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Presented by David Deppner
Meet Magento Poland, September 19, 2016

This presentation explores the evolution of AdWords over the past decade and a half, diving into the key factors that are pushing up costs steadily over time. We'll discuss how Google's self interest and how they've structured the...

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Many marketers worry too much about the variation that occurs in ad account performance from one month to the next. But there are a lot of factors that push performance a bit up or down that have nothing to do with how the account is being managed - it's just a part of normal variation. What really matters is the underlying trend, and how your account is performing in the long term.  

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About a week ago, Google rolled out a new ad format for all AdWords advertisers called Expanded Text Ads. This rollout presents some tremendous opportunities for those who act quickly, and will penalize businesses that lag behind in the coming months.

We participated in an early rollout of Expanded Text Ads during the beta period, before this new feature was released to the general public, and want to make the case for why you should act quickly to take advantage of a window of opportunity that doesn’t come along every day.

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We implemented the TrustPilot review system this year. When evaluating review systems, there were a lot of claims of how great they were. But it was difficult to really know what the impact would be, and costs varied wildly. Our primary aim was to increase clicks on our Google AdWords ads, but clearly there was no way to know the outcome in advance. Would it be worth it?

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