Category: PPC


Our PPC team uses a variety of tactics honed over years of managing performance-driven PPC accounts. Today I want to share one, quite powerful tactic hiding in plain sight, disguised as a mundane account setting: ad delivery options.

  If we had to pick the most important metric for paid search, that’d be easy. ROAS, or Return On Ad Spend (this of course is excluding those really advanced folks that are pulling in margin to bidding). And the goal isn’t to necessarily maximize ROAS (though bigger is better), but to target the right  … Read more

ROAS is Return on Ad Spend. It’s the metric that combines cost (Ad Spend) and revenue (Return) into the most common KPI used to measure SEM performance. With a healthy ROAS, budget shouldn’t matter. It’s like the fountain of youth for your PPC campaign and your bottom line.

PPC

While Bing tends to imitate Google AdWords features long after we’ve already been using them, things have gone a bit differently with Image Ad Extensions. Google released image extensions in June 2013. But just a few months ago, while one of our clients was successfully utilizing the new feature, Google abruptly ended the beta and  … Read more

Gypsy’s Dispatches from the SEM Trenches While bid management and negative keywords are the most important day-to-day management tasks for Google Shopping campaigns, the Dimensions tab gives data geeks like myself a number of additional opportunities to maximize performance. Here are a few of my favorites: 1. Identify Outliers in Spend, Impressions, or Conversions The  … Read more

#google shopping