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Archive for the ‘Paid Search’ Category

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…)

How to Audit Google AdWords Campaigns Before Launching

Auditing.

It’s tedious. It takes time. You’d rather quickly launch new campaigns to immediately generate data and analyze results. I get it – the anticipation is killing you!

That said, taking the time to thoroughly audit prior to launching will save you headaches, heart palpitations and not-so-fun conversations explaining why monthly budget depleted in two days.

This article provides a laundry list of boxes to check for new campaigns so that you can avoid this feeling:

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How to Use Google AdWords Paid & Organic Report

Want to see how PPC & SEO work together to achieve your campaign goals?  Curious if paid search is cannibalizing organic search traffic?  Well lucky for you understanding the dynamics of how paid and organic search listings work together got a little easier recently thanks to an improvement to the Google AdWords UI.  Paid & Organic reporting.

Advertisers can now link Google Webmaster Tools to Google AdWords which provides additional insight into the relationship between paid and organic search campaigns.  This fantastic new report is aptly named  “Paid & Organic”.

Using the Paid & Organic report helps prevent cannibalization and wasted AdWords budget by identifying SEO & PPC overlap.  The report effectively shows you any instances where a potential customer might have seen your paid search results, your organic search results, or…

wait for it…

BOTH paid and organic search results together on the same results page. (more…)

Sarah’s Favorite Things: Custom GA Reports and Segments for AdWords Traffic

Peanut Butter and JellyPeanut butter and jelly. Chocolate and marshmallows. Tequila and lime. Google Analytics and Google Adwords. In the colorful and delicious world of food (and data) pairings, some just stick out above the rest. And so it goes with GA and AdWords. In my time here at LunaMetrics, I’ve been lucky enough to learn a bunch of new tricks in GA for helping me to better analyze and understand how AdWords campaigns perform after the click. So on today’s show, I’d like to talk about a few of Sarah’s Favorite Things, namely, the go-to advanced segments and custom reports that I use to quickly parse and separate data for easier digestion. (more…)