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.

Prep Your PPC for the Holidays

October 14, 2014


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


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


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


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


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


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


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, […]

3 Advanced Tips to Bolster AdWords Display Campaign Performance

January 7, 2014


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 […]

An AdWords Wishlist for Google Claus

December 3, 2013


Alas, 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 […]

6 Landing Page Optimizations You Need to Know

November 4, 2013


All 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 […]

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