Articles by this author
13 Metrics Every PPC Report Should Have
Metrics can be tied back to four basic lifecycle stages of attracting, engaging, converting, and renewing. Let's look at how these stages can apply to your PPC efforts. Depending on the frequency of your reporting, here are 13 metrics to include.
A 5-Step Plan to Increase Brand Awareness Using the Google Display Network
When it comes to increasing brand awareness, AdWords can be a great medium that is often overlooked by marketers who defer to social media and other channels. Use this simple plan to create a brand awareness campaign on the Google Display Network.
Which Online Flower Store’s PPC Ad Won Mother’s Day 2013?
Which retailer did the best job this year of writing solid PPC ad copy and customizing their sitelink extensions to present seasonal, relevant offers to searchers? We break down three PPC ads searchers found when searching for [buy flowers online].
How to Turn Your Failed Tests into Winners!
Change can by terrifying. But great testing results can sometimes be a result of a series of bad or "failed" tests. Embrace test failures as a necessary part of the process. Only then will you have the courage to try, try again, and succeed.
Creating a Social Engagement Plan in 4 Steps
A walk-through of the steps that form a simple social engagement plan – listening, engaging, measuring, and learning. You’ll want to think of this plan as being continuous or cyclical, so you can repeat it once you’re done with the fourth step.
What the Brazil Butt Lift Can Teach Us About Personas
Ever heard the saying “you can’t please everyone”? Turns out, you actually can – at least when it comes to your landing pages. Want to appeal to different buying modalities? Here's how to understand what they're looking for and give it to them.
Is Your Quality Score Costing or Saving You Money?
When it comes to AdWords Quality Score, everyone knows from best practices that increasing this magic number is beneficial for rankings and can lead to significant saving. But how much savings would that be? And is it worth your time investment?
How to Create a Solid PPC Testing Hypothesis
Developing a good hypothesis should always be informed by some degree of knowledge, irrespective of any certainty around what the outcome may be. Here is how you can create a hypothesis for your ad copy test and components to quickly improve it.
How to Choose a Success Metric for PPC Ad Testing
Everyone wants more clicks, more conversions, better ROI, lower CPA, and phenomenal results for pennies. But be cautious when choosing a metric. Always keep your business goals in mind and translate them into a PPC metric that makes sense to you.
A/B or Multivariate? How to Choose the Right Type of Test
With a list of (almost) endless elements and combinations to test, how do you actually test them? Do you make one change at a time or do you test as many as you can? To simplify your choice, here's a look at what A/B and multivariate tests entail.
