Stephen Kapusta

Stephen Kapusta is a 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.

Test AdWords Call-Only Ads Before Phoning It In

March 26, 2015

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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

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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

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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 […]

Prep Your PPC for the Holidays

October 14, 2014

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It’s that time of year again. We’re only a few short weeks away from the official start of the holiday season. Are your PPC accounts prepared? Check out these quick tips to jumpstart your online sales to this quarter.

8 AdWords Changes That Could Impact Your Account

September 4, 2014

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If you’ve been working with Google AdWords for some time, then you understand how quickly features and tools within the platform can change. If you’re new to the AdWords game, welcome to the ongoing challenges of AdWords management and optimization. With this in mind, I can’t stress how important it is to stay up to […]

AdWords Remarketing Solutions: What are My Options?

July 3, 2014

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If you haven’t heard about Google AdWords Remarketing by this point (1) get out from under that rock and (2) get back to the basics. Generally speaking, advertisers place a tag of some sort on their website. When a user reaches your website, the code snippet is fired on each pageview and subsequently cookies the […]

Creating Marketing Personas to Improve PPC Experience

May 7, 2014

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With minds constantly clouded by metrics and potential account optimizations, PPC account managers all too often overlook the most critical component in their marketing campaigns — Users.  By creating marketing personas we can keep users at top-of-mind and address them throughout the campaign build and optimization processes to prevent any potential oversight. However you refer to […]

Target Conversion Funnel in Paid Search Strategy

April 18, 2014

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PPC 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.

How to Choose the Best PPC Agency

March 18, 2014

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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. […]

Active View CPM Brings Change to Display Advertising

February 11, 2014

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The 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, […]

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