Articles by Michael Bartholow | LunaMetrics

Michael Bartholow

Michael Bartholow is a Senior Search Project Manager. He has a special knack for B2B Lead Generation and e-Commerce Marketing. Michael holds an Integrative Arts degree from Penn State University and uses the same SEO & PPC skills he once employed to promote award-winning independent films to help businesses across a variety of verticals find audiences. He has Google certifications in Analytics & AdWords.

3 Key AdWords Metrics You CAN’T* Track in Google Analytics

August 22, 2016

AdWords Metrics Not Available In GA

Trackable actions. Those two words might just be the driving force behind every marketer’s career in 2016. Tracking actions allows for data collection, data collection turns into insights which in turn drive budget allocations, sales, and, ultimately, a company’s performance. Google Analytics is a fantastic data collection platform. It’s free for non-enterprise users! It’s flexible! […]

Search Console Reports in Google Analytics

July 6, 2016

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Google Search Console is one of the unsung heroes of the Google technology stack. It doesn’t inhale marketing spend like AdWords does. It’s not as universally used as Google Analytics. It isn’t as revered by agencies as DoubleClick. Yet, Google Search Console (or GSC) provides foundational insights about website structure that no digital marketer can […]

6 Free CRO Tools for UX and A/B Testing

May 18, 2016

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You did it! You drove traffic to that key page. As a seasoned marketer, you know not to celebrate yet. Some users will do what we want; convert on site, purchase, ask for more information, or simply enjoy our jazzy content. Others will leave and move on with their day. “But I want more!” I feel you! The next step is to test segments of traffic to see if we can increase performance.

How Many Keywords Should Be In My Ad Groups? 4 NBA-Inspired Strategies

February 24, 2016

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I’m one of the few LunaMetricians (and Pittsburghers in general) obsessed with basketball. When I read an awesome piece on the evolution of the game the other day I saw great parallels to AdWords & PPC in general, and specifically, as to how we use keywords to execute strategies: “The game of basketball is about […]

SX – The Initiative Missing from Your 2016 SEO Plan

January 25, 2016

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It’s that time of year. We’ve just budgeted, strategized, and been in a dozen meetings to establish strategy & KPIs for the new calendar year. Here’s how some past Search strategies may have looked: 1999 – Buy links, win internet. 2005 – Stop buying links, start trying to trick Google with link wheels. Try that new […]

Flexin’ Out: Flexible Bid Strategies for AdWords Ballers

September 8, 2015

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Many AdWords account are trapped in the No Flex Zone. Sidenote: No Flex Zone is an awesome hip-hop song, so you’ve got that going for you (Play loudly while reading this post please, headphones recommended). What you’re missing, however, is a method to mix-and-match bidding types for keywords that can function across campaigns or ad […]

Super Search Optimization Tips for Publishers & Journalists

July 23, 2015

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In the bustling world of news there’s no time to wait. “First-to-print” has in many ways become “First online” in the 21st century.  There’s nothing worse than having a hot take on a breaking lead and getting stuck behind a digital issue. Luckily, there are some tricks for all members of the newsroom to get […]

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