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Archive for the ‘Paid Search’ Category

Measuring Sitelinks Performance in AdWords & Google Analytics

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The most common questions about AdWords sitelinks are what, why and how. At this point, the what and why are fairly common knowledge. Here is a 10-second refresher since it’s already been a long day and those neurons are no longer firing like they once were.

What are sitelinks? These ad extensions are links (and sometimes additional copy) below the traditional ad that help users navigate to a more specific destination.  You can see “About PPC Seminars” and “More Locations” in the ad above.

Why are sitelinks valuable? We have a million* reasons to use sitelinks. To name a few: more visible ads, improved CTR, higher Quality Score, and better user experience with fewer clicks. This Google resource has a few more.

*By million, I mean 8-10. But it feels like a million.

The more interesting conversation stems from sitelink performance and how to measure their effectiveness. (more…)

4 Key Mobile AdWords Strategies for 2015

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It seems that marketers ignored mobile users for the longest time but are finally rethinking this strategy. Today’s devices are no less than tiny laptops offering incredible specs, brilliant displays and pretty awesome features.

Plus, data about mobile users tells us they research, they look for local stores, and they buy on their devices. How could marketers ignore this?

Some still question why we would want to go after this traffic and point to Google Analytics data that shows mobile users spend less time on our sites, have a higher bounce rate, and are often less engaged.

The valuable part of mobile traffic is how users are using it. Mobile users look for local businesses with an intent to visit, have a higher local purchase intent, and also do valuable product & service research that will lead to desktop conversions later on.

In fact, Radio Shack pushed mobile users to a Store Locator tool through their Adwords ads and measured 40-60% of those clickers actually visiting a store.

This means advertisers have to use specific targeting and campaign intent when chasing mobile users. Fortunately, it’s very easy to target mobile users in Google AdWords. Let’s look at some different models that will make the best use of mobile behaviors: (more…)

Stay On Schedule with AdWords Management Calendar

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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 perform certain tasks in my account?” Which is always quickly followed with, “what should those tasks be?”

Don’t fret! We’re going to help you prioritize your day-to-day management and get you on the right track fast by breaking down the bare necessities and providing you with an AdWords management calendar. (more…)

AdWords Training: Are Online or Offline Courses Better?

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Let’s start by clarifying that neither option is better than the other. It’s all about which is better for you and your learning style. I am simply here to help you make that decision by outlining the advantages of each.

Admittedly, I will confess my personal preference early and often so you know where I stand, as both an AdWords trainer and attendee, but you may disagree. For some, note-taking in a bath robe trumps face-to-face Q&A. I totally understand that, especially if you have one of those plush terry cloth robes that feels like being hugged by a cloud on a sunny day.

Both online AdWords training and offline courses have clear advantages. Let’s discover which ones are best for you. (more…)

LunaMetrics Top 10 Blog Posts from 2014

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A new year brings new opportunities, new chances for self-improvement, and inevitably, reflection on the previous year. I’ve pulled out some of our most trafficked and most popular blog posts from the past year and listed them below.

It’s no coincidence that the categories of the posts are reflective of LunaMetrics as a company. There are entries from our main focuses on Google Analytics, Google Tag Manager, and the broad world of Search.

There are simple explanations of complicated topics, new ideas to ponder, and ways to make your life easier. As 2015 gets underway, you can expect more great content from our expert LunaMetricians. (more…)

Linking AdWords to Google Analytics & Webmaster Tools

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Roughly 85 percent of Google queries are not new searches. The majority of searches are old favorites that are asked nearly each day.

The same is true at our Google AdWords trainings where FAQs dominate Q&A. People tend to struggle from similar obstacles year after year, whether it be match type or account settings or whatever.

Somewhere just beyond Michael’s top 5 common PPC questions is linking Google Analytics and Google Webmaster Tools accounts, a question that we hear at most AdWords training sessions.

“Why can’t I see my AdWords data in my Google Analytics?”

(more…)

4 AdWords Geo-Targeting Tactics to Optimize Across Multiple Locations

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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 products, so brand awareness and overall ad reach are both important to you as well.

Expectations are high. You’re feeling overwhelmed. You’re not sure where to start.

Relax. Take a deep breath. You’re not the only one. Plus, you’ve come to the right place.
(more…)

10 Years of Digital Marketing Trends in 10 Graphs

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Each year about this time, digital marketers are bombarded by reviews of industry trends and projections on what’s to come. It’s all 5 Content Marketing Lessons from 2014 and Secret Strategies for SEO Success in 2015.

This is not one of those posts.

Leave your marketing plans in the drawer and forget your keyword research docs. This won’t help you with them. Think of it more like hump day material to take a break from the inbox and reflect on how much our industry has changed over 10 years.

Here are 10 graphs from Google Trends (focused on the US for consistency and accuracy) that illustrate how we have evolved and why we will all have “hacker” or “influencer” in our job title some day. (more…)

Prep Your PPC for the Holidays

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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. (more…)

How to Learn PPC from the Ground Up

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During the start of my professional career, I stubbornly favored SEO and never entertained the idea of picking up some PPC skills in my free time. As time went on, the sands began to shift and I was asked to do some “light” work in paid advertising. I quickly became overwhelmed by the complicated user interface that had enough options to keep you clicking for days.

The flaw in my approach is obvious now, but hindsight is 20/20. I tried to jump into the middle of an intricate setup and understand it by clicking around, which was ineffective and a waste of my time. It was then that I realized I had to learn PPC from the ground up.

I learned the most and the fastest by planning, creating, managing, and tweaking my own AdWords account. These are the three most insightful things I learned from building a paid search account from the ground up: (more…)