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.

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 […]

Scary Good Google AdWords Tricks & Treats for Any Account

October 17, 2013


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


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


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. […]

The Essential Google AdWords Starter Guide

May 30, 2013


What 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 […]

3 Easy Steps to Reach Facebook Users with Video Ads Right Now

May 14, 2013


It’s safe to say that and are the #2 and #3 most visited websites on the world wide web (behind only  No big secret there.  It’s also pretty safe to assume that you or someone you know has shared a YouTube video on their Facebook Wall.  Also not a life-changing revelation.  What […]

PPC & SEO Synergy

April 22, 2013


In digital marketing, cannibalization occurs when a paid search ad “steals” traffic away from an organic listing.  You’ll typically find questions associated to this topic like, why should I bid on my brand name keywords?  Or, why should bid on keywords that I rank #1 for organically? Let’s put these questions to rest once and […]

Using Proper Call-to-Action in PPC Ads

April 3, 2013


You’re a paid search manager.  You’ve optimized your campaigns’ settings for efficient use of the budget.  You’ve spent countless hours conducting keyword research.  You’ve built tightly themed campaigns and ad groups.  You’re already on the fast track to success but do NOT stop there! Writing effective ad copy is next on your checklist, but how […]

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