Paid Search

The 5 Biggest Mobile Landing Page Fails

Over 60% of search is now done on the phone. So, you would think with all that money being spent on ads that spending a few minutes reviewing the landing page (the page the ad clicks to) wouldn’t be asking too much.

Are your unoptimized images slowing down your landing page?

Apparently, it is.

Our agency comes across so many landing pages with such glaring mistakes that it’s obvious no one vetted these babies before launching them. Which is too bad because most of them could be easily found and fixed. Here are the biggest fails.

Fail #1: You never looked at the page on your phone

I’m sure when the designer showed it to you it looked lovely on your desktop– where it was probably cached. And she told you it was also mobile-friendly. Yet did you actually bother to load it on your phone? What comes up often looks dramatically different from what you saw on the desktop. And even if it looks good on your iphone, it can look squirrelly on android. Plus, if you’re viewing it for the first time, it may be taking a long-ass time to download. How many potential customers do you think are going to wait? Ain’t nobody got time for that.

Fail #2 You (and the designer) never filled out the form when it was live

Once again, the form may look great on desktop but have you actually filled it out on the phone? The submit button may hidden behind some testimonial quote. Or you can find it, but when the user clicks it, there’s no obvious “thank you” message so the user ends up clicking submit another 17 times. Or maybe it goes well for the user, but you [...]

What Is a Lead?

When we set-up, maintain and optimize search and display campaigns for our clients, there is one metric that we focus on:  Cost Per Lead. Everything else, your click-through rate, quality score, impressions, clicks, pretty much every other metric in our report helps us analyze the best way to improve the Cost Per Lead.

10 Reasons Paid Search Works So Well for Home Services

While paid search doesn’t work for all businesses, it’s particularly good for home services because there’s always something wrong in people’s homes and they need help, ASAP. So if you own a business that services homeowners, here’s why you need to be using paid search:

Which deserves the credit for your online conversions: Your AdWords campaign? Facebook ads? The pen with your URL on it?

I used to feel sorry for branding marketers. They do all this beautiful work yet there’s no way to definitively prove it leads to any conversions. (Note– we are calling leads and sales conversions.) Meanwhile, in my digital wheelhouse, I would smugly think, “Well, I can prove that our campaigns deliver. Analytics, Baby! Look at these purty conversions!

Why We Choose “Rotate Indefinitely” When Setting up Paid Search Campaigns

When you set-up paid search campaigns with Google, Bing, and others, there’s a section during the set-up process which asks you how you want to run your ads. For Google, you’re given the choice between four options:

New Years Check-up: What To Look at With Your PPC Campaigns

Around this time every year gyms get increasingly busier. At lunch time, instead of there being the 10 other people with me, there always seems to be 100 more, though it only tends to last a few weeks, you can see that people are trying to make some changes in the new year. Consider doing the same thing with your campaigns in AdWords, Bing, and Facebook.

Big News from Google AdWords: Customer Match

Reach Your Customers and Prospects through Google Search The latest advancement for Advertisers that work with Google is a new product called “Customer Match.” Facebook advertisers would recognize this as a “Custom Audience.”  Essentially, advertisers can now upload a list of email addresses in to AdWords to build a custom audience. When those individuals are signed-in to a Google product, advertisers can show them targeted ads about their brand, product, or services as well as upcoming promotions.

Set Separate URLs for Desktop and Mobile Traffic in AdWords

How cool is this “new-ish” feature in Google AdWords? We can now set-up mobile specific URLs within the same ad. So a single ad can direct desktop traffic to one URL, and that same ad, when displayed on smartphones, will send mobile traffic to a different, mobile-optimized URL.

Universal Negative Keywords – Optimizing PPC Accounts

Below is a list of keyword terms that the vast majority of advertisers should add to their PPC accounts as negative keywords at the campaign level. Negative keywords stop your ad from showing up on particular searches. For instance, if you fix major appliances in the Boston area, and want to advertise on the term Refrigerator repair in Boston, you would not want to be found when someone searches for Refrigerator repair jobs in Boston. That’s most likely a person searching for a job. To stop your ad from showing on that term, you can ad jobs as a negative keyword match.