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Andy Groller

Andy Groller is the Director of Digital Advertising at DragonSearch. A prominent thought leader on new digital advertising developments and strategies, Andy also manages a team of certified strategists that operate at the forefront of today’s PPC and conversion optimization industries. When he’s not diving into stats or starting a new landing page test, Andy can be found spending time outdoors with his wife and daughter.

Andy has been quoted in numerous publications including:
Marketing Land
Website Magazine
Vocus
Software Advice

Follow Andy on Twitter @AndyGroller and Google+. Also connect with Andy on LinkedIn.
Andy Groller

Blog Posts by Andy Groller




Don’t Lose Your AdWords Search Query Data, Start Archiving Now

April 16th, 2014

Google is Taking Our Data…. Kinda

By now you’ve probably heard that Google announced its expansion of secure search to clicks on paid ads. So what does this mean for AdWords advertisers? In the grand scheme of things, not a whole lot. As Larry Kim pointed out in Search Engine Watch, paid search query data isn’t going away any time soon. We will still have the Search Terms report in the Google AdWords interface, and will keep the ability to pull search query data via the AdWords API. So why is everyone running around like a chicken with its head cut off? Read the rest of this entry »

An Introduction to Google AdWords Workshop in Kingston, New York

March 12th, 2014

Do you use Google to find products and services? Do your customers do the same thing, hopefully looking for the products and services your business offers? There are over 1 billion searches every day on Google, so of course they do! Next question: you want to increase customers and sales, right? Of course you do, but how do you do it strategically without spending an exorbitant amount on marketing, especially in the digital age?Google AdWords

Read the rest of this entry »

8 Google Analytics Custom Reports for AdWords E-Commerce Success

September 30th, 2013

Google Analytics offers many standard reports for evaluating and analyzing e-commerce statistics as it relates to Google AdWords traffic, whether it is the Clicks tab found throughout the AdWords reporting section or applying the Paid Search advanced segment within e-commerce reports. That said, many of these reports lack a comprehensive view of the most critical statistics to analyze when optimizing for e-commerce performance improvements, such as cost, revenue, e-commerce conversion rate, and ROI. It’s important to note that all of these statistics are found somewhere in standard reports, but almost never in the same view to allow for side by side analysis. Read the rest of this entry »

Google AdWords Enhanced Campaigns

February 15th, 2013

Good or Bad News for Your AdWords Campaigns?

Google AdWords Enhanced Campaigns are coming in late July for everyone using Google AdWords advertising. For those that are not familiar with Enhanced Campaigns, Google made the official announcement in February that an ‘upgrade’ to AdWords campaign settings, targeting, and bidding would be released to make account management and reporting much easier for the multi-device world in which we now live. Aimed at small to medium businesses (SMB’s) who run their own PPC campaigns, AdWords Enhanced Campaigns will supposedly reduce the time it takes to setup and manage accounts, especially those targeting multiple devices such as desktops and iPhones. It is interesting to note that during an exclusive trip to Google Headquarters in California last fall, our Director of Digital Advertising Andy Groller spoke with Google representatives about their focus on this specific group of advertisers; however no indications of an update like AdWords Enhanced Campaigns was indicated. Read the rest of this entry »

Facebook Ads: Facebook Tests All Destination URLs

December 4th, 2012

Facebook advertising has varying degrees of success for all industries, but I think the general consensus is that it is one of the most powerful demographic marketing platforms available to today’s online marketer.  Where else can you accurately target men that are 25 to 35, married, and that love Philadelphia sports teams? (Disclaimer: don’t target that segment because I won’t click on your ad)

One of the primary obstacles that Facebook advertising does present is attribution to the final conversion. In most situations, Facebook ads are likely one of the first touch points in the conversion funnel and thus do not receive attribution in the last-click conversion world that most companies live in. Regardless of this fact, any Facebook ad traffic being driven to a website (not a Facebook page) should be tracked appropriately within your web analytics in order to determine its onsite performance and how it interacts with other online channels. Due to most websites using Google Analytics as their primary web analytics tool, this requires the use of the Google Analytics URL builder or a handy-dandy Excel version like we’ve created for our own in-house use. Read the rest of this entry »

Google AdWords Impression Share for Ad Groups

September 27th, 2011

Ever since Google first released impression share statistics at the campaign level in AdWords, PPC professionals have been clamoring for similar statistics at more granular levels. During recent discussions with Google representatives, they mentioned that they are actively working on ad group level impression share. Additionally, as Melissa Mackey pointed out on Twitter recently, Google has apparently released keyword level impression share to several very large advertisers. So while we less important PPC’ers continue to wait patiently (or impatiently) for at least ad group level impression share statistics similar to the current campaign level, here’s a little workaround for viewing ad group level impression share. Read the rest of this entry »

PPC Management: How to Assemble a PPC Dream Team

September 23rd, 2011

As a potential client, it is in your best interest to know whether you’re about to hire a PPC dream team or just another run of the mill PPC management agency. From the other end of the spectrum, as a PPC Kingpin (or Director of PPC if you prefer) it is equally important to assemble your very own PPC dream team. In order to not only attract, but also retain clients it is in your best interest to surround yourself with the brightest and most hard working PPC’ers around.

Intelligence and hard working does not necessarily equate to big name, flashy free agents though. The building of a PPC dream team relies heavily on the “draft” and increasingly difficult player development. In addition, a skill set that goes beyond one single “position” is critical to the success of your client’s performance and the PPC dream team itself. As a result, here are some guidelines to assembling your own PPC dream team. Read the rest of this entry »

PPC Management: How to Know When You’re Hiring a PPC Dream Team

September 20th, 2011

PPC management is a team game no matter how you look at it. Whether you have a PPC department of 2+ or one PPC specialist working with other members of the marketing department, there is always more than one. This is applicable to both an agency and in-house setting.

As discussed recently on #PPCChat there are nuances that differ from agency PPC to in-house PPC but at the end of the day a strong team breeds success. Success is measured in wins and losses, or sales and leads for marketers, as it is in all sports. Sorry, we’re not talking little league here when playing your hardest was a win. Read the rest of this entry »

The Importance of Tracking Site Search in Google Analytics

July 21st, 2011

How many times have you used a website’s site search functionality? I, for one, don’t like to waste time trying to navigate throughout a website attempting to find what I am searching for; it’s so much faster to simply type my query into the site search box (if available). Now pause a moment and really think about how many people engage in this behavior on a daily basis, including yourself.

If you think the numbers are low and don’t care to read further, you may be missing out on a critical aspect of significantly improving PPC performance and overall website usability. Read the rest of this entry »

Google AdWords Editor Version 9

May 9th, 2011

The Good, The Bad, and The Ugly

Image Courtesy of United Artists

Google AdWords Editor Version 9 was released last Friday and I must admit it’s good. Okay, really good… but not perfect yet. There were a few head scratching moments as I began playing with the new edition.

So without further ado, here’s an unofficial review of AdWords Editor Version 9.

The Good

Sitelink Extensions…FINALLY!

It only took Google over a year, but they finally made AdWords Editor capable of creating, updating, and removing AdWords sitelink extensions. PPC industry experts have been requesting this ever since sitelinks were released in November 2009, so I’m not quite sure why Google took so long in creating this capability within its desktop application. I understand there is a certain order of prioritization when making updates to AdWords Editor, but when sitelinks have statistically been proven to dramatically affect click through rates you begin to wonder what other capabilities had higher priority than this in previous version upgrades. Read the rest of this entry »

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