The Mother Of Optimizations: Audit AdWords Keyword Selection and Management

Choosing the right keywords is crucial to finding success with AdWords. Equally crucial is mining keyword data via Search Query Reports to understand how your keywords relate to the user search queries across multiple match types. As you audit your AdWords keyword list, keep in mind that effective keyword management is equally about choosing the […]

The Mother Of Optimizations: Audit AdWords Bidding

When auditing AdWords bids, it’s important to keep in mind that there’s no one right way to approach bid strategy, and it can be difficult to judge bidding tactics and actions without context. With that caveat, consider these top factors when auditing AdWords bids:   Top-Level Insights:   Are multiple bid strategies being tested? — […]

The Mother Of Optimizations: Audit AdWords Landing Pages

It’s important to remember that AdWords only drives traffic to your site. The real challenge is getting them to do what you want them to do when they get there! Having relevant landing pages is crucial to this process. When users click on your ads, they have a certain expectation of what they’re going to […]

The Mother of Optimizations: Audit AdWords Ads

Your ads are the doorway through which the customer walks to reach your website and eventually become your customer. They often facilitate the user’s introduction to your brand, and represent a number of unique opportunities beyond organic search to deliver a better experience by connecting the user to what they want faster. Here are you […]

The Mother of Optimizations: Audit AdWords Account Structure

The way in which you structure and organize your AdWords account has a massive effect on your ability manage it effectively. There are a number of reasons for this, the two primary reasons being:   segmentation of ad serving — networks, ad types, bidding control, user intent and engagement ad pairing. organization — the ability […]

AdWords Optimization Hacks: Optimize With A Scalpel, Not A Hammer

AdWords throws a lot of data at you and I’ve talked a great deal about the dangers of getting lost in the numbers—not seeing the forest for the trees, optimizing based on too little data, and other common data pitfalls. This cautionary post will explore yet another important topic relating to effective AdWords management—why you […]

KPIs for Digital Marketing Measurement: Social Media Growth Metrics

The fundamental power of social media is twofold. It both enables you to interact—consistently and directly—with your users, as well as to facilitate virality by feeding the conversion people are having about your brand within their own social networks. This presents a unique advantage over other channels in terms of building loyalty, collecting feedback, and […]

KPIs for Digital Marketing Measurement: Organic Growth and SEO

When considering the right KPIs for measuring organic growth, it’s important to step back and remember the fundamental difference between SEO compared to other inbound marketing channels. For example, paid search is fast-paced. You can create an AdWords account, build a campaign, set your bids and start bringing traffic to your site in a matter […]

KPIs for Digital Marketing Measurement: 4 Ways To Measure Brand Lift

Many advertisers operate under the assumption that an effective accountability model cannot be applied to campaigns geared toward branding.  When it comes to campaign goals, it’s not uncommon to hear talk of “soft” metrics such as sessions, impressions, and view-thru-conversions. This does not have to be the case. As long as you’re clear about the […]

Viral Growth Hacking: Let Your Customers Do Your Marketing For You

What’s the only thing better than doing great digital marketing? Having your customers do your marketing for you! Viral Growth Hacking is all about achieving growth by enlisting the help of your current customers to spread the word and grow your brand. Why is viral growth important? Consider if every new customer you bring in […]

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