My first step in setting up a new AdWords campaign is to test the ad copy. AdWords has long recommended running three or more ads in each ad group. It’s... Read More »
Inside every AdWords account there is a report that shows the exact words (a “query”) that searchers typed into Google before clicking on a specific ad. It’s called the Search... Read More »
If you’re an AdWords advertiser, you likely know about the new AdWords’ experience. Google sent emails to all users and has posted reminders throughout the legacy interface. Google will discontinue... Read More »
New pay-per-click advertisers invariably start with AdWords. Google holds a dominant share of search volume in the U.S. and even the name Google is synonymous with online searching.
However, savvy advertisers... Read More »
There has been a flurry of activity from AdWords during the past couple of weeks. If you’re an advertiser, you’ve likely noticed the emails from AdWords, coming fast. In this... Read More »
Google recently held its Marketing Next event and announced several changes to its suite of advertising-related products. In this article, I’ll address four of the changes that are important to... Read More »
Google continuously tinkers with the appearance of ads on its search result pages. In the past couple of years, Google removed the right-side ads and added a new fourth ad... Read More »
You may have missed the blog post from AdWords on March 17 about the expansion of close variants. The second paragraph of that post reads, in part:
… over the coming months... Read More »
Facebook continues to develop and grow its online advertising platform. It has recently released a new way to define audiences that is based on interaction inside of Facebook. In this... Read More »
As of yesterday, January 31, Google AdWords no longer allows advertisers to create or edit standard text ads. This should not come as a surprise. In September, Google announced the January... Read More »
Online advertising is all about getting your offer in front of the right person at the right time. Keyword-based search ads have long been the gold standard for timing, as... Read More »
Pay-per-click advertising provides advertisers with much data about what potential customers are searching for, what messaging resonates with them, and how campaigns are performing. There is so much data, in... Read More »
In “How to Spy on Your PPC Competitors,” my post in August, I addressed going to “stealth mode” by excluding your competitors’ IP addresses in Google AdWords and other pay-per-click... Read More »
The battle for attention and clicks on the search engine results pages is heating up. For desktop users on Google, the battle is more acute with the removal of right-side ads,... Read More »
The ecommerce industry is highly competitive. Nowhere is that more apparent than in the area of pay-per-click advertising. With heavyweights like Amazon and Ebay spending millions of dollars on PPC,... Read More »
I recently read Nudge: Improving Decisions About Health, Wealth, and Happiness, a book by behavioral economist Richard Thaler and legal scholar Cass Sunstein. It’s an intriguing read for anyone desiring... Read More »
Back in December 2002, Google launched a small feature called Froogle. It wasn’t a revolutionary idea by any means. There were already numerous sites at the time that allowed consumers... Read More »
At its recent 2016 Performance Summit, Google’s senior vice president of ads and commerce, Sridhar Ramaswamy, stated, in the keynote address, “the shift to mobile is not something that is... Read More »
The term “big data” can be confusing. For some people, it conjures up thoughts of someone spying on their activity and then selling that information. For others, it represents a... Read More »
Setting up a pay-per-click ad account on a search engine requires a lot of work. Consider this simplified checklist, which would be typical of a new campaign launch.
Campaign name. Needs... Read More »
The amount of time people spend on their smartphones is amazing. Americans reportedly spend 4.7 hours each day on their smartphones and they check social media accounts 17 times daily. That’s a... Read More »
As ecommerce has become mainstream, the number of products available to buy online has increased. For goods like shoes, which typically are tried on for size, sites like Zappos came... Read More »
Each year I review my previous year’s trend predictions for pay-per-click ecommerce advertising. In last year’s post, I predicted three trends: the rise of Google Shopping campaigns, the growth of... Read More »
Product ads have populated search engine results pages since 2010, when Google added them to the AdWords platform. Bing followed suit in 2014. Even Facebook added product-focused ad units earlier... Read More »
Revenue growth opportunities for ecommerce merchants fit into one of two categories.
Get more customers.
Get existing customers to spend more.
The option to get more customers is often the first approach that... Read More »
Social media is huge. Facebook has more than 1.7 billion accounts. It reportedly had a 24-hour period where 1 billion of those accounts logged in. That’s one in seven people... Read More »
In the world of pay-per-click advertising, a keyword can have different variations. For Google AdWords and Bing Ads, there are five variations, called “match types.” Each one has a specific... Read More »
Bing just announced native ads as a new beta offering in its Bing Ads platform. This brings native ads to the mainstream pay-per-click advertiser. In this post, I’ll address native ads, how they compare to... Read More »
There are many moving parts in pay-per-click advertising — from keyword selection to bid management to ongoing optimization. But ad copy is where you make that invaluable first impression on... Read More »
Every company presumably wants its listing at the top of the results page for a Google or Bing search. It is a powerful position if you’re selling a product or... Read More »