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.

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, […]

3 Advanced Tips to Bolster AdWords Display Campaign Performance

January 7, 2014

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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

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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

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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 […]

Scary Good Google AdWords Tricks & Treats for Any Account

October 17, 2013

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Learn 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.

How to Use Google AdWords Paid & Organic Report

September 16, 2013

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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 & […]

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

July 30, 2013

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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. […]

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