How to Avoid Common PPC Fails & Disasters

By |June 29th, 2015|PPC Analysis|0 Comments

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) […]

Guidelines for Setting PPC Goals

By |June 24th, 2015|PPC Client Communication|1 Comment

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, […]

Applying RLSA Across Your AdWords Account

By |June 19th, 2015|PPC Optimization|1 Comment

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 […]

The Geography of Paid Search

By |May 14th, 2015|Metric Theory News|0 Comments

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 […]

Driving More Customers With Demand Capture and Generation

By |May 14th, 2015|PPC Analysis|0 Comments

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.


Capturing Demand

While there may be very little search traffic for […]

Successful PPC Account Managers Need Teamwork

By |May 11th, 2015|PPC Analysis|0 Comments

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, […]

Negative Keyword Match Types – When to Use Broad Match

By |May 4th, 2015|PPC Optimization|2 Comments

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 […]

Setting up Dynamic Search Ads Campaigns

By |May 1st, 2015|PPC Optimization|0 Comments

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 […]