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Speed Tweak

Learn speed techniques you can use to increase page download speed. Speed Tweak of the Week shows how to optimize XHTML, CSS, JavaScript, graphics, and other web page components to maximize web site speed and usability.

PPC Optimization: Smart Display Campaigns

Like Smart Search Campaigns do for Search Campaigns, Smart Display Campaigns automate much of the semi-manual process of setting up and running a regular display campaign in Google Ads. The Google Display network has a vast reach of over 2 million sites …

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PPC Optimization: Early Warning 2

In a previous article, we wrote about early warning signals that can help you optimize PPC ads faster using Phone Calls and PTR (phone through rate) data. In this follow-up article we explore additional metrics to help optimize PPC ads faster, including …

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PPC Optimization: Optimizing Smart Campaigns

In July 2018 Google rolled out Smart Campaigns in Google Ads in the US. Smart campaigns are designed for small businesses without a dedicated marketing staff. Semi-automated and self optimizing Smart campaigns are designed to drive leads and traffic with …

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PPC Optimization: Minimize Learning Mode

In Google Ads the bid strategy you choose determines how Google calculates your ad bids. Different bid strategies have different uses and advantages, and include manual and automated bid strategies like “Maximize Clicks” and “Target CPA” (see Figure 1). Depending …

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PPC Optimization: Using Call-Only Ads in Search Campaigns

Call-only ads are a good way to drive calls to your business directly from ads. Call-only ads are only shown on devices that can make calls, such as smart phones. Over time however, we’ve found that in some highly competitive …

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PPC Optimization: Dayparting Display Ads

Display ads are a good way to advertise to a large audience at low cost. You can maximize your PPC campaign effectiveness by strategically targeting the demographics and schedule of your audience. This article shows how to “daypart” the ad …

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Third Party Services Slow Website Performance

Over the past few years, ecommerce sites have made a concerted effort to improve their shopping experience. Most ecommerce sites employ third party gizmos to add features like chat, recommendations, reviews, personalization and localization. The problem is, these third party …

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The Tracker Tax: How Third Party Trackers Impact Website Speed in the United States

Personal consumer data has become the oil of the 21st century. American companies are expected to spend close to $20 billion on consumer data in 2018 (New York Times 2018). Data trackers are the main way advertisers gather this valuable …

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PPC Optimization: Localize Ad Text

With Google’s new expanded text ads (90 characters vs. 45) there is more room to make your case to potential buyers. One of the best ways to optimize a PPC account is to improve the ad text. This article shows …

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Banner Ad Study: The Female Gaze

With the rapid growth of online advertising, viewer attention is becoming increasingly scarce. In 2018 alone, total media ad spending will rise 7.4% to $638 billion. Digital media will account for 43.5% of this total ad spend (eMarketer 2018) and …

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