Jeff Stevens's blog
You may remember that in early November 2013 Google rolled out a new AdWords campaign type called “Search Network with Display Select.”For advertisers, we now have a serious option to consider when debating the merit of running a combination search and display network campaign. In the past, we were able to simply combine both the entire search and display networks into one “hyper” campaign.
This presented a unique opportunity to seriously expand your reach and generate potentially valuable impressions, clicks and conversions across a broad range of web assets.The results, however, usually were not that great. I can corroborate this. Rarely do I see accounts that actually use this combination campaign type, and when I do, I recommend splitting up campaigns based on their network tar... > Read more
Choosing a Network: AdWords and BingWhen planning your AdWords and Bing advertising campaigns, you will need to identify and select the specific “networks,” or combination of networks, that your paid ads will be shown in.Both Google AdWords and Bing Ads have a couple networks to choose from, each offering its own unique marketing opportunities, advantages and disadvantages.
In this post, I’ll define each PPC advertising network that is available to you when using Google AdWords and Bing Ads.Google AdWords PPC Advertising NetworksGoogle allows you to advertise on two types of paid-advertising networks that they have labelled as the “Google Search Network” and the “Google Display Network.” As an AdWords advertiser, you have the option to run PPC campaigns in one of these networ... > Read more
In my last post on ad text improvements for the holidays, I mentioned that your PPC landing pages are a critical component you need to tweak for the holiday season.It stands to reason that a highly effective, holiday-targeted PPC campaign needs to incorporate contextually aligned landing pages that support the expectations of holiday shoppers that are clicking on your paid ads.
This article is going to focus exclusively on improvements that you can make to your website’s landing pages in order to maximize your performance potential during the holiday season.Similar to my last post, we’re going to categorize landing page tweaks into two specific areas.Below is a quick outline of how I’d like to cover landing pages. The seven tips I provide below will tie in to these two key areas of f... > Read more
As the holiday season approaches (very quickly), paid search advertisers should be well aware of the fact that their search and display campaigns are going to need some extra love to take advantage of the pure insanity of the holiday rush.The holiday season is a time when quick, impulse-driven purchases are at their peak, and it is absolutely imperative that advertisers take time to optimize their PPC campaigns to accommodate holiday shoppers and ensure that their ads are being triggered, drawing attention and driving clicks.
One of the core strategies that will support these goals is optimizing your text ads for the holiday season.This post will discuss three key factors to focus on while editing ad text, with tips on how you can model your own text ads after some of the most effective (a... > Read more