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Archive for the ‘Paid Search’ Category

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…)

6 Landing Page Optimizations You Need to Know

Landing Page Optimization Best PracticesAll 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 PAGES ARE THE MOST IMPORTANT PIECES OF THE SEARCH ENGINE MARKETING PUZZLE.

Think about it…

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Can Endangered Florida Manatees Increase Your Online Conversion?

Adorable Chubby Manatee at Sea WorldManatees, the gentle giant of the sea, were routinely hunted pre-historically by the Taino and other Caribbean people, for everything from their hides and meat, to their bones themselves, which were ground up to treat various ailments such as asthma. Hunting of manatees was banned in 1893, and so the question of whether manatees could also be used to increase your website conversion were generally thought to be unanswerable. Until today.

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New(ish) Need-to-Know about Google AdWords & Ranking

I literally laughed out loud after typing “New Need-to-Know about AdWords.” So, I changed “New” to “New(ish).” In the PPC world, if it didn’t happen five minutes ago, it’s old news.

There is, however, a pretty huge and recently rolled-out change that shook our PPC worlds at Luna. It was the kind of announcement that elicited the following response:

Ok…you don’t need to watch all six minutes and 32 seconds, but you get the idea. This update is pretty mind-blowing. (more…)

Scary Good Google AdWords Tricks & Treats for Any Account

PPC Tricks & TreatsLearn 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. (more…)

9 Rookie PPC Mistakes That Drive Me Crazy

We all make mistakes, that’s a given. And I’ve probably done at least a few of these on these least by accident in the early days of PPC management. Now that I have gained some sensei wisdom, I can say with some finality that there are just some mistakes that should never, ever happen. Go forth and learn.

1. Targeting display and search together – the gif sums it up pretty nicely. When you target these two networks together, Display will probably eat the lion-share of the budget, leaving little opportunity for Search to perform. You will see low CTR and low conversions. You’d have more fun throwing that cash-money out the window. (more…)