Blog

The Full Picture of Paid Search & Its Impact on Total Site Performance

After launching paid search in August of 2020, we monitored site traffic and conversion, as well as overall search interest for the brand. As we reviewed that data, we found evidence of a broader, positive impact on brand awareness, direct site traffic, and on-site conversion in other channels, particularly direct and organic traffic. What we…

Read more »

Are you Running a Holistic Search Marketing Strategy?

Why proper attribution in search is more complex than your reports tell you. In our interactions, we find that upwards of 80% of clients and prospects that come to us are reporting on paid search and organic search as two separate channels with siloed analysts or agency teams. To a certain degree, this makes sense…

Read more »

Comping COVID

Making Sense of Volatile 2020 Performance in Paid Search There’s no question that 2021 will be a strange year for advertisers; that’s essentially baked into the cake when you’re ‘comping’ a year as aberrant as 2020. Revenue growth tended to vary widely by industry in 2020, primarily determined by whether COVID-19 policy, and subsequent changes…

Read more »

7 Reasons to Audit your Search Campaigns Right Now

7 Reasons to Audit Your Search Marketing Campaigns Right Now. Managers and business owners often become accustomed to looking at topline performance numbers in PPC. If we’re up, “great, all is well.” But, this management style creates an environment that encourages “good enough,” in spite of all the opportunities and efficiencies there are to chase….

Read more »

Five Google Ads Audience Best Practices in an Age of Automation

Has your audience strategy kept pace with recent automation enhancements? With Black Friday only a few days away, we’re on the cusp of a period of heightened e-commerce activity that’s all the more critical given the challenges retailers face in 2020. During the crucial upcoming weeks, it is imperative that your audience strategy is tailored…

Read more »

Cyber Weekend: Successfully Navigating Conversion Rate Volatility With Bid Automation

With only a few weeks until Cyber Weekend, limited time remains for dialing in your bid automation strategy. Algorithmic bidding, while powerful, also has its limitations. One of those limitations—sub-optimal performance during periods of significant conversion rate volatility—is particularly pertinent to advertisers during the holiday season. Understanding this limitation, as well as strategies for mitigating…

Read more »

Your Keyword Matching and Landing-Page Combos Are Leaking Ad Dollars

The Surprisingly Common Mistakes That Drain Money From Text Ad Campaigns Setting up paid search text ads seems quite straightforward. You have an ecommerce page with products, and you’ve identified the keywords you want to target to drive qualified traffic. But in practice, mistakes are surprisingly common because running a robust campaign requires diligent oversight….

Read more »

A Simple Framework for Thinking About Competition, Click Volume & Average CPC

While Auction Insights reports are a critical tool for monitoring changes in competitor impression share, it’s also important to understand the many ways in which increased competition can express itself in account performance. We all know increased competition in Google Ads auctions negatively impacts performance by making clicks more expensive. And yet increased competition isn’t…

Read more »

Join us for Office Hours

You’ve got questions, and we’ve got answers. Every Thursday at 1:00PM EST, we’ll host an open discussion that’s completely free of sales pressure or obligation. We’re happy to just hear where you’re struggling in search marketing and provide guidance in an informal setting. Come with any questions or challenges you’re facing: How can I assess…

Read more »

Writing for the Reader Is Good SEO

It seems obvious, but in an SEO world where content creators and copywriters are constantly bombarded with technical tips and grey hat copy hacks, it’s easy to lose sight of whom (not what) you’re writing for. Search engine algorithms are constantly being updated with a single end goal in mind: to deliver the most relevant…

Read more »

UX to Become a Google Ranking Factor

Google announced on 5/28 plans to release a new ranking algorithm that will quantify a user’s perceived experience (UX) when determining rank for a particular page, or website. This update is not expected to go live until 2021, but it will mark the first time Google will officially take user, or ‘Page Experience’ into account…

Read more »

When and How Often Should You Update Your Content?

Now, always, and forever. That’s not just a wedding vow. Updating content is as important as creating a new piece, and you should always be looking at ways to refresh and improve your blog posts, evergreen content, and visual media. As you’ll see, there are nearly endless reasons to update your content, and likely, many…

Read more »

Growth vs. Profitability

When considering your initial investment in paid search, you’ll have to make a fundamental decision about whether to prioritize growth or profitability. There is no avoiding the tradeoff between these two goals for the simple reason that paid search auctions are very competitive. This is especially so in verticals with entrenched players. These advertisers have…

Read more »

Build a Winning SEO Strategy in Today’s Economic Climate

Back in April, one of our long-time partner agencies, CimCloud, hosted Ken for a webinar to discuss SEO and Content Marketing as areas for investment with the backdrop of 2020’s macroeconomic environment. The presentation walks through some areas that are specific to the CimCloud e-commerce platform, but most of the conversation is applicable to all….

Read more »

Keeping Up With Structured Data & Product Data Quality

In the world of e-Commerce and online retail, structured data is old news by now. In 2011, Schema.org launched as a collaborative project between the “Big 3” search engines: Google, Bing, and Yahoo! (Russia’s largest search engine, Yandex, soon joined the effort.) The goal of this initiative was to create a standardized method for websites…

Read more »

9 Key Strategies for Effective PPC Ad Copy

Paid search ads are small but mighty. When written well, they inspire click-throughs to your landing page. When poorly written, searchers will bypass your ads, or—even worse—click through only to not find what they expected. The most effective paid search ad copywriting draws qualified searchers and drives qualified click-throughs. In other words, the copy attracts…

Read more »

The 800-Pound Gorilla NOT in the Room

COVID-19 is taking its toll on search marketers in the form of slashed budgets and reduced consumer demand. In this difficult (and worsening) macroeconomic environment, it can be easy to ignore one search-specific tailwind that many Google advertisers are currently enjoying: the absence of Amazon in both Google Shopping and text ads. While Amazon has…

Read more »

Being Realistic About ROAS

‘What should my ROAS target be?’ is a common question for advertisers new to paid search, but one that’s surprisingly difficult to answer. The difficulty lies in part in its subjectivity: There’s no right answer for all businesses; there’s no industry ‘best practice.’ Ultimately, the right ROAS target will depend on business priorities (growth versus…

Read more »

COVID-19 Device Impacts

As COVID-19 continues to affect the dynamic search marketing landscape, we’re monitoring our client portfolio for trends, opportunities, and learnings. Most of our guidance during this time has focused on the increased volatility in search due to rapidly shifting consumer behavior and changes in competitor strategy. But while increased volatility creates challenges, it isn’t especially…

Read more »

Bottom of the Funnel Content Marketing Strategies that Build Confidence

When customers reach the lower half of the marketing funnel, they’ve already done their research. At this point, they’re seriously considering spending money on your product or services. But they’re also considering spending money on the products or services of your competitors.    Bottom of the funnel (BOFU) content—detailed, helpful, and engaging blog posts and articles—can…

Read more »

Is Your Agency Asleep at The Wheel?

5 Warning Signs Your Agency Doesn’t Have an Automation Strategy Since its launch in 2016, Google’s Smart Bidding technology has proven its value. Companies of every size are using the machine learning tool to automate bids and maximize conversions—including within specific targets such as ROAS or CPA.  But bid automation is not without risks. Optimizing…

Read more »