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Archive for the ‘Paid Search’ Category

6 Display Campaign Lessons I Learned From My Mom

display campaign lessons from my momSome of the best advice I live by comes from my mom (hi, Mom!) and as much as it pained me to hear it as a child, there have been many moments in my adulthood when that advice came in handy, or would have come in handy if I had just listened. Like that one time I decided I was too tired to take the smelly trash out and the next morning, I awoke to the pungent smell of fish. Or that other time when I couldn’t keep my mouth shut and hurt someone’s feelings by accident. Or even better, that one time I bought a cute pair of shoes instead of food and wondered  why I was eating Ramen once again for dinner.

We’ve all been there at least once (twice, thrice…). Right?
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Active View CPM Changes Display Advertising Forever

Google AdWords Active View CPMThe 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, good… me neither.

The goal of the CPM advertising model is a very simple one at its root.  The advertiser seeks to expand advertising reach and ensure that ads have been viewed by as many users as possible.  Seems simple enough, and, conceptually, it’s a sound strategy.  Unfortunately, the cold, hard truth is that there has always been one unavoidable problem: measurability.

No worries though. We can kiss this problem goodbye with the advent of Active View CPM, because this bidding model guarantees that your ads are seen.  Display advertisers everywhere, REJOICE! (more…)

Three AdWords Features to Test & Try in Q1

It seems like just yesterday I was writing about my favorite and most earth-shattering AdWords changes of 2013. Now, we are more than halfway through January (where does the time go!?) and it’s time to think about your AdWords goals, or evaluate the new things that you’ve tested this year, if you haven’t already.

Originally, I started writing this article about features to try in 2014, but then immediately thought, “Alyssa – you know that there probably be thousands of changes in 2014.” Thus, the title of this blog changed from “features to test & try in 2014″ to “features to test & try in Q1.” Ready, set, go!

blog post 1

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Getting Started with AdWords Location Based Bid Adjustments

The Possimpible with AdWordsIf any of you are like me, you hear/read about a great idea but then you’re often left with the question – “But where do I start?” For me, it was the simple matter of using AdWords location-based bid adjustments. The theory is awesome: You set a positive or negative percentage on a city, state, or country that will tell AdWords to raise or lower your Max CPC bid on a keyword by that percent. So for example, if you wanted to raise your keyword bids 15% in New York City, you indicate it in the Campaign Location Settings by adding a 15% next to NYC. If you want to lower your keyword bids in Washington DC by 20% you indicate it by adding a -20% as the location adjustment. All of this sounds grand. But how do you actually discover a good percentage point to start with per city/state/country? Well I’ll get there, but first you need to discover what areas you are performing well in. (more…)

3 Advanced Tips to Bolster AdWords Display Campaign Performance

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 don’t give up just yet.  Test the advanced tips outlined below to get your display campaigns back on track and running smoothly in no time.

Whether you’re looking to generate conversions or build brand awareness, display campaigns can be an incredibly effective advertising outlet when everything is set up correctly.  You obviously knew this or you wouldn’t have jumped in to the world of display advertising head first.  So resist the temptation to quit and test some new display options now.
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Google AdWords – A Year in Review

It’s that time of the year when people reflect on what they’ve accomplished, learned and mayyybbe a few goals from 2013 to push to 2014. Bloggers undoubtedly fall into this category. The SEM blogosphere (which is an official word on Merriam-Webster) is flooded with articles about goals and learnings from 2013.

I’m taking a similar approach but also using this as an opportunity to do a “year in review” of 10 Google AdWords biggest changes and best additions. If you are familiar with LunaMetrics, you know that we run Google AdWords trainings all over the country. To say that we updated our training slides a few times this year to keep current would be an understatement. AdWords kept us on our PPC toes. Perhaps this list of changes and additions in 2013 will introduce you to a new feature or provide a friendly reminder that it exists!

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2013 PPC Resolution Check-in

PPC Resolution Check-InBack in December 2012, I wrote a blog post that covered my 2013 New Year’s Resolutions for PPC. And with the year nearly come and gone, I figured I could take stock of what I committed myself to – and it was a mixed bag. There are definitely a few items I can confidently check off my list, but with others I’m sad to say, I know I could do better. So I set out to grade myself.

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An AdWords Wishlist for Google Claus

Google AdWords WishlistAlas, 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 Dickens-esque intro out of the way…

I’ve been a really, really, reeeaaalllyy good PPC analyst this year.  So, I surely must have made the big guy’s “Nice” list.  What better time to take a moment to compile my Google AdWords wishlist and e-mail it off to Santa [Clara]?  What I really want this year is to spread the joy of PPC to the needy SEMs in the world.

The AdWords wishlist that I’m sending to Google Claus would simply ask for a short list of “improvements” I’d like to see from the Google AdWords platforms in the months ahead.  Without further adieu…

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A PPC Retail Advertiser’s Guide to the Holidays

Ah…the holidays. Countless hours of precious time spent with family, friends and if you manage a retail account – Google AdWords. Knowing what I know now, however, there’s lots of prep work that I’d recommend implementing up front to streamline budgeting and flipping creative so that you can spend more time managing and making decisions to result in a profitable holiday season.

I’ll outline four strategies and tips to keep in mind as you finalize plans around Black Friday, Cyber Monday and the entire month of December. Here’s the goal for your sanity during holiday PPC management:

Not this:                                                                                Rather, this:

avoid this            do this

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The Quick and Dirty Rundown of AdWords Estimated Total Conversions

On October 1st, Google AdWords announced two new conversion types that are intrinsically tied together – Estimated cross-device conversions and Estimated Total Conversions. On November 12, Google also announced the newest Conversion roll out called Calls as Conversions. This is an unsurprising development since the debut of Enhanced campaigns and, more importantly, the change in Google’s privacy policy in early March. For us marketers, this is a pretty cool advancement in conversion tracking for AdWords. These two new conversion types will help us optimize campaigns in a new (and perhaps more effective) way than before. The ability to see how your audience finally completes a conversion is invaluable information. Below is a brief round-up of both types of conversions: (more…)