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    How to Build the Best Google AdWords Campaign

    By Emma Greenman


    No matter how many free tools crop up for ecommerce companies, a paid ad is sometimes the best bet for driving new traffic to your website. The problem is that other ecommerce and even brick-and-mortar competitors are using the same search terms and keywords you will. Not only do you need to know how to build a campaign through Google’s AdWords product, you also need to know how to stand out from the crowd.

    We’ll start with the basics and then throw in some pro tips for good measure. By the time we’re done, you’ll be an expert! Here’s how it’s done.

    Get an AdWords ... Read More

    Retarget Lost Customers During the Holiday Season to Drive Sales

    By Susannah Morris

    This holiday season, you're probably focused on reaching new customers and reeling them in with dazzling specials. Reaching out to holiday shoppers who need your help making good decisions on purchases for others is a great way to boost your bottom line, but what about all those shoppers who went before? What about the buyers you reached out to last holiday season but then never heard from again?

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    The Science of Eye-Catching Advertisements [Infographic]

    By Lindsay Kolowich

    How do our brains react to advertisements?

    Well, it depends on the ad. It takes 250 milliseconds for the brain to absorb visual cues, but only 13 milliseconds for images to elicit emotion -- even if you aren't fully absorbing what you're seeing. So if you want to create more effective advertisements, you should use design and copy that foster an emotional response in your viewers.

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    How to Create Facebook Ads: A Step-by-Step Guide to Advertising on Facebook

    By Carly Stec

    When setting up a paid Facebook ad, there are a lot of boxes to be checked. 

    Are you targeting the right people? Are your image dimensions to scale? Are you running the right type of ad? If we're being honest, it can get a little confusing. 

    With more than 1.4 billion people using Facebook and over 900 million visits every day, Facebook offers up a unique opportunity for marketers to augment their organic efforts. 

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    The 100 Most Expensive Keywords on Google [Infographic]

    By Lindsay Kolowich

    Google has many different sources of revenue, but one of their most noticeable is the ads that appear next to search results for specific keywords. How much that keyword costs depends, in part, on how often people search for it -- the more people search for a certain keyword, the more expensive it is.

    If you've ever wondered what the most expensive keywords on Google are, then look no further than the infographic below from WebpageFX.

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    13 Bright Ideas for Running Smarter Retargeting Campaigns

    By Siobhán McGinty

    According to retargeting platform AdRoll, only 2% of shoppers typically convert on their first visit to an online store. That's a lot of people slipping through the cracks. What's a marketer to do?

    Enter retargeting. Retargeting allows you to zero in on those 98% of visitors, giving them a second (and in some cases third, fourth, and fifth) chance to convert. Here's how retargeting works: It allows you to show targeted ads to potential customers via search, social media, and other websites. They see them, click back to your website, and then (hopefully) convert.

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    Hackers Are Draining Your Ad Budget: What You Need to Know About Digital Ad Fraud

    By Lindsay Kolowich

    How much money do you think you're wasting on paid advertising?

    new study from ANA, in which online ad purchases by 36 major U.S. brands were tracked between August and September 2014, found that 11% of online display ads and 23% of video ads aren't actually displayed to real people. And it's estimated that advertisers could lose more than $6 billion globally to ad fraud in 2015.

    If your marketing team is paying for online advertising, you want and expect the views and clicks on your ads to be coming from humans -- real consumers who could potentially buy your product or service somewhere down the line.

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    How to Design Content Remarketing Campaigns That Actually Work

    By Larry Kim

    You know content marketing works, so you've been plugging away at blog posts, ebooks, and other valuable, educational content for your potential customers.

    And people come -- they find your content in search results and in their social media feeds. But they may not fill out a form and become a lead right then and there. It's not always because they're not interested in your

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    Unicorn DNA: What All the Best AdWords Advertisers Have in Common

    By Larry Kim

    Do you believe in unicorns? As an AdWords advertiser, you might be surprised to learn that unicorns walk among us, stealing away impressions and outpacing our performance by two, three, or even six times!

    AdWords unicorns are fantastical, magical creatures, accounting for the top 1% of all ad clicks in the auction. How do the unicorns do it?

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    The Most Important Changes to Google AdWords in 2013

    By Larry Kim

    Keeping up with the thousands of updates and changes Google makes in AdWords each year could be a full-time job. I'm assuming you don't want to make it your job ... right? That's what I thought.

    I’ll save you some (well, a lot of) time by cutting through the noise and covering the top-four most impactful changes of 2013.

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    Content Retargeting: A Marketer's Guide to Getting Started

    By Larry Kim

    Retargeting is a paid search marketing strategy whereby website visitors are identified and remarketed to using search or social media ads. In other words, retargeting is a way to reach specific audiences who've already shown interest in your business. As online marketing methods converge and we find new and creative ways to stay connected with our audience, retargeting is something every content marketer should do.

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    6 Ways to Reduce Wasted AdWords Spend

    By Larry Kim

    Even though I think Google AdWords is one of the greatest advertising systems there is, I’m the first to admit that Google makes it really easy to waste your money. A lot of the default settings in AdWords are there to maximize your reach -- which is great if you want the highest possible number of clicks.

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    4 Clever PPC Opportunities Ecommerce Marketers Won't Want to Miss

    By Chris Darabi

    If you’re a PPC veteran, it’s tempting to devote all your time to the bigger picture and finding creative new ways to drive cheap, conversion-friendly clicks. This is especially true for ecommerce businesses, which are playing in an incredibly complex space, particularly when using PPC. As a result, it’s quite common to overlook some of the low-hanging fruit -- the kind of stuff that’s easy to implement and delivers fast results. Read More
    Are You Like eBay? How to Tell If You're Wasting Money on AdWords

    By Matthew Wainwright

    Recently, the Harvard Business Review ran an article posing a question that many marketers have asked themselves: Do paid search ads even work?

    The article, titled "Did eBay Just Prove That Paid Search Ads Don't Work?", outlined how eBay determined through internal research that paid search is ineffective for the auction giant. In summary, eBay did the math and determined that the cost of its paid search advertising outweighed the benefits to the company. So today, unlike other major retailers -- like Amazon or Walgreens -- whose listings appears in both the paid and organic results, a Google search for eBay now generates only organic search results. But, as the article suggests, that may soon change as other retailers take a page from eBay’s book.

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    Facebook to Launch ROI Tracking Tool for Ads

    By Amanda Sibley

    facebook roi tracking tool introductory3

    So I'm scrolling through the news this morning, and you know what I saw? News of another Facebook feature test! And this one's definitely an interesting one -- an ad ROI tracking tool.

    They will begin rolling the tool out on Friday, and it will allow advertisers to track the actions of Facebook users post-click . Pretty groovy, eh? This tool will help advertisers track conversions to their external pages, and allow all businesses to track their success on Facebook.

    Read More

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