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Paolo Vidali

Paolo is an avid cyclist, hiker and fixer of mechanical things. Paolo began his digital career building servers for software startups during the dot-com boom. He transitioned into creating custom enterprise e-commerce and digital marketing integrations for digital audio and document management companies in Philadelphia and Boston. He is a contributor to Search Engine Journal, has been featured in EContent Magazine, CIO and Mashable. He has led workshops on landing page optimization in New York City. You can usually find Paolo performing statistical analysis, holding a socket wrench or riding his bike, which is often parked at the DragonSearch office. Connect on social! Twitter LinkedIn Google+
Paolo Vidali

Blog Posts by Paolo

DragonSearch Joins the Google Partners Program

September 24th, 2013

Today, DragonSearch is proud to announce that we are now part of the all new Google Partners program. Google Partners replaces the Google Certified Partner badge for AdWords management agencies, and introduces a new comprehensive partnership with vigorous quality standards. The program evaluates each partner’s customer care history, use of advertising best practices, account performance, total client spend, and individual AdWords expert certifications.

The Google Partners badge is a digital advertising seal of quality. It means that as an agency, DragonSearch has been evaluated on dozens of metrics and we have met or exceeded Google’s high standards. Google says it “recognizes marketing companies that excel with Google’s products. Their businesses are healthy, their customers are happy, and they exhibit Google best practices.”

This announcement follows the DragonSearch trip to Google’s headquarters last month (a.ka. the Googleplex), where we were invited to the Google Engage All-Stars global summit. We look forward to providing more clients with top notch pay per click advertising management and strategy as our partnership with Google grows.

Contact us to learn more about how our Google-certified team can help your company create a digital advertising strategy based on your business goals.

Andy Groller and Paolo Vidali at Google

Everything You Need to Know About Enhanced Campaigns

August 5th, 2013

On July 22nd, Google transitioned all AdWords campaigns to the new Enhanced Campaign format, which includes search, display and remarketing campaigns. This change affects anyone with an AdWords account, whether campaigns are active, paused or even deleted.

This is one of the most significant campaign shifts in recent years, and it was announced without soliciting any feedback from AdWords professionals. The biggest impact is that Google has removed functionality which had existed for years, in favor of a semi-automated approach. This change is aimed at entry-level advertisers much like AdWords Express, but for power users it will significantly impact campaign optimization strategies. Read the rest of this entry »

Landing Page Optimization: How to Create Effective Landing Pages

May 21st, 2013

After our successful Advanced SEO workshop at Webgrrls International in NYC this winter, DragonSearch has been invited back to give a workshop on landing page optimization. I’ll be presenting on LPO and how exactly to create effective landing pages for your business, whether lead generation or e-commerce is your goal. Those at the workshop in person will experience live landing page critiques and demos of optimization tools. Read the rest of this entry »

AdWords: 3 Changes You Might Have Missed

October 9th, 2012

As we move into the fall, businesses looking to start pay-per-click advertising should note that the Google AdWords team was busy this summer. Here’s a quick rundown on what changes you may have missed.

Make Things Happen

Google AdWords Has Changed. Did You Miss It?

Paid Product Search

The largest strategy shift for merchants this summer came when Google announced they were monetizing Google Shopping feeds and turning it into a paid product search through AdWords. No longer can online stores submit feeds for free through Google Base to be a part of the shopping search engine once known as Froogle. Product ads must now be created and use CPC bidding like other AdWords auctions, and there’s no more free ride. This has cut out many small businesses and “decluttered” the space, but notable retailing behemoths like Amazon have been slow to transition as well. This all-or-nothing move for Google is a gamble on the continued patronage of merchants because the fewer results returned to shoppers, the less useful the service becomes.

Sitewide Remarketing

Another big change in AdWords has been sitewide remarketing tags, which can now be implemented via AdWords or Analytics. Previously, advertisers interested in retargeting users who did not convert had to put a different tag for every page of the funnel in order to differentiate between potential lost leads and confirmed conversions. Now a single tag can be placed across the run of site, and URL based filters can be used to create exclusions much more quickly and easily. Deployment via Google Analytics also allows complex sites with many variables to accurately retarget very specific groups of users for better results.

Flexible Display Targeting

Previously in AdWords Display campaigns, it was only possible to switch between Broad and Specific reach at the campaign level. Now with Flexible reach, advertisers can control the targeting type at the ad group level, allowing consolidation of campaigns and more dynamic changes without account restructuring.

Have a question about these changes? Give us a call or shoot us an e-mail.

Tim Ash Thinks Your Baby Is Ugly: A Review of Landing Page Optimization

September 17th, 2012

That’s right—far out in the internet, there is a man who thinks that your baby is ugly, and that your baby has got to go. That man is Tim Ash, landing page optimizer and general guru of the practice known as conversion rate optimization (CRO). Within the first ten pages of his book Landing Page Optimization, Ash explains that a website is like an ugly baby—if the baby is yours, you may be too far invested in it to realize that there may be some “issues” with your creation.

Read the rest of this entry »

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