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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 reaching 90% of the people on the Internet. Display ads appear in many different formats …

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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 Impressions Top & Absolute Top, and Average Session Duration. Using these metrics can give you …

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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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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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