Search Marketing

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How to test (and perfect) nearly everything in PPC

PPC (pay per click) is a key component of many online marketing campaigns. And while it can drive significant revenue, it’s also one of the most expensive ongoing costs in a campaign. Therefore, it’s key that you test your ads regularly, to make sure you aren’t letting any conversions slip through the cracks. Testing and …

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Amazon Prime Day’s surprising effects on Google AdWords performance

Prime Day is now Amazon’s largest sales day of the year, growing more than 60 percent YoY and surpassing last year’s Black Friday and Cyber Monday, according to Amazon’s numbers. With so much shopping activity, many retailers now see ripple effects across different marketing channels stemming from Amazon’s big sales day, which was held on …

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How to bring your potential customers back with retargeting

Retargeting is a pretty big deal these days. In fact, AdRoll reports that over 80 percent of marketers ran retargeting ads last year. And really, that’s no surprise. As a business, there’s nothing quite so frustrating as a potential customer who comes to your site, pokes around a bit… and leaves. So, it’s natural that we would want to …

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Broadening tactics through user intent

With more data on purchase intent, consumers, advertising methods and the shift from big-box retailers to online stores, the apparel industry has seen a massive shift in its advertising structure over the past few years. More powerful marketing technology and a more competitive market have forced the industry through its most profound transformation since the …

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Eight insider tips for exceptional price extensions

Extensions are important — super important, in fact. I’ve written about them before, and I’m sure I’ll write about them again. They make ads better, and people like them. They’re a part of Ad Rank. They get you more clicks. One extension in particular, price extensions, is approaching its one-year birthday. If you offer anything …

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Google home service ads come to the East Coast & open up to more service categories

Google continues to expand its ad product for local service providers. This week, the company announced home service ads are available to more businesses in more cities. Painters, electricians and towing companies can now run ads through AdWords Express, joining locksmiths and plumbers, house cleaners and handymen. Google launched home service ads in 2015 with a pilot …

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