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Google Ads
AdWords: Understanding Flexible Conversion Tracking
March 4, 2014 • Matthew Umbro
Over the last month, Google AdWords has made a significant update to how conversions are tracked and attributed. Flexible conversion tracking represents Google’s ongoing effort to provide the most accurate ...
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Google Ads
Pay-per-click Ads: Importance of Bid Modifiers
January 28, 2014 • Matthew Umbro
Many online marketers have debated the pros and cons of Google AdWords Enhanced Campaigns over the last year, but one feature has proven its worth: bid modifiers. Bid modifiers act ...
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Google Ads
3 Tactics to Reassess Paid Search in 2014
January 3, 2014 • Matthew Umbro
In many ways, 2013 was a transition year for paid search. We saw the launch of AdWords Enhanced Campaigns, to more precisely target searcher intent. We also saw the next ...
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Google Ads
Using AdWords’ Cost-per-acquisition Flexible Bidding
December 5, 2013 • Matthew Umbro
In May, Google began offering flexible pay-per-click bidding strategies, which allow advertisers to automate bids based upon different goals. For example, advertisers can now target a specific cost per acquisition ...
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Google Ads
5 Tips for Google’s Enhanced Campaigns
October 24, 2013 • Matthew Umbro
Google AdWords Enhanced Campaigns have been mandatory for all advertisers since July 23. But they have been in use since the end of February. During this time, my team and ...
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Google Ads
Dynamic Search Ads Complement Pay-per-click Efforts
October 1, 2013 • Matthew Umbro
Google’s Dynamic Search Ads allow pay-per-click advertisers to show text ads based on relevant queries that are not otherwise in an ad campaign. It’s been nearly two years since Google ...
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Google Ads
5 Pay-per-click Filters to Avoid Drowning in Data
September 3, 2013 • Matthew Umbro
The amount of data available to pay-per-click advertisers can seem overwhelming. Advertisers have to find the optimizations that will make the most impact, as many won’t move the needle one ...
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Google Ads
5 Pay-per-click Holiday Tasks to Do Now
August 6, 2013 • Matthew Umbro
The beginning of the holiday season is right around the corner. It is often the busiest and most profitable period of the year for ecommerce merchants. Now is the time to plan your holiday pay-per-click advertising campaigns. There are many pay-per-click initiatives that merchants can...
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Google Ads
4 Lessons from Google’s Dynamic Remarketing Ads
July 9, 2013 • Matthew Umbro
Google recently announced the launch of a sophisticated new ad feature called Dynamic Remarketing. It works much the same as general remarketing, but the ad units showcase products that visitors viewed. If a shopper came to your site and viewed, say, a specific running shoe, you can in...