About Brittany Blanchard

Brittany is an Associate Director in Metric Theory's Denver office. She loves helping her team of talented search marketers partner with their clients to build robust digital marketing strategies that contribute to broader business goals. With a background in consulting, and degrees in Economics and Math, Brittany brings an analytical edge to posts on business and marketing strategy. When she's not leading the Denver office, she can typically be found on the slopes or the summit of one of Colorado's 14,000 foot peaks.

AdWords Negative Keywords: Excluding Long-Tail Queries

By |February 23rd, 2017|PPC Optimization|1 Comment

If you've seen your PPC ads showing for searches you're sure you excluded with negative keywords, you might not be crazy. In certain situation, AdWords negative keywords will not apply to some searches. Read on to find out if this is affecting you, and what you can do about it.

The Psychology of Holiday PPC Promos & Why They Fall Flat

By |September 13th, 2016|PPC Optimization|0 Comments

Wondering why your 20% off promo didn't drive more sales? Brittany Blanchard looks at consumer psychology to identify 4 PPC promo pitfalls for you to avoid this holiday season.

The Trade-Off Between Revenue Growth & ROI Efficiency in Paid Search

By |April 19th, 2016|Business Strategy, PPC Goal Setting|0 Comments

Just about every time we ask a new client if they would like to prioritize growing revenue or improving Return on Ad Spend (ROAS), the business owner replies “Well obviously, I want both!”

And certainly every business owner does want to grow revenue while improving ROAS. In the long-term, we often […]

Understanding PPC Conversion Attribution Models

By |February 9th, 2016|PPC Analysis|1 Comment

There are many ways to evaluate your paid search efforts – you can review performance in the AdWords platform, Google Analytics, or a third-party platform like Kenshoo. But if you’ve ever compared performance from different sources, you’ve no doubt seen different results. What is happening? Is your data wrong?

Fear not! […]

Guidelines for Setting PPC Goals

By |June 24th, 2015|PPC Client Communication|0 Comments

As described by my colleague Eve in a previous post, at Metric Theory we always start a new client relationship with a benchmark document that defines past performance and a specific goal for paid search. The goal not only provides us a clear definition of what is considered “good” performance, […]

3 Key Excel Formulas for PPC Account Managers

By |May 8th, 2014|PPC Optimization|0 Comments

For the most part, advanced proficiency in Excel is not a requirement for advanced proficiency in paid search. That said, Excel offers a number of tools that can make a PPC account manager more efficient in his or her daily work. Below are three Excel functions with specific use cases […]