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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 minimal setup and maintenance (see Figure 1). While it may sound like an oxymoron, Smart …

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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 on your ultimate goal, leads, conversions or traffic, there are one or more bid strategies …

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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 schedule of a display campaign. What is Dayparting? Dayparting is the process of scheduling your …

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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 scripts extract a cost: inconsistent website performance. The Growth of Third Party Services With the …

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