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Author Archive

Google AdWords Call Extensions – How, Why and When

It’s no secret that we love Ad Extensions at LunaMetrics. Ad Extensions are the best way to enhance paid results on Google.com and provide searchers with the opportunity to dive further into your site, or, directly contact your business. Advertisers have a myriad of Ad Extension options and today, I’m going to make a strong case for you to test one of the most popular features, Call Extensions.

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AdWords Conversion Tracking: BIG Changes.

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Perhaps one of the biggest changes since the Enhanced Campaigns announcement, which seems like ages ago. Come to think of it, AdWords changes in the past year have been blowing my mind. From the Ad Rank calculation change, to the color scheme switcheroo and now a change in conversion tracking? Touché, AdWords, touché.

If you haven’t read it already, check out the AdWords blog post from Tuesday which also has a video and an infographic for you visual folks out there.

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Three AdWords Features to Test & Try in Q1

It seems like just yesterday I was writing about my favorite and most earth-shattering AdWords changes of 2013. Now, we are more than halfway through January (where does the time go!?) and it’s time to think about your AdWords goals, or evaluate the new things that you’ve tested this year, if you haven’t already.

Originally, I started writing this article about features to try in 2014, but then immediately thought, “Alyssa – you know that there probably be thousands of changes in 2014.” Thus, the title of this blog changed from “features to test & try in 2014″ to “features to test & try in Q1.” Ready, set, go!

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Google AdWords – A Year in Review

It’s that time of the year when people reflect on what they’ve accomplished, learned and mayyybbe a few goals from 2013 to push to 2014. Bloggers undoubtedly fall into this category. The SEM blogosphere (which is an official word on Merriam-Webster) is flooded with articles about goals and learnings from 2013.

I’m taking a similar approach but also using this as an opportunity to do a “year in review” of 10 Google AdWords biggest changes and best additions. If you are familiar with LunaMetrics, you know that we run Google AdWords trainings all over the country. To say that we updated our training slides a few times this year to keep current would be an understatement. AdWords kept us on our PPC toes. Perhaps this list of changes and additions in 2013 will introduce you to a new feature or provide a friendly reminder that it exists!

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A PPC Retail Advertiser’s Guide to the Holidays

Ah…the holidays. Countless hours of precious time spent with family, friends and if you manage a retail account – Google AdWords. Knowing what I know now, however, there’s lots of prep work that I’d recommend implementing up front to streamline budgeting and flipping creative so that you can spend more time managing and making decisions to result in a profitable holiday season.

I’ll outline four strategies and tips to keep in mind as you finalize plans around Black Friday, Cyber Monday and the entire month of December. Here’s the goal for your sanity during holiday PPC management:

Not this:                                                                                Rather, this:

avoid this            do this

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New(ish) Need-to-Know about Google AdWords & Ranking

I literally laughed out loud after typing “New Need-to-Know about AdWords.” So, I changed “New” to “New(ish).” In the PPC world, if it didn’t happen five minutes ago, it’s old news.

There is, however, a pretty huge and recently rolled-out change that shook our PPC worlds at Luna. It was the kind of announcement that elicited the following response:

Ok…you don’t need to watch all six minutes and 32 seconds, but you get the idea. This update is pretty mind-blowing. (more…)

How to Audit Google AdWords Campaigns Before Launching

Auditing.

It’s tedious. It takes time. You’d rather quickly launch new campaigns to immediately generate data and analyze results. I get it – the anticipation is killing you!

That said, taking the time to thoroughly audit prior to launching will save you headaches, heart palpitations and not-so-fun conversations explaining why monthly budget depleted in two days.

This article provides a laundry list of boxes to check for new campaigns so that you can avoid this feeling:

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11 Google AdWords Ad Extensions – Old, New and Betas

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Of the various elements to advertising via Google AdWords, Ad Extensions are my favorite feature and topic of discussion during strategic planning. From sitelinks, to location extensions, to the newest drop-down beta (we’ll talk about this later), each ad extension presents a different way to showcase your business and the opportunity to increase traffic. This article reviews 11 Ad Extensions, some of which you can implement today and others are still in beta.
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Enhanced Campaigns – The Day Has Come…Sort of

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Most PPC advertisers considered the day that Google announced enhanced campaigns to have been somewhat earth shattering. After years of advertisers (and our clients) building budget and strategies around the theory that it’s best to target campaigns by device, we were told to revert back and roll everything into one? What!?

Are you excited? Have you prepared? Ready or not, Enhanced Campaigns is a reality that started to roll out across AdWords accounts on Monday, but it may take up to a few weeks for all AdWords accounts to be upgraded into the new format.
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Top 5 Quick Tips for Paid Search Optimization

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Did you inherit a PPC account from another agency? Were you recently tasked with the responsibility of managing Paid Search for your company? Or did your company just bring their PPC program in-house?

If you’ve answered yes to any of the above, then this article is for you.

The initial feeling of inheriting a new account can be overwhelming. You’ve probably asked yourself a thousand questions including “Where do I even start?” I’ve outlined five boxes to check upon first receiving an account that guarantees a quick boost in performance:
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