Imagine trying to solve a puzzle with only half of the pieces. Through intuition and lucky guesses, you could probably assemble a corner or two, but you will never complete the full tableau without every piece. If you’re an ecommerce retailer not tracking revenue, then you’re trying to solve the […]
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 […]
When was the last time you gave your Google Merchant Center (GMC) a checkup? With Q1 retail revenue from Google Shopping up 52% over last year, it’s important to make sure your GMC is healthy. A small problem can progress from a head cold to a major illness quickly without treatment, causing you to lose revenue.
Trying to grow your paid search account can be frustrating when you feel that you’ve maxed out all of your obvious keyword options. Don’t fret, because Remarketing Lists for Search Ads (RLSAs) could very well be your saving grace.
These audience lists allow you to tailor your search campaigns specifically to […]
Even though Bing Shopping has significantly lower volume than Google Shopping, it can still drive the same ROAS, so it’s a no-brainer to get it up and running as soon as possible. Setting up a Bing Shopping account and creating a campaign is not difficult, but does require a few […]
As anyone who’s tried to figure out attribution modeling can attest, no marketing effort exists in a vacuum. This is true especially for Paid Search, where other advertising channels can and will have a significant impact on your results. Effective marketing teams must cross-communicate to understand how advertising in one […]
Like high-waisted jeans, broad match keywords were very popular in the early 2000s, before eventually falling out of style. However, also like high-waisted jeans, broad match is making a comeback. When used in the right manner, broad match keywords can be an effective tool to pull out of your PPC […]
“The Google Display Network (GDN) is a brand awareness channel. You shouldn’t expect to see direct conversions come through the GDN, and if they do, they will be less profitable or lower quality than Search conversions.” We’ve all heard those cardinal rules of GDN expectations, but rules were made to […]