test

How do you deal with local SEO KPIs that don’t pass the smell test?

Today, let’s talk about reporting local SEO results — specifically, reporting them with the tools Google provides. While proving the value of your work has always been a thing, it seems that lately, more and more businesses are looking for ways to justify their local SEO spend. One of the challenges is that most of the time,

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Spotted in AdWords: Check a box and automatically create a headline test

For several months now, Google has been encouraging advertisers to run many ad variations in their ad groups. The message is essentially, “Ditch your manual A/B testing and let our machine learning-powered systems figure out the best ad with the best mix of extensions to show for each auction scenario.” Now, it looks like Google

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How to test (and perfect) nearly everything in PPC

PPC (pay per click) is a key component of many online marketing campaigns. And while it can drive significant revenue, it’s also one of the most expensive ongoing costs in a campaign. Therefore, it’s key that you test your ads regularly, to make sure you aren’t letting any conversions slip through the cracks. Testing and

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How to test and perfect nearly everything in PPC

Every successful advertiser knows that great headlines, powerful ad copy and compelling calls to action are the keys to conversion. But the only way to know that your ads are as effective as possible is to constantly test and refine them, to make sure they thoroughly resonate with your target audience. You can test anything

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Evaluating PPC talent, part 2: The test

Previously, we discussed how to find good PPC candidates for your particular company, but now it’s time to evaluate those candidates. It comes down to this: You’ve held dozens of interviews with candidates almost impossible to tell apart. They all have similar credentials. They’ve worked in the right industry or environment, have used similar tools

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Google AdWords’ automated ad suggestions test is getting a reboot

Earlier this year, Google launched a beta test that automatically launched machine-generated ads in a small set of AdWords accounts. The lack of control in that test wasn’t particularly well-received. Now, Google is giving it another shot, with some adjustments aimed at addressing advertiser concerns. A limited number of advertisers in the US and the

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Google kills test of second description in search ads

A little over six months ago, Google began a small test allowing advertisers to add a second description line to expanded text ads in AdWords. The extra line of copy would add up to 80 more characters to ads. That test is now winding down and will not be rolled out. Advertisers included in the test

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‘Purchases on Google’ Shopping ads test is running on iOS devices

Google appears to be testing Purchases on Google ads on iOS devices. Purchases on Google ads enable consumers to buy products shown in Google Shopping ads right from Google-hosted landing pages when users have payments set up through their Google accounts. The product launched in pilot on Android devices in 2015 and opened up in beta to

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