Paid Search

How a Local Business in Seattle Can Gain Street Level Insight in Google Analytics

July 8, 2014

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Did you ever want micro-level geographic information inside Google Analytics? What if you really need “street level” knowledge about your users; like where are they, what neighborhood are they in? Often, when we talk and write about Google Analytics we’re thinking about the big guys. National or even International traffic, filtering by country, comparing one region to another. […]

AdWords Remarketing Solutions: What are My Options?

July 3, 2014

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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

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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

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.

Google AdWords Call Extensions – How, Why and When

April 3, 2014

It’s no secret that we love Ad Extensions at LunaMetrics. Ad Extensions are the best way to enhance paid results on Google.com and provide searchers with the opportunity to dive further into your site, or, directly contact your business. Advertisers have a myriad of Ad Extension options and today, I’m going to make a strong case […]

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. […]

AdWords Conversion Tracking: BIG Changes.

March 3, 2014

Perhaps one of the biggest changes since the Enhanced Campaigns announcement, which seems like ages ago. Come to think of it, AdWords changes in the past year have been blowing my mind. From the Ad Rank calculation change, to the color scheme switcheroo and now a change in conversion tracking? Touché, AdWords, touché. If you […]

6 Display Campaign Lessons I Learned From My Mom

February 17, 2014

Some 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 […]

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, […]

Three AdWords Features to Test & Try in Q1

January 21, 2014

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, […]

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