Paid Search

How Many AdWords Accounts Should I Use?

March 9, 2016


This is a really great question and, as simple as it seems, an important one to consider before getting started with new campaigns. AdWords implementation is, unfortunately, never straightforward so do yourself a favor and answer a few questions before you create that first account. What Is Your Budget? Typically, larger budgets require greater segmentation. If […]

How Will Google’s Ad Layout Change Affect Me?

February 29, 2016


Recently, Google made some changes to the way it serves search ads on desktop, which impacts everyone in the search marketing industry. Now, 4 ads will be eligible to serve at the top of the page, and 3 will be eligible to serve at the bottom, shrinking the number of ads and pushing organic results […]

How Many Keywords Should Be In My Ad Groups? 4 NBA-Inspired Strategies

February 24, 2016

I’m one of the few LunaMetricians (and Pittsburghers in general) obsessed with basketball. When I read an awesome piece on the evolution of the game the other day I saw great parallels to AdWords & PPC in general, and specifically, as to how we use keywords to execute strategies: “The game of basketball is about […]

Choosing the Best Sitelinks for Your Campaign

February 8, 2016

Adding sitelinks to your campaign is a no brainer. As Michael wrote in his ad extensions blog post, Google has reported that sitelinks alone can boost your click-through rate by 30%. That’s huge! It’s no wonder that sitelinks are so popular. The purpose of this blog post is to give you immediate, relevant ideas on […]

Differences Between AdWords Conversion Tags & Google Analytics Goals Import

February 3, 2016

What is the difference between using Google AdWords Conversion Tags and importing Google Analytics goals? If you have found yourself asking this question, congratulations, you have moved into expert-level data analysis territory! This is a not-so-commonly asked question that can have a considerable impact on your interpretation of paid search data and your resulting campaign […]

Troubleshooting Common AdWords Editor Problems

January 7, 2016

I have a complicated relationship with AdWords Editor. It’s the cause of, and solution to, many of my paid search headaches. Without it, making bulk changes would be terribly complicated. And the ability to work on campaigns offline is clutch. But let’s not kid ourselves: it’s not the most intuitive piece of software ever built. […]

Paid Search & SEO Synergy Reloaded

November 30, 2015

As digital marketing consultants, we field a variety of questions and concerns from clients. Something that frequently pops up is apprehension to using paid search on top of SEO, for fear of “cannibalization.” “Won’t PPC just steal away my organic traffic?” “Why would I pay for an ad on a keyword I rank number one […]

Getting Started with Google AdWords Dynamic Remarketing

November 12, 2015

If you are not familiar with Dynamic Remarketing, it is very similar to traditional Remarketing; it allows you to reconnect with users who have viewed products on your website. The difference from the traditional method is that Dynamic Remarketing stands alone in its ability to allow advertisers quickly and easily promote hundreds, if not thousands, […]

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