In the face of Google’s infinite possibilities (and Google’s efforts to make results more bland), many of us are panicking and searching less, going shallower, relying on bestseller lists and simple recommendations. This is why personalization, curation and discovery is so important to ecommerce now. As we make a decision to search for or buy […]
Use Broad Match As Your Keyword Discovery Tool
Once you have organized your keywords into campaigns, one strategy is to triplicate each campaign so that you have one for each match type. When each campaign contains only one match type it allows you to break out your budget more effectively so that if the budget for those keywords are being throttled you can […]
Paid Search Assists vs Conversions
When making decisions on changes to keywords based on conversion rate, cost per acquisition or any other sales metric, you may be hurting important influencing keywords that don’t get the last click but drive sales nonetheless. AdWords helps attributing credit where credit is due so that you aren’t too quick to bid down a keyword […]
Triple Threat To Retailers
I haven’t been in a shopping mall for over a year (except for last November when my wife was overdue and we walked in circles inside the mall in hopes that it would induce labor (it didn’t work, she was two weeks late)). So, I’m not big on shopping but I have to believe that […]
Matching Keyword With Landing Page For Search Engine Optimization
You’ve researched the keywords you want to optimize your site for and now you need to decide which keywords will go towards which pages of your site. You should optimize a single page for only one main keyword. I think it’s easiest to organize keywords into three categories: Brand, Category and Product. See the breakout […]
Engine / Network / Device / Method
Everyone agrees that content network ads should be separate from search ads in your AdWords account for good reason: the data of one network have no bearing on the data of the other network. Search is about an active consumer looking for information. Content is about advertising products next to content where the subject is […]
Why Does Advertising Cost So Much?
There are up to three expenses when doing any kind of advertising campaign. 1. The cost of the creative. Paying the photographer or graphic designer to create the ad or paying the video production company to film and edit your commercial. 2. The cost of the media. Once the ad is made you have to […]
For Online Display Ads: Who Is More Important Than Where
When you see a completely irrelevant ad on TV you have to excuse the advertiser to a degree. They don’t know any better. They don’t know who is watching and whether or not you may be interested in their product. They are trying to reach their target audience with what limited data they have available […]
Affiliate Marketing Is Owned By Coupon Sites
Coupon code sites dominate affiliate marketing. Any brand utilizing affiliate marketing to drive a portion of their revenue most likely makes 80% of that revenue from a small handful of coupon sites – ones like bradsdeals, retailmenot, couponcabin, dealnews, etc. Take away the discounts and you will see your affiliate marketing channel dry up. As […]
Position Matters On Tablet Search Ads
Another reason to have device-only targeted campaigns – in this case for tablet targeting. I’ve seen this happen enough in my own accounts that I’ll bet the same is true with everyone: ads that are above the fold on tablets have a click-through-rate up to 10x higher than below the fold. Take any existing campaign […]