Analytics Insights
Running A Successful Paid Search Test
Paid search is one of the most measureable forms of marketing, allowing us to have a clear picture of what best meets our goals. A great way to start improving your account’s performance is by planning the proper test. In this article we will run through the best testing methods for paid search, deciding which method is right for you and external factors to consider while testing.
Impression Lost Due to Rank (A Story of Opportunity and Misunderstanding)
As any marketing 101 class will tell you, understanding the size of your target market is very important when making key budget decisions, and one that was lacking within the search marketing world until more recently. Without this information, search marketers could only rely on conversions and other factors, albeit important factors, to make bidding and budgeting decisions. What eventually occurred was a tipping point, where search marketers began to place budget into campaigns without generating more impressions. Keywords were checked, positions seemed good, ROIs seemed appropriate, but that market place just finally hit a wall, where incremental impressions just stopped coming.
Monitoring the Effect of Display on Search
While most marketers realize the need to integrate these two media, the execution is easier said than done. The challenge is that both Search and Display ads offer valuable messaging capabilities, served for different purposes across different stages of the conversion funnel. This makes collecting, matching up and analyzing the data difficult.
The Connection of Search and CRM: It's Time to Unleash Search's True Potential
What do you do if your clickthrough rate (CTR) suddenly drops 25%? The art of quickly identifying the direct cause of a change in your Search campaign can be timely and difficult. This Insight will walk through how to quickly knock out the most common root causes with simple math and a combination of Mix and Rate.
Understanding Change: Rate vs. Mix
What do you do if your clickthrough rate (CTR) suddenly drops 25%? The art of quickly identifying the direct cause of a change in your Search campaign can be timely and difficult. This Insight will walk through how to quickly knock out the most common root causes with simple math and a combination of Mix and Rate.
The Best in Google Tracking: Google Analytics or Google AdWords Conversion Tracking?
Google Analytics and Google AdWords Conversion Tracking are designed to assist companies in the analysis of their Search campaign performance to make smarter decisions. But, which is the best option for tracking performance via Google? Well, the answer is much more complicated than simply choosing one vs. the other. There are key factors that you must consider when deciding which tool set is the right one to use or focus on.
Google Automated Rules: Why You Should Adopt
A lot of time can be spent on managing bids and the state of campaigns, ad groups, ad copy and keywords. Having a parameter tool for your keywords is a big help. Whether you are working with a multi-billion-dollar corporation with a huge budget, or a tiny Mom and Pop store with a small budget, tools like Google Automated Rules can save a lot of time and money. This Insight outlines some key reasons and best practices for utilizing automated tools.
Google Modified Broad match (MBR): A Match Made in Heaven
MBR gives advertisers the option to require specific words be included in any queries that match. It essentially excludes synonyms and some misspellings, but allows variation in the order of the words. To figure out just how much opportunity lies within MBR, IMPAQT tested it against traditional broad and phrase matches on several client accounts.
It’s Not You, It’s Them: Campaign Performance and User Differences Across Search Engines
There are differences between the three major Search engines in terms of who uses them, how they are used, and how they perform in a given vertical. Knowing these differences can help pinpoint differences in Paid Search campaign performance across the engines to make the appropriate adjustments. It can also help allocate your resources most efficiently across the engines and target the most profitable searchers.
Testing the Effects of Cannibalization on Paid Search
When marketers look for new ways to cut costs and increase their ROI, they also re-thinking the true value of SEO and PPC. Many marketers have come to us in hopes of identifying what the true value is of utilizing both. What is important in understanding this value, or lack of, is how they work together. Our team performed a test to analyze both the positives and negatives of using both PPC and SEO.
Media Mix Paid Search
There are differences between the three major Search engines in terms of who uses them, how they are used, and how they perform in a given vertical. Knowing these differences can help pinpoint differences in Paid Search campaign performance across the engines to make the appropriate adjustments. It can also help allocate your resources most efficiently across the engines and target the most profitable searchers.