About Travis Rice

Travis is a Senior Manager of Client Development for Metric Theory. In between developing client growth strategies across the agency and focusing on honing in on clients' business goals, Travis finds time to write about paid search and cross-channel marketing strategies. Outside the office you can find him at live music events, attempting new workout styles such as gymnastics, and satisfying his reoccurring wanderlust.

Evaluate PPC Ad Copy Based on the Metrics That Matter

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

If you're optimizing ad copy to improve CTR, you may be bringing in lots of clicks that never convert. Instead, identify the ad copy that most efficiently brings in customers by combining conversion rate and CTR.

3 Must-Have Dynamic Remarketing Lists for the Holidays

By |October 6th, 2016|PPC Optimization|1 Comment

Don't give up on site visitors just because they didn't convert the first time. These 3 advanced dynamic remarketing lists will help you max revenue during the holiday rush.

Using the Purchase Funnel to Guide PPC Strategy

By |July 26th, 2016|PPC Goal Setting|1 Comment

The buying funnel is not a new concept – it’s been around since about 1898. Despite this, it’s easy to overlook this simple concept when evaluating business performance, and more specifically paid search performance. It’s almost impossible to develop an effective account strategy without first understanding what segment of the […]

How to Grow PPC Conversions Without Spending More

By |February 29th, 2016|PPC Optimization|0 Comments

If you rely on PPC to drive a significant number of leads or revenue for your business, it often seems like you’re trapped in a devil’s bargain: the only way to drive more leads or revenue is to spend more on paid search, but then your CPA or ROI will […]

5 Crucial Considerations for Setting 2016 Marketing Budgets

By |September 29th, 2015|PPC Goal Setting|0 Comments

As we enter Q4, the holiday shopping season picks up and you are likely preoccupied with bid adjustments, running promotions, and working to stay ahead of high season trends. Reviewing your marketing efforts and setting goals for 2016 can seem like an afterthought. However, it would be a mistake not […]

10 Questions for a B2B – Agency Onboarding

By |February 18th, 2015|PPC Client Communication|0 Comments

At Metric Theory, we take a lot of pride in becoming a part of our client’s marketing team rather than a vendor of outsourced work. When I get the invite to the holiday party, I know I’m on the right path. This is especially valuable for B2B clients whose offerings […]

Get the Most Out of Mobile PPC Ads

By |October 9th, 2014|PPC Optimization|Comments Off on Get the Most Out of Mobile PPC Ads

As advertisers, there is no shortage of statistics about mobile usage increasing.  Google’s 87% share of the mobile search space makes mobile optimization a key component of PPC advertising. eMarketer found that mobile ad spending has increased over 75% YoY.  Using a sample of 50+ SEM clients ranging from large […]