To optimize for conversions, create reports based on segments, optimize landing pages and don’t assume visitors will follow a predetermined...
There are lots of moving pieces in PPC campaigns and that can make it challenging to pinpoint the cause when performance changes. An...
While we are at the mercy of Google’s auction systems in determining CPC, we can install safeguards to ensure increases are...
Retailers with a unique product may be cautious selling on Amazon but it can be a powerful channel for moving out-of-season and clearance...
The company introduced new and expanded ad surfaces for campaigns that run across multiple channels, and Search becomes a spoke in the...
The company also announced a new Google Shopping experience that aspires to be more competitive with...
One of the largest opportunities we have as PPC marketers is to seize the moment when competitors have stopped paying...
The PPC industry is shifting its focus on not just what happens after the click, but what happens after the...
Targeting methods have moved beyond keywords and SMBs should now be interacting with potential customers alongside their entire purchase...
Here are four steps for advertisers and publishers to establish and execute a GDPR-safe, contextually-based audience targeting...
When done correctly, an always-on approach can bring brand relevancy at every stage of the customer lifecycle, sustained communications and...
To get started, import a successful Google AdWords campaigns, do your research on keywords and optimize your current bids and budget for...
As an industry, we need to create baseline criteria to combat fraud and support an ad-supported...
First there was Microsoft adCenter. Then there was Bing Ads. Now there is Microsoft Advertising. Why we should care. The rebrand emphasizes a...
The growing emphasis on one-to-one marketing fails to account for a critical truth – major purchases usually result from group decisions,...
Search advertising is the largest expense for most digital advertisers, yet many are uncertain they’re spending efficiently. Google Ads and...
Drive-to-store strategies have reached a tipping point where they can play a significant role in improving performance of online marketing due...
Programmatic traders play an integral role in advertising planning, strategy and execution but there are misconceptions about what they really...
Here’s how retailers should map their audience strategy for new-versus-returning customers to...
Smart companies can shape their reputations and visibility with online word of mouth and careful attention to customer...
