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Author Archive

Target Conversion Funnel in Paid Search Strategy

conversion-funnelPPC account managers should consider the conversion funnel while modeling an account’s structure.  Well-thought-out campaign organization and intelligent keyword selection will help build a quality user experience and improve performance. Think hard about the content your visitors are looking for and deliver it at the right time by building an account focused around these concepts.
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How to Choose the Best PPC Agency

I’ve received a lot of feedback recently related to PPC agencies and the quality of service they provide. Sometimes the responses are encouraging, and other times they are somewhat disheartening. My hope is to squash these feelings and to provide anyone looking for quality service with a template to assess their prospective (or current) agency.

My advice is really quite simple: Do not be afraid to ask tough questions at any time during your relationship with your agency. It is simply unacceptable if at any point you feel slighted. To me, this is a sign of poor communication and lack of transparency.

You’ve entered into a partnership and, as such, the relationship is mutually beneficial OR detrimental. Take the time to work out the kinks and develop a solution that really works. In the long run, it will benefit both sides. (more…)

Active View CPM Changes Display Advertising Forever

Google AdWords Active View CPMThe most common display advertising cost structure is and always has been the CPM model, or cost-per-thousand impressions.  CPM is a semi-standard option that has been available across the full gamut of advertising options for years and years.  In fact, CPM stems all the way back to the olden days of print ads.  Remember those?  Oh, good… me neither.

The goal of the CPM advertising model is a very simple one at its root.  The advertiser seeks to expand advertising reach and ensure that ads have been viewed by as many users as possible.  Seems simple enough, and, conceptually, it’s a sound strategy.  Unfortunately, the cold, hard truth is that there has always been one unavoidable problem: measurability.

No worries though. We can kiss this problem goodbye with the advent of Active View CPM, because this bidding model guarantees that your ads are seen.  Display advertisers everywhere, REJOICE! (more…)

3 Advanced Tips to Bolster AdWords Display Campaign Performance

Are you running Google AdWords Display campaigns?  Is your ROI suffering as a result?  Are you about to give up on what seems like a lost cause and waste of precious advertising dollars?

If you answered “yes” to each of these questions then your AdWords campaigns probably aren’t looking so hot at the moment, but don’t give up just yet.  Test the advanced tips outlined below to get your display campaigns back on track and running smoothly in no time.

Whether you’re looking to generate conversions or build brand awareness, display campaigns can be an incredibly effective advertising outlet when everything is set up correctly.  You obviously knew this or you wouldn’t have jumped in to the world of display advertising head first.  So resist the temptation to quit and test some new display options now.
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An AdWords Wishlist for Google Claus

Google AdWords WishlistAlas, the holidays are upon us.  ’Tis time to make merry, revel in cheer and spread joy across all the digital lands of yore.  Let us reminisce of the improvements we’ve made to our pay-per-click accounts throughout the year and exalt the future optimizations that the new year will bring.

Now I have the cheesy Dickens-esque intro out of the way…

I’ve been a really, really, reeeaaalllyy good PPC analyst this year.  So, I surely must have made the big guy’s “Nice” list.  What better time to take a moment to compile my Google AdWords wishlist and e-mail it off to Santa [Clara]?  What I really want this year is to spread the joy of PPC to the needy SEMs in the world.

The AdWords wishlist that I’m sending to Google Claus would simply ask for a short list of “improvements” I’d like to see from the Google AdWords platforms in the months ahead.  Without further adieu…

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6 Landing Page Optimizations You Need to Know

Landing Page Optimization Best PracticesAll too often landing pages are overlooked as important variables in the search engine marketing equation.  Many marketers and advertisers alike assume that their job is finished after searchers begin to click their links and/or ads.  WRONG!  If you learn one thing from reading this blog today it is going to be this:

YOUR LANDING PAGES ARE THE MOST IMPORTANT PIECES OF THE SEARCH ENGINE MARKETING PUZZLE.

Think about it…

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Scary Good Google AdWords Tricks & Treats for Any Account

PPC Tricks & TreatsLearn to reap sweet, sweet rewards from paid search by utilizing a few tips to help streamline account management.  It’s vital that you are familiar with tools and features provided within the interface and that you always look ahead for new tools and features on the horizon. (more…)

How to Use Google AdWords Paid & Organic Report

Want to see how PPC & SEO work together to achieve your campaign goals?  Curious if paid search is cannibalizing organic search traffic?  Well lucky for you understanding the dynamics of how paid and organic search listings work together got a little easier recently thanks to an improvement to the Google AdWords UI.  Paid & Organic reporting.

Advertisers can now link Google Webmaster Tools to Google AdWords which provides additional insight into the relationship between paid and organic search campaigns.  This fantastic new report is aptly named  ”Paid & Organic”.

Using the Paid & Organic report helps prevent cannibalization and wasted AdWords budget by identifying SEO & PPC overlap.  The report effectively shows you any instances where a potential customer might have seen your paid search results, your organic search results, or…

wait for it…

BOTH paid and organic search results together on the same results page. (more…)

Call-to-Action Cheat Sheet for Writing Effective PPC Ad Copy

Using the proper call-to-action within your PPC ad copy is critical to optimizing PPC ad performance.  A quality paid search ad makes a promise to potential visitors enticing them to click the ad. This promise is fulfilled after the ad click by delivering a relevant landing page experience.

All seasoned pay-per-click account managers know this.

However, most seasoned paid search managers also know that adhering to PPC ad copy character limits can require several rewrites.  We’ve all felt the heartbreak of having an otherwise perfect ad exceed the maximum allowed number of characters.  Sometimes these rewrites result in boring, lackluster ad copy that just doesn’t paint the picture that was originally intended.  Pile on a serious case of writer’s block and you have a recipe for disaster.

Fear not my fellow PPC-ers!  This quick and handy call-to-action cheat sheet was assembled to assist you on those tough days when the right word is just out of reach.  Use it to help write effective PPC ad copy that potential visitors find engaging.

Enhance Your Ad Copy Writing Skills with Call-to-Action Cheat Sheet

Get started writing better ad copy right now.  Find 204 call-to-action examples – alphabetized and COMPLETE WITH CHARACTER COUNT – in the cheat sheet available below.  ”Why 204?” you ask.  Because that’s the amount that fit on one page.

Call-to-Action Cheat Sheet from LunaMetrics

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The Essential Google AdWords Starter Guide

Google AdWords Starter GuideWhat is Google AdWords?  How does it work?

If you are new to paid search advertising these are among the first questions you will have.  Let’s cover the basics and bring you up to speed on how to get started with Google AdWords advertising.  After all, before you become an expert you have to start at the beginning.

Before you start…

There are four essential elements you absolutely MUST have in place before you even consider launching any Google Adwords campaigns if you hope to achieve the best results: (more…)