Stephen Kapusta

Stephen Kapusta is a Senior Search Project Manager and trainer specializing in search and display advertising. He is best at finding creative opportunities to reach the audience throughout the conversion funnel by matching content to intent and focusing on providing the right user experiences at the right time. His education experience in media and rhetoric helped mold this marketing approach.

Getting Started with Google AdWords Dynamic Remarketing

November 12, 2015


If you are not familiar with Dynamic Remarketing, it is very similar to traditional Remarketing; it allows you to reconnect with users who have viewed products on your website. The difference from the traditional method is that Dynamic Remarketing stands alone in its ability to allow advertisers quickly and easily promote hundreds, if not thousands, […]

How I’d Optimize Google’s Google AdWords Ads

November 2, 2015


Maybe I’m an outlier but I rather enjoy seeing ads across the web. I don’t use ad block. I usually recommend to my fellow marketers that they don’t either. Why? It’s incredibly beneficial to review how different marketers present their services to the masses in different ways. I often find myself saying, “Wow, that’s a […]

Use 6 Great Reports in AdWords Report Editor

September 21, 2015


We’ve been using AdWords Report Editor since it was in beta and wanted to share some of our favorite features of this super-slick reporting tool. Not only is it really fast, not only does it produce beautiful charts and graphs to share with your co-workers and clients, but it also allows us to visualize data […]

How to Answer the Toughest PPC Questions

August 31, 2015


We get some really tough questions from time to time… Can you reduce our cost-per-acquisition by one hundred percent? Can we spend one million dollars next fiscal year and expect to improve our results? We need results by next month, can you accomplish this task? Can you do all of these things simultaneously? These are […]

Google Analytics RLSA Now Available

June 10, 2015

Announcing Google Analytics RLSA

If you’re familiar with Google AdWords and Google Analytics you are probably aware that both tools have Remarketing capabilities each with their own strengths and weaknesses. I have always recommended that advertisers use both to get the full range of targeting options available to them. In short, the Google AdWords Remarketing tag comes with Remarketing […]

Target AdWords Competitor Keywords the Right Way

May 13, 2015


Targeting your closest competitors names and brands with your keyword strategy is a commonly employed tactic across Google AdWords accounts. Unfortunately, using competitor names as keywords is typically among the worst performing tactics at our disposal if we are looking to drive traffic and conversions as our goals. Why? Google is very good at identifying […]

Brand Campaign Groups in AdWords Beta

April 15, 2015


Have you seen the brand campaign groups featured in your AdWords account? It’s still early but this seems like a great high-level analysis tool for any advertisers interested in building their brand. You can roll together your display targeting and video campaigns into a single campaign group for easy spend analysis. This reporting feature places […]

Test AdWords Call-Only Ads Before Phoning It In

March 26, 2015


The AdWords team has introduced a new ad type to the mix – Call-only ads. This is a great addition for those who value a phone call even more than on-site engagement. It’s perfectly understandable to be skeptical as new features like these can be unpredictable when introduced to an account. Don’t fear though because, […]

Stay On Schedule with AdWords Management Calendar

February 5, 2015


Optimizing and managing an AdWords account takes a lot of time. There are a lot of moving pieces in the AdWords puzzle and getting them to work together as a well-oiled machine takes regular maintenance. In fact, one of the most common questions we get in a LunaMetrics AdWords training is, “how often should I […]

4 AdWords Geo-Targeting Tactics to Optimize Across Multiple Locations

November 14, 2014


Tell me if this scenario sounds familiar. You want to build Google AdWords campaigns focused on your core audience and their associated geographic location. ROAS is of high importance and you want to focus on conversion optimization as a result. You also know that Google AdWords plays a large role in generating demand for your […]

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