PPC Optimization: Smart Display Campaigns

Learn how to set up a smart display campaign in Google Ads. Smart display campaigns use Google's artificial intelligence to create responsive display ads on the fly using the best combination of assets. more »

By website optimization on 15 Nov 2020 AM |

PPC Optimization: Early Warning 2

You can get an early indication of ad performance using early warning metrics in Google Ads. Impressions Top, Absolute Top and Average Session Duration can help you triage low performing ads and boost high performing ones.

By website optimization on 26 Apr 2020 AM |

PPC Optimization: Optimizing Smart Campaigns

You can optimize Google's Smart Campaigns with the proper setup and maintenance. Start with a limited number of text ads and product or service categories and prune undesired search phrases as necessary. more »

By website optimization on 29 Sep 2019 PM |

PPC Optimization: Minimize Learning Mode

By planning ahead and batching your changes, you can minimizing learning mode in Google Ads. Reducing the amount of time your campaigns are in learning mode will help you fully utilize your budget and PPC ad campaigns. more »

By website optimization on 14 Jul 2019 PM |

PPC Optimization: Using Call-Only Ads in Search Campaigns

Learn how to mix call-only ads with text ads in Google Ads. Boost quality scores and leads with this PPC ad mixing technique. more »

By website optimization on 8 May 2019 PM |

PPC Optimization: Dayparting Display Ads

Dayparting your PPC ads can make your campaigns more efficient. Learn how to schedule your display campaigns for the times when people are most likely to convert. more »

By website optimization on 6 Mar 2019 PM |

PPC Optimization: Localize Ad Text

Localizing ad text can boost CTR significantly. Adding some local geography to our text ads boosted CTR by over 90%. more »

By website optimization on 7 Dec 2018 AM |

Banner Ad Study: The Female Gaze

This eye tracking study found that females pay more attention to banner ads with discounts and models. more »

By website optimization on 19 Nov 2018 PM |

PPC Optimization: Excluding ZIP Codes by Income

Excluding lower income ZIP codes is a more precise way than Google's household income method. This article shows how to exclude lower income ZIP codes within your target geography in Google Ads. more »

By website optimization on 25 Oct 2018 AM |

Effectiveness of Search Engine Marketing Channels

Digital ads will make up 50% of all ad spending by the end of 2018. This article summarizes an empirical study that ranked digital advertising channels by their effectiveness on sales. Natural SEO and PPC came in first and second for sales effectiveness. more »

By website optimization on 1 Oct 2018 AM |

PPC Optimization: Avoid Over Optimization

Turns out you can go too far in PPC cost optimization. Learn how to avoid the dreaded "limited" campaign status in Google Adwords. more »

By website optimization on 12 Aug 2018 PM |

PPC Optimization: Ad Title Tweaking

Learn how small changes in ad text can make big changes in performance. By varying our Ad Title text we improved ad position from 2.4 to 1.0. more »

By website optimization on 28 Jun 2018 PM |

PPC Optimization: Enhanced CPC & Maximize Clicks

In this case study we tested a low-ball ECPC Max Clicks bid strategy against Target CPA. The low-ball strategy reduced the cost per conversion by more than 35%. more »

By website optimization on 14 Jun 2018 PM |

Optimizing PPC Campaigns with Experiments

Learn how to use PPC experiments to optimize the performance of your Adwords campaigns. In this dental case study we lowered our cost per conversion by 15% and improved our overall conversion rate by 7 percentage points, squeezing more leads our of our budget.

By website optimization on 31 May 2018 PM |

Optimizing PPC Callout Extensions

Optimizing ad callouts can improve PPC ad text performance. Learn best practices to writing and optimizing high performing callout extensions. more »

By website optimization on 15 Apr 2018 PM |

PPC Optimization: Ad Text

Learn the best practices of PPC ad text optimization. Use your limited space wisely and follow (or break) these guidelines to find the best ads. Iterate these alpha ads, then rinse and repeat. Even small changes can have big effects. more »

By website optimization on 13 Dec 2017 PM |

PPC Optimization: Call Only Ad Extensions

Adding ad extensions to Call Only campaigns can boost click-through and conversion rates. more »

By website optimization on 7 Dec 2017 AM |

PPC Optimization: Early Warning

In Google Adwords, you can use phone call metrics as an early warning system to optimize text ad conversion performance. Avoid scary PPC ad spend using fast-reported phone calls. more »

By website optimization on 31 Oct 2017 AM |

PPC Optimization: Wordplay & Humor

Humor and wordplay can make your advertising stand out from the crowd. Unexpected word combinations and humor attract valuable attention and can garner higher PPC click-through and conversion rates. more »

By website optimization on 14 Oct 2017 PM |

PPC Optimization: Strange Attraction

Learn how using strange attraction in your ad text can lower CPC and boost CTR and conversions. Grab attention with letter and symbol combinations to optimize PPC campaigns. more »

By website optimization on 25 Aug 2017 AM |

PPC Optimization: Abbreviate Ad Text

Abbreviating key phrases in PPC text ads can lower CPC and the cost per conversion. Our otherwise identical text ad with "Michigan" abbreviated to "Mich" decreased the cost per call by more than 35%, and increased the conversion rate by 33 percentage points. more »

By website optimization on 26 Jun 2017 AM |

PPC Optimization: Be Specific

Using specific copy in your PPC ad text can improve conversion rates. Giving searchers ad text that more closely matches their search queries gives them results that more closely match their goals. more »

By website optimization on 31 May 2017 PM |

PPC Optimization: Experiments in Punctuation

By varying the punctuation and plurals within your text ads, you can optimize their conversion rate and cost per conversion. This article shows a case study of call only text ad optimization. more »

By website optimization on 30 Apr 2017 AM |

PPC Optimization: Ad Text Position

Leading with benefits can improve PPC text ad conversion rates. We show a case study that improves conversion rates by 1.8X. more »

By website optimization on 30 Mar 2017 AM |

PPC Optimization: Display URL Expansion

By including keywords or calls to action in your display URLs you can boost text ad performance in Google Adwords. This article shows a real-world example of display URL optimization. more »

By website optimization on 26 Feb 2017 PM |

PPC Optimization: Gender Targeting

In Google Adwords you can optimize conversion rates using gender targeting. Learn how to squeeze more leads out of your PPC spend by targeting high performing demographics singly or in combination. more »

By website optimization on 16 Dec 2016 PM |

PPC Optimization: Age Range Targeting

You can target specific age ranges in Google Adwords to optimize conversion rates. By tweaking the bids on high performing age ranges you can tilt your campaigns to those folks more likely to convert. more »

By website optimization on 1 Dec 2016 AM |