Anyone who’s spent more than a little time in paid search can share a few horror stories of accounts that are in horrendous shape. Those PPC disasters can range from the small business owner who sells Flag Poles and spent $100,000 in 6 months advertising on Stripper Poles (true story) […]
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, […]
Google Remarketing is a great way to target previous visitors to your site and show them image and text ads on the Google display network. But did you know that you can apply these same remarketing audience lists to your search campaigns?
Google’s RLSA (Remarketing Lists for Search Ads) allows you […]
I am a geographer. Don’t worry, I’ll give you a minute to ask the usual questions:
“Why is a geographer writing a blog post on PPC?”
“How is geography even related to PPC?”
“What are you doing here?!”
Don’t worry, I’m getting there.
I graduated from college with a Bachelor of Arts in Geography, and […]
Do you have a great product or service but no one knows about it? That’s a challenge for a number of companies.
How can an online advertiser capture and create demand? It turns out digital marketing can answer both of these questions.
While there may be very little search traffic for […]
For the most part, being an Account Manager in the PPC industry is seen as a solo venture. The idea of brainstorming and implementation of strategy being driven by one individual has been generally accepted as an industry standard. While PPC ad copy doesn’t allow for a ton of creativity, […]
PPC account managers know that a granular account structure is necessary to build successful campaigns: we want search queries to funnel to the most specific ad group possible so that we can serve specific and targeted ad copy to the searcher. But making sure that your carefully selected ad groups […]
For many ecommerce advertisers, having complete PPC search coverage for all of their individual products may seem out of reach. However, AdWords’ Dynamic Search Ads can provide an alternative to setting up thousands of ad groups and text ads. Even when an advertiser thinks they have comprehensive coverage, Dynamic Search […]