The SEM world has been set aflame by some of the recent changes seen on Google’s Search Engine Results Page. First observed by Dr. Pete over at SEOmoz and later elaborated on at length by Larry Kim over at Wordstream, the main takeaway for all of you intrepid PPC Account Managers out there is this: On many searches, Google has been showing only seven organic search listings … [Read more...] about Two Tips to Make the Most of Google’s Latest Results Page Change
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9 Common Issues with Data That Make Your Ad Testing Worthless
At a recent meeting between Google and one of my clients, we were presented with a staggering statistic: conversion rate increased as our average position increased in the account. Based on this data we had a simple course to chart to climb all the way to the top of the entire Internet: bid higher. When in doubt, just keep bidding. It'll make all the difference in your ad … [Read more...] about 9 Common Issues with Data That Make Your Ad Testing Worthless
Your Messaging Should Be as Targeted as Your Ad
Facebook offers what is arguably the most targetable advertising platform that has ever existed. The ability to slice and dice demographics, sociographics, interests, and indicated psychographics is truly impressive. But a highly targeted ad will never benefit from that targeting unless the message is as targeted as the ad itself. In other words, the point of targeting is to … [Read more...] about Your Messaging Should Be as Targeted as Your Ad
Leveraging Analytics Goals & Reporting Features To Improve Conversion Rates
Making the right moves can be difficult without the data. Perhaps this is why we thrive off intuitive interfaces and data-packed spreadsheets on a daily basis. When it comes to conversion rate optimization, however, this requires specialized tools and reporting features beyond what AdWords alone can offer. Fortunately, Google Analytics offers up several powerful measurement and … [Read more...] about Leveraging Analytics Goals & Reporting Features To Improve Conversion Rates
How To Set-Up Analytics Funnels & Use Them For Conversion Rate Optimization
If you have more than one page in your check-out process, then you should be tracking user behavior through that process. Having data showing what people are doing in your check-out process can assist you in identifying where to focus your conversion rate optimization efforts. To demonstrate my point, I'll be using a real life client example. The names have been changed to … [Read more...] about How To Set-Up Analytics Funnels & Use Them For Conversion Rate Optimization
Engaged CRO: A 5-Step Plan for Full Client Support
I’m of the opinion that it is not hard to convince your client of anything, if it’s forwarded with: “this will get you more leads/make you more revenue.” However, as soon as the word “test” gets thrown in the mix, even when goals are on target, things have been known to screech to a halt. So if the client is happy with performance and you’re hitting goals, how do you convince … [Read more...] about Engaged CRO: A 5-Step Plan for Full Client Support
Converting Facebook Leads into Sales
Last year my friend and mentor, Bryan Eisenberg, exposed the biggest lie of pay-per-click marketing: “Keywords don’t fail to convert!!! It’s we who fail to convert visitors from those keywords.” Bryan’s point is that as long as: the keyword phrase is relevant to your business, and the keyword-based ads are relevant enough to your prospects to cause them to click on the … [Read more...] about Converting Facebook Leads into Sales
Using AdWords’ Recent Remarketing Changes To Improve Your Account
Last week Google made a couple of very important changes to their current remarketing set up. The first was enabling you to manage your remarketing lists within Analytics, which will mean you can start to develop really honed ads and offers to entice your users back. The other, is that you can now place a remarketing code for your entire site, rather than placing specific codes … [Read more...] about Using AdWords’ Recent Remarketing Changes To Improve Your Account
How To Make Great Remarketing Image Ads In Three Steps
Let me start this off by saying that I don't have a background in design. I took a handful of journalism and art classes, but that's it. That's not what I'm talking about when I mean "great", however. I'm talking about making effective image ads for remarketing. Ones that will gain attention from your remarketing audience and therefore, clicks. Step 1. Look at the site you're … [Read more...] about How To Make Great Remarketing Image Ads In Three Steps
Maximize Efficiency With Dayparting in Small Accounts
Working in PPC is all about making the most of what you have. Whether it’s maximizing clicks on a budget, meeting (and surpassing) your Cost per Conversion goals, or just massaging your keyword bids to find the optimal position for your ads, efficiency is what it’s all about. This is doubly so for a small account, where every last cent matters. Sure, the stakes may be lower … [Read more...] about Maximize Efficiency With Dayparting in Small Accounts
Introduction to China’s Largest Search Engine: Baidu
Why Consider Using Baidu? Baidu is by far the most-used search engine in China and is ranked #5 in the world for traffic according to Alexa. Baidu states that over 90% of China’s Internet users use Baidu search and that there are hundreds of millions of searches performed each day. Research firm iResearch reports that Baidu has 78% of the search market in China, while Google … [Read more...] about Introduction to China’s Largest Search Engine: Baidu
Create & Manage Your Remarketing Lists via Google Analytics
Google Analytics has always provided a variety of tools to help you better understand your website visitors and improve their experience. Perhaps one of the most popular features they have to offer is remarketing. Remarketing is a powerful tool that can be used to expand your reach and influence users to return to your website. Up until recently, two separate tags were … [Read more...] about Create & Manage Your Remarketing Lists via Google Analytics
