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 »
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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:
Blog Posts by Andy Groller
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 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 »
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 »
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 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 »
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 »
The Good, The Bad, and The Ugly
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.
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 »
Sitelink extensions, which are the ability to display up to 4 additional headlines and links within high quality/positioned AdWords ads (example below), were released by Google in November 2009 and since then have become extremely popular among Pay Per Click managers. This shouldn’t surprise anyone given the impact sitelink extensions have on increasing click through rate significantly in comparison to ads that don’t utilize this extension type.
SMX East is one of, if not THE, premier east coast event for the search marketing industry. It is essentially a gathering of the greatest minds in the PPC, SEO and Social Media worlds of marketing. Or for those that aren’t involved in these fields, a convention for geeks.
Nonetheless, SMX East provides unbelievable learning opportunities for the novice PPC specialist up to the most experienced PPC expert. Going even further, SMX East allows for tremendous networking opportunities between those in the industry, thus generating even more thought provoking discussions outside of the vast array of sessions offered over the 3 days starting October 4th.
I learned a lot at last year’s event and hope to learn even more this year while taking advantage of the aforementioned networking opportunities. That said, I’ll be sharing this tremendous insight and knowledge offered by the greatest minds in the PPC industry via Twitter throughout the 3 days of SMX East. If you are unable to attend SMX East, please be sure to check out my Twitter feed @Andy_G_PPC from October 4th through the 6th for as much info as I can fit into a 140 character limit on the sessions I’m attending.
An Agenda To Get the Blood Pumping
Last year’s SMX East offered a good smattering of PPC related sessions; however this year offers a full course Thanksgiving feast that can send any person into a food coma. That said, here’s a look at the top 5 sessions I’m definitely looking forward to: Read the rest of this entry »
Tags: Facebook Ads, retargeting, search marketing expo, search marketing expo 2010, search marketing expo east, search marketing expo east 2010, smx, smx 2010, smx east, smx east 2010
Posted in Integrated Digital Marketing, Pay-Per-Click | 2 Comments »