AdWords Remarketing for search allows you to change your bid for a keyword if the user has been to your site before. Here are some interesting tactics to utilize this new feature: Drive Incremental Sales With High ROI Its hard competing with broad keywords while maintaining your ROI goal, as a result these broad keywords […]

Using broad match as your keyword discovery tool will help you expand the keywords in your account and once you have found good performing keywords its smart to add them as phrase and exact match too. With the same keyword on broad, phrase and exact match, results can be segmented based on match type and […]

It’s smart to build out separate campaigns targeted to mobile and tablet devices exclusively, as this can lead to much higher efficiency, but the problem is keeping all of these duplicate campaigns up to date with your desktop campaigns. You may add new keywords that perform well on desktop but neglect to add them to […]

An ad that is shown in the top position usually has a much higher click through rate than an ad shown on the side. If you could get your highest performing keywords in the top position more often it can pay big dividends in volume and revenue. How do you identify those keywords that aren’t […]

Paid search is subject to the law of diminishing marginal returns where the last dollar spent has a lower ROI than the first dollar spent because the most cost-effective keywords are always purchased first. There are two constraints at work here: budget and search volume. With a limited budget you will bid on the highest […]

Quality Score, CTR, conversion rate, – all are a means to an end. The end for all paid search is profit. If you know what your costs of good sold is and what your cost per conversion is, then add them together minus your revenue and you can determine what your profit is. The trick […]

Retail stores have an important metric called “same store sales” which measures the percentage of change in revenue for stores that have been open for more than a year. This statistic allows you to determine what portion of new sales have come from sales growth and what portion from the opening of new stores. Although […]

Once you have organized your keywords into campaigns, one strategy is to triplicate each campaign so that you have one for each match type. When each campaign contains only one match type it allows you to break out your budget more effectively so that if the budget for those keywords are being throttled you can […]

When making decisions on changes to keywords based on conversion rate, cost per acquisition or any other sales metric, you may be hurting important influencing keywords that don’t get the last click but drive sales nonetheless. AdWords helps attributing credit where credit is due so that you aren’t too quick to bid down a keyword […]