About Evan Sparling

Evan is a Senior Account Manager and Content Marketing Specialist at Metric Theory. When not adjusting bids or brainstorming blog headlines, he writes about bidding strategy and custom optimization metrics for lead-gen advertisers. A fluent Russian speaker, Evan has a background in non-profit management and heads up Metric Theory's volunteer service program.

What to Do If Expanded Text Ads Are Negatively Impacting PPC Performance

By |April 18th, 2017|PPC Optimization|0 Comments

Advertisers have generally been seeing stronger performance with Expanded Text Ads than with standard ads, but this is not always the case. If your Expanded Text Ads are lowering your CTRs and increasing your CPCs, here are some steps you can take to boost performance.

What You Should Know About Google AdWords Price Extensions

By |March 3rd, 2017|Industry News|0 Comments

Google's recently released AdWords Price Extensions are an exciting new tool for ecommerce advertisers and retail brands. Read on to find out if they'll tip the needle for your business.

Optimize Your AdWords Search Targeting Using Audience Data

By |February 21st, 2017|PPC Optimization|2 Comments

AdWords has significantly improved its search targeting over the past year, with massive benefits for goal-focused advertisers. By leveraging demographic and income targeting and similar audiences, you can sculpt your incoming traffic and drive better returns by only paying for clicks from highly qualified customers.

Our 8 Favorite Metric Theory Blog Posts of 2016

By |December 20th, 2016|Industry News, PPC Analysis|0 Comments

Covering everything from PPC promos to Facebook objectives to building office culture, these are our favorite 8 posts from the Metric Theory blog in 2016.

Digital Marketing Holiday Wish List: 9 Tools & Features We Really Want in 2017

By |December 15th, 2016|PPC Optimization|0 Comments

As the last shopping days of the year near, our thoughts are turning to the marketing gifts we hope to find under the tree this year. Here are 9 tools and features that would make us better marketers in 2017.

Improve Your PPC Targeting with Demographic Bid Adjustments

By |November 29th, 2016|PPC Optimization|1 Comment

Google has officially released demographic bid adjustments, giving PPC advertisers a wealth of data and a valuable new tool to improve their search targeting. Here's how you can improve your PPC targeting with demographic bid adjustments.

A PPC Thanksgiving: 9 PPC Features We Couldn’t Live Without in 2016

By |November 21st, 2016|PPC Optimization|1 Comment

Before we enjoy turkey, football, and food comas later this week, Metric Theory's staff takes a moment to celebrate the PPC and social advertising features that made us gobble with excitement in 2016. From easier site-wide conversion tracking to Facebook optimized CPM bidding, these tools will have you giving thanks well into 2017.

Closing the PPC Loop: Tracking Leads to Sales

By |May 24th, 2016|Lead Gen, PPC Analysis, PPC Optimization|1 Comment

If you’re a lead-gen advertiser and you’re still optimizing your paid search marketing based on “what keywords we think work best,” it’s time to stop. You need to be evaluating your advertising efforts based on the quality of your leads, and not just total lead quantity or cost per lead. […]