like how should we build awareness or how can we capture existing searches? If the new product or service is already in the market with competitors, you might be in luck and have some keyword Search volume to attack. In many cases though, … [Read more...] about ALSA Strategy: A New Way to Think About Old Strategies
New Client New Industry? Where to Begin
Agencies gain and lose clients all the time. Churn is a natural part of the business and as volatile as the weather. So you just received a new client in an industry that you are unfamiliar with. Where do you begin? How do you prepare for those initial conversations? How do you begin to sound like a subject matter expert? This blog post will provide initial strategies and … [Read more...] about New Client New Industry? Where to Begin
What Is A Good Click Through Rate (CTR)?
What is a good click-through rate? It’s the age-old question asked by PPC managers and clients alike. Though we can agree that higher is better, much debate remains as to what constitutes a good vs. subpar account CTR. Below, I’ll give a definitive answer, though I acknowledge that many factors are at play. Additionally, I’ll be answering this question only regarding Google … [Read more...] about What Is A Good Click Through Rate (CTR)?
4 Steps To Saving Money & Lowering ACoS on Amazon Advertising
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
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
