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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 consumer data. Trackers are small JavaScripts used by advertisers like Google and Facebook to monitor …

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PPC Optimization: Excluding ZIP Codes by Income

For cosmetic dentists, proper targeting is everything in PPC advertising. Cosmetic dentists typically target more affluent clients that can afford their smile makeover services. Marketing cosmetic services to your entire target geography does not make economic sense. A better approach is to only market to geographic areas that can afford your services. This article shows …

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PPC Optimization: Ad Title Tweaking

In our continuing series on PPC optimization this time we look at optimizing text ad performance by tweaking ad titles. Technically called the “Business Name” field, we’re calling it the ad title for brevity. By isolating higher performing ad text you can vary different parts of similar ads to see which variant performs better. This …

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Optimizing PPC Campaigns with Experiments – Target CPA vs. Maximize Conversions

Continuing our ongoing series on PPC optimization, this time we look at PPC drafts and experiments. Drafts and experiments lets you propose and test changes to your Google Adwords search and display campaigns. Using experiments you can optimize the performance of your campaigns to squeeze more leads our of less spend. This article shows how to set up a PPC experiment for a dental client.

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