Audience targeting has long been associated with social advertising, and even before that, it was a tactic that you could use across display networks (before Google even rolled out these options). However, audience targeting is part of paid search – and if you’re not using audience targeting, you’re being left behind in your paid search […]
We’re a big fan of RLSAs (remarketing list for search ads). If you’re unfamiliar with RLSAs; they allow you to group website users into Audiences and then apply one of the following techniques to the audience: Change bids Expand keywords Use different ads Use DSAs for previous visitors only Any combination of the above As […]
B2B (business-to-business) companies often struggle with quality score and ad writing as they are often competing against B2C companies for the same keywords; but only a small segment of the actual search audience. For instance, take the term ‘safety gates’. The most common searcher for this term is a consumer that is looking for a […]
Searchers don’t search for the same keywords over and over and over again. People search once, maybe twice, on the same keyword and that’s it. This means that if you are customizing your ads by ad groups (and have good account structure so that the ads are highly related to the keywords and random keywords […]
When you work in ecommerce, the name of the game is ROAS (or ROI, depending on your definitions) management. You deal in margins, hard costs, and you need to ensure that your bidding and testing is accounting for these margins. However, there are times when ROAS fails; and I want to take you through a […]
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 […]
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 […]
What do you do in this scenario? Day 1: A user clicks on keyword 1 Day 3: A user clicks on keyword 2 and converts Do you give all the credit to keyword 2? If you are using a search engine tracking script or Google Analytics to track your conversions and you are bidding based […]
You’re already using a –80% mobile bid modifier and yet mobile still just feels like its draining your budget each month. You’d rather spend money on tablets than mobile devices. Your mobile CTR isn’t bad, but when you look at your cross device conversions; they are 0. And you know its working as you had […]
August 4, 2016 
Brad 
