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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




Conversion Tracking – From Application to Zip File

March 5th, 2010

PPC Buzz of the Week for Friday 3/5/10

Due to the 2 feet of snow we received up here in the Hudson Valley last week, plus about 2 and a half days without power, the Buzz took a little detour last week right up to Lowe’s to find a generator. In any case, I wanted to focus solely on conversions and the sheer importance behind identifying and tracking them when it comes to PPC.

Conversion, as defined by Google AdWords help center is “when a user completes an action on your site, such as buying something or requesting more information.” This is all fine and good from Google’s perspective, but let me take a step back for a moment and let you in on a little secret as to what a conversion is from the perspective of both an advertiser and PPC manager. Read the rest of this entry »

What Do Social Media Privacy Concerns And Your Insurance Rates Have In Common?

February 23rd, 2010

Well, Your Last Tweet May Have Jacked Up Your Home Insurance

Please Rob Me. Wait, hold on. PleaseRobMe.com. That’s more like it. In the new era of social media privacy concerns, the folks at ForTheHack pretty much exposed popular/next-big-thing Foursquare (the location-based, social media…ummmm, game, I guess) as a giant “Please Loot Me Silly” target on your house or apartment.

PleaseRobMe.com cleverly takes the updates of the Foursquaring masses and repurposes them as “opportunities” to access an empty abode. For example, let’s say Bob announces on Foursquare that he is at the grocery store. Well, Carl sees that and knows now that Bob ain’t home – he’s cruisin’ the produce section. That’s a potentially empty home/apartment that is now a target.

social-media-orivacy-concerns Read the rest of this entry »

The Yahoo and Microsoft Search Alliance

February 18th, 2010

PPC Buzz of the Week for Friday 2/19/10

When the agreement between Microsoft and Yahoo was first announced back in July 2009, I had offered my opinion, insight, etc into how this could affect the landscape of PPC in this post. For the last 7 months both corporations have been at the mercy of the US Department of Justice and European Commission in approving this agreement. That is until today.

The Yahoo and Microsoft Search Alliance, or Microhoo as it was called a few months ago, finally achieved regulatory clearance in both the US and EU. Did they really have to call it The Yahoo and Microsoft Search Alliance, though? I kind of see the concept they’re going for in terms of not making it look like one company is better than the other, in addition to giving off the perception they’re joining forces to do combat with Google. In all honesty it has a little too much Soviet Union feel to the name though, but in the end it is probably better than Microhoo. Read the rest of this entry »

New Google Quality Score Realizations, New Yahoo Search Ad Features, and Reasoning Behind AdWords Ad Extensions

February 12th, 2010

PPC Buzz of the Week – Friday 2/12/10

Y!our Ads

According to this article from AdWeek.com, Yahoo unveiled two new search ad features this week: Y!our Ads and Yahoo Search Assist ads. Essentially, Y!our Ads (nice play on words/grammar by the way) takes into account a user’s search history and serves text ads based upon that history rather than displaying ads only when specific search phrases are entered into the Yahoo search function. The other “unveiled” feature is integrating ads into the Yahoo Search Assist feature (shown below).

Read the rest of this entry »

Using Offline Advertising For Long-Term Search Engine Ranking Boost

February 9th, 2010

Google’s Personalized Search Results & Other Links Between On- and Offline

SEOMoz posted recently about how “Personalization of Google Results Creates a Huge Advertising Opportunity.” As usual, Rand Fishkin is on to something.

Essentially, the concept involves using offline (or traditional advertising mediums) to tell people to take a specific action online. In this case, Fishkin suggests that directing viewers/listeners to Google a brand name that will “bias” future related search results towards that brand. And it’s all possible thanks to Google’s personalized search results – the now default search mode where expressions of brand preference or brand affinity “influence” future searches in favor of the brand’s domain. Read the rest of this entry »

PPC Consumes an Internet Marketer’s Life

February 5th, 2010

PPC Buzz of the Week – Friday 2/5/10

I usually highlight some noteworthy topics, posts, and other industry information within the PPC Buzz every week. So I decided to push these ideas to the back burner for one week and focus on something a little more upbeat and creative: how an internet marketer knows they’ve been in PPC way too long. I must admit that I got this idea from several Tweets I’ve seen lately, so I’ll try to give as much as credit as possible to any that I saw come through my Twitter feed.  That said, below are just some of the many ways in which PPC consumes our lives as PPC specialists….

Read the rest of this entry »

Paid Search from Apple, Google Analytics Certification, & AdWords Loophole

January 29th, 2010

PPC Buzz of the Week – Friday 1/29/10

The Sleeping PPC Giant: Apple

Think hard for a second about what could possibly bring Google to its knees and reshape the paid search landscape. First thought that came to my mind… an act of God. In all seriousness though, I couldn’t really answer this question prior to reading this post by Laurie Sullivan. If Apple would exhibit the same technological savvy with a paid search platform that it is conducting with the iPhone and iPad, the possibilities for paid search could be endless. Would it bring Google down though? Probably not right away but it would be one heck of a battle and not some 3 round fight. I’m talking Ali – Frazier, Tyson – Holyfield (minus an ear of course), and other great bouts in history. But this is all speculation at this point.

Read the rest of this entry »

Two Ways PPC Can Bridge the Divide with SEO and Social Media

January 26th, 2010

With a Little Creativity, Paid Search Ads Can Have Real Effects on Organic Campaigns

I’m brand new to the wonderful, fascinating world of Pay Per Click advertising. I was nudged from the SEO and Social Media side of things over to paid search a couple of weeks ago.  Through my experience with SEO and social media, I had grown to understand that those two disciplines and PPC were naturally opposed to each other.

Read the rest of this entry »

Google Ad Product Extensions: Do Searchers Care?

January 22nd, 2010

PPC Buzz of the Week – Friday 1/22/10

For another week we’re going to focus on a single PPC topic, with this one coming up as a result of some interesting statistics surrounding one of our ecommerce PPC clients. This ecommerce client has been using the new Google Product PlusBox, or Product Extensions depending on who you ask, feature for AdWords ads with some rather surprising results.

We first blogged about the Product PlusBox feature in a PPC Buzz post back in August 2009, but this feature was still in beta at that time. Since then, Google Product PlusBox has come out of beta testing and is available to all AdWords advertisers. That being said, this DragonSearch client has been using the Product PlusBox feature for a few months now and just recently we’ve begun to notice not many searchers are viewing the extension.

For reference, in order to view the product extension a user must hit the “+” sign under the AdWords ad where it states “Show Products from ….” as displayed below. Please note this is not our client.

Read the rest of this entry »

Click to Call Google Mobile PPC Ads

January 15th, 2010

PPC Buzz of the Week – Friday 1/15/10

We’ve decided to take a slight deviation from the normal buzz worthy topics to focus on one single PPC related topic this week: the coming attraction of click to call mobile phone ads.

As of today there is no information on the Inside AdWords blog about this upcoming release, but below you’ll find the information I received just last week from Google.

Coming Soon: Click-to-Call in Ads on Mobile Devices with Google AdWords

Read the rest of this entry »

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