Defining an Analytics and Optimization Plan
Analytics is the process of using historic data as the basis of any new decisions. Online advertisers now have an increasing amount of tools bringing ever-improving reporting functionality. The number...
View ArticleKeyword Expansion
Keyword expansion is a generalized term for increasing the keyword count for a search ad campaign. There are many tools for generating keyword expansion recommendations including Adwords, Adcenter, and...
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Mind the Gaps, Maintain Parity: An Introduction to Publisher and Match Type...
In a post late last year, we briefly explored the importance of match type parity—expanding broad match keywords to phrase and exact match—to not only improve keyword efficiency, but lower CPCs. Today,...
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Introducing the BoostCTR Account Performance Grader – Optimize Your Campaigns...
For many search marketers, identifying opportunities for optimization within paid search campaigns is challenging. Monitoring and maintaining top performing ad groups, keywords, and ads is a standard...
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Manage by Exception: Why Search Marketers Need Automated Alerts
Imagine a world where firefighters wander the streets, putting out 2-alarm blazes as they happen to come across them. Thankfully, Francis Upton introduced the world to the first electronic fire alarm...
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Four Strategies for Maximizing PLA Revenue
In June 2013, Google successfully completed their global transition of shopping results to the “pay-to-play” commercial model built on Product Listing Ads (PLA). In the US, this model is still less...
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The Ultimate Introduction to SEO
This is a guest post by Chris Kilbourn of Fit Marketing. It’s an understatement to say that search engines are powerful tools. Think about it. Any time you have a question, you probably head to Google...
View ArticleTo Every Bid There is a Season: 4 Quick Tips for Seasonal Optimization in...
The holidays are over, but seasonality should be a consideration for search marketers all year round. Seasonal shifts in consumer behavior influence paid search performance, and create a constantly...
View Article3 Essential Ways to Optimize for Online and Offline Conversions
Brands that seamlessly tie offline conversions to online events are positioned for success, but it’s easier said than done! Most businesses have a wide variety of customer touch points: website visits,...
View Article4 Best Practices to Building a Better Bidding Strategy with Volume-Based...
While algorithmic bidding certainly helps advertisers meet their goals for individual keywords, it may not necessarily result in maximizing profit for the overall collection of keywords. In order to...
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