Category: PPC

I don’t know the first difference between a catalytic converter and an ignition coil, but I do know that I need them to work properly, and if they don’t work, I need to trust that my mechanic knows the difference. If you’ve never been trained in Paid Search, finding someone to trust with your Google  … Read more

The Guidance You Need to Navigate the Ever-Changing World of SEM in 2019 I started in Search Engine marketing in 2014; five years in the SEM space may not seem like a long time, but man, have things come a long way. Automation is at an all-time high, mobile is finally a big deal, and  … Read more

How to solve your Google Audiences problems 20 out of 25 Paid Search experts mentioned Audiences as an important PPC trend to be aware of in 2018[1]. So why do I hear time and time again from clients that “audiences don’t work” for them? Audience strategy can be complicated, and difficult to measure or execute,  … Read more

In a previous post, we showed you how to investigate a shift in performance using our Search Data Map. Now let’s dig into scenarios with three common trends that can impact performance and how this map can help you understand these trends and optimize your account. Scenario 1: Drop in Conversion Rate You’re focused on selling  … Read more

Everyone is now opted in to the new AdWords UI, but not everyone is excited about it. Remember when Facebook changed its UI in 2010 and people were outraged? Below are two screenshots of Facebook when I joined in 2007 versus when it was redesigned in 2010. Can you imagine going back to either of  … Read more

Driving yourself crazy looking for new Paid Search Strategies for Holiday? Well, Stop! The most successful clients during holiday are the ones who do the same thing they’ve been doing all year only BIGGER. Spend more money, get more clicks, see more orders & higher revenue, but do it the same way you’ve been doing  … Read more

In a previous post, I explained how to use low-priority shopping campaigns to segment traffic and products by search queries. In this post, I’ll explain how to use high priority shopping campaigns to segment products by performance. This is a powerful tactic and one we use frequently. To give you a sense for the value  … Read more

Understanding the Value—and Limitations—of Marketing Attribution Systems Digital marketing continues to expand, both in scale and opportunity. A decade ago, digital marketers were limited in the ways they could connect with customers, but now have a multitude of display opportunities: paid search (text and shopping), marketplaces with Amazon and eBay, video, and myriad social channels.  … Read more

Recently, Bing officially made a much-awaited announcement: the release of their new beta, Custom Audiences, set to launch today. This new beta will be familiar to many e-comm marketers as it presents similar tools as Customer Match lists on Google, which was released in Q4 of 2015. Generally speaking, customer audience segments allow you to  … Read more

Before coming to Wheelhouse, I worked in a traditional marketing setting that focused more on project management than data analysis. Those of us in the digital marketing field, specifically paid search, know that performance analysis is the brain of our business and drives our decision-making process. So being able to understand and analyze the cause and  … Read more