There’s been no shortage of persona talk over the years. Heck, every major brand probably has a persona developed of their typical customer. Marie the Millenial Mom, David the Dynamic Dad, Uncle Bob etc. Usually, there’s two or three key personas...
Author - alevy
alevy
An Intro to YouTube Cards & TrueView for Shopping
Video advertising has been a fundamental source of marketing since, well, pictures started moving. It started in 1941 with the infamous Bulova ad, and shows no signs of slowing down in spite of varying consumer habits. As long as we humans want to...
How to Set Better Bid Modifiers to Boost Performance
Mobile consumers are fundamentally different from desktop and tablet consumers. Have you ever tried to read a long form post on a mobile device? It sucks! Entering your whole credit card number? Impossible! What that means is users will start their...
Shocking Results From Ad Customizers
Annoying clickbait or effective advertising? See what I did there? The fact of the matter is, love ‘em or hate ‘em, intriguing and surprising copy generates results. My friends, parents and not-so-friends all share things titled similarly because...
Blog Newsletter
Mobile PPC – Keep it Simple, Stupid
I got a new phone this week after my previous phone was ruthlessly crushed by the lap-bar of the Kingda Ka rollercoaster. I now own the Moto X+1 (fanboy alert), with custom leather back. The phone learns my behaviors over time, telling me exactly...
Alternative PPC Success Metrics You Should Be Using
The amount of cool stuff you can do with advertising in the digital space is mind blowing, but as PPC specialists I find that we get pigeonholed out of “advertising” and pushed into the dark corner of direct marketing. All too often, the C-suite...
Layering Display & Re-marketing – Put Context First
Image credit: flickr.com/photos/andyz I think I’d be the first to admit that I love wasting time on the internet. The number of hours I’ve spent (and carpal tunnel induced) playing Cookie Clicker and the Helicopter Game is borderline sickening...
Putting Marketing Back in SEM
Google is a publicly traded company. Publicly traded companies, for better or worse, are judged by their ability to grow, and grow consistently at that. Google’s core product (search) already has the lion’s share of the market across the world;...
What Are Your Bid Rules Missing?
I’d venture to guess that most PPC managers share the same basic set of bid rules. It makes perfect sense, as most of us have the same general goal for bidding: find the perfect sweet spot between CPC and volume, usually driven by position. If CPA...
Fix Your Foundations – The Case For Account Rebuilds
Image credit: www.panoramio.com/photo/13583898 When we kick off a client at SEER, we do a deep dive into any existing data to make sure we were covering top performers & using insights. As we manage accounts, we constantly A/B test...
Let Your Tail Terms Do the Heavy Lifting
I’m of the humble opinion that far too many of us put Pareto’s principle in practice far too often. Logically, it makes sense, though. 20% of our keywords almost always account for at least 80% of our conversions, so naturally we focus our effort on...
Expensive Space with a Low Budget – Consider Facebook
I’m going to paint a little scenario here: you’re a new or niche company with a smaller budget. Say maybe a software startup or a niche college program. You’re anxious to start pushing your products and programs through paid search, but find...