Day after day, I’m hearing (and seeing) a common refrain in Seer halls, at conferences, and on Twitter: we love data! The more you have, the better. Keep the new data sources coming. I don’t completely disagree with this (it’s all about big data after all), but I think that by asking for more and more data, we’re ignoring opportunities to “recycle” data we already have to find new and different insights. Think about it–if you’re working at a full-service agency, your overall team may have access to a client’s Google Analytics and Adwords, SEMRush, STAT, HotJar, SurveyMonkey, SpyFu, Twitter Analytics, etc. While you may only look at a handful of tools, your team overall is probably inundated with data that we’re only half using. It’s not the end of the world to not leverage data as best as it could, but what if you could find potential SEO content opportunities that PPC is spending over $165k on that could be a … [Read more...] about How to “Recycle” PPC & Analytics Audience Data for SEO
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Even if you’re using AdWords regularly, it’s easy to have missed some of these new capabilities that may be buried deep in the UI. To make sure you’re not missing any opportunities, here’s a roundup of what’s new in AdWords Shopping ads, along with my thoughts on how to use all these features to drive more sales and profits for your ecommerce business. The new features fall into a few different buckets that I’ll cover here one by one: Finding what to sell Getting it added to your merchant feed Selling more Selling more profitably I’ll wrap it up with a few extra tips based on my experiences with shopping ads. Find Products You Should Sell 1. Shopping Insights Google Trends has long been an amazing tool to help retailers figure out what products they should stock, and now Google has launched a variation of this tool that is geared specifically towards retailers: the Shopping Insights tool. The tool covers the 5,000 most popular products on … [Read more...] about AdWords Shopping Ads Enhancements: A Roundup
Since its launch in 2013, Remarketing Lists for Search Ads (RLSA) has become such an integral tool for PPC marketers that it’s hard to remember what our campaigns looked like without them. Did we just… use the same bid for everyone? Madness. Things got even more exciting in June 2015, when Google announced they were allowing Google Analytics remarketing lists to be used in search campaigns (where they’d previously been restricted to use in display). As you may know, there are many more options at your disposal when building remarketing lists in Google Analytics (GA) than in AdWords, so this opens up a range of new possibilities for your RLSA activity. But how exactly do you get your GA account ready for RLSA? And with so many options to choose from, how do you decide which lists are right for you? In this article, I’m going to examine some of the most successful GA + RLSA strategies we’ve implemented at Periscopix, a Merkle Company, and how to go about … [Read more...] about Making the Most Of Google Analytics Audiences Within Your Search Campaigns
What would you do if your web pages could load four times faster with six simple steps? You would login to your site and start walking through these steps, of course. That's exactly what I did. On February 23, 2016, Google introduced AMP listings into its mobile search results. So, what is Google's AMP, anyway? According to the Accelerated Mobile Pages (AMP) Project, "The Accelerated Mobile Pages (AMP) Project is an open source initiative that embodies the vision that publishers can create mobile optimized content once and have it load instantly everywhere." In normal people terms, this means when you search for a news search term, Google will show you carousel that highlights stories on AMP-enabled websites. The big difference now, thanks to AMP, is that when you click on one of the news search term links in the carousel, the article will load instantly. It might not sound exciting at first, but publishers are swearing by it. "In early tests, we found that AMP pages load four times … [Read more...] about Does Google AMP Affect SEO?
Google recently released documentation on the new enhanced campaigns. They have also run training events in different cities. I have been able to enhance a few of our client campaigns as well as take part in training. The goal at Google in their own words is to “deliver the most relevant information to the end user”. Their quest to deliver on their promise sometimes complicates the lives of advertisers trying to reach the intended audience. Every advertiser wants to get their message to the right audience, motivate the audience to click, and produce a positive ROI. When Google changes the rules of the game, it is best to know the new rules so we can bend them in our favor. It has long been proven that breaking the rules only ends badly for the advertiser so we have to work within the rules. Let’s look at a few of the new “rules” of the game. For Google’s version of the enhancements, you can see them at … [Read more...] about How to Prepare For the Upcoming Changes of Google Enhanced Campaigns