You created an ad test, you waited to accumulate some data, and now you have winners and losers. What do you do next? In reality, you have two simple options: Pause losers & create new ads immediately Pause losers & wait to create new ads There are several considerations to take into account before you […]
The workflow often known as Alpha/Beta or Managed/Discovery works like this: Discovery campaign (beta): Use modified broad match keywords When a search query consistently receives conversions; then you make it a negative exact match in the search campaign and add it as an exact match keyword in the managed (alpha) campaign This structure […]
Google recently removed the sidebar ads for Google search results; and the focus has been around the overall impact such as: Higher ad position Static CPCs Less total impressions More total clicks All of that information makes sense since there are less ads on the page and a 4th ad above the organic results. However, […]
Ad advertiser recently contacted us and asked a simple question: If I want to test two ads and two landing pages; is this how I should setup my ad test: Ad A to Landing Page 1 Ad B to Landing Page 2 There’s not a simple answer to this question as it depends on what […]
Quality Score optimization is essential to any PPC account. Increasing your quality scores can: Decrease your CPC Increase your ad position Cause your ad to show if its not showing due to poor quality scores Cause your ad to show on more matching queries (depending on match types) There’s two factors to increasing quality score: […]
Are you fed up of seeing “landing page experience below average”? In this article I’m going to be explaining just how heavily weighted landing page experience is, in the quality score algorithm, with the aid of big data case studies from Wordstream, Adobe and Adalysis. I’m also going to be walking you step by step […]
We’re big fans of automation; but not everything should be automated. There are a few considerations with automation: Is the process repeatable & consistent? With automation; you’re trusting the system to do the exact same thing over and over without any variation. If you don’t trust all the inputs; then you should not automate the […]
Increasing your quality scores can help you increase your average position or decrease your cost per click or both. The issue with quality score optimization is that it has mostly been manual work since Google doesn’t show all the sub-factors of quality score (landing page, ad relevance, CTR) in an easy to sort and segment […]
Ad Extensions are incredibly important to any PPC account. Here’s just a few of the benefits of using ad extensions: Used to calculate ad rank (along with quality score and bid) Showcase additional information to the user Allow for more conversions types (calls, driving directions) Gives the user more information about the company/product Causes the […]
When you look at a lot of the trends in PPC these days, you often hear ‘mobile is taking over’. If mobile is taking over, or at least making a strong showing; then marketers should be focused on thinking about mobile users differently than desktop users. This goes beyond bidding to using mobile or responsive […]
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April 19, 2016 
Brad 
