Launchpad Blog

In eCommerce Shopping campaigns, the quality of product feed optimization is critical to success. It's an underlying foundation upon which everything else in a Shopping campaign will depend.

Without a well-optimized feed the campaign will never reach its potential. Shopping campaigns with weak feeds in competitive markets will reliably fail.

We’ve since tested in practice a number of methods of creating, improving, and optimizing shopping feed performance. The workflows, creative methods, and feed engineering practices we currently use are discussed in more detail in other articles.

PPC Campaigns need fault monitoring because they can run into a wide range of fault conditions. For example, the credit card on file to pay ad spend may expire. Or a platform's bot may flag an ad and disable it. The PPC platform may declare that your ad copy infringes upon a Trademarked word like "time" (yes, this happens!).

First, a ppc campaign cannot be sold as a self-contained asset because it is intellectual property that runs on a ppc platform owned by the platform provider. Ownership of the account is subject to the overarching terms and restrictions you agree to under the platform provider’s terms of service.

On many sites today you find an animated element on the site that rotates the display of content, images, or blog posts, This is commonly known as a “carousel”. Usually, these images rotate on a loop at various speeds. Carousels gained popularity in 2016 and were a runaway hit with web developers for several years. From a design perspective, carousels do add an attractive element, carousels often have a negative effect on the marketing performance. Extensive web marketing research has revealed that instead of enticing user response, carousels actually detract from the marketing performance of websites.

As part of the running calculation which sets the quality score for a keyword, a PPC platform spiders the landing page associated with each keyword to assess the relevancy across keyword, ad copy, and landing page content. Therefore landing pages with content relevant to the keyword, and correct on-page SEO optimization will tend to pull higher PPC quality scores. So the answer is yes, SEO does tend to positively impact PPC search campaign performance. But it’s an indirect relationship.

When a lead is generated through advertising, the marketing process, or another source such as a face-to-face encounter, the lead is usually characterized as a prospective customer.  At that point, the salesperson will designate that the prospect is “in the funnel”. This is only the start of transit of the lead through the imaginary "sales funnel".  The early funnel area is represented by the opening at the top, in the accompanying diagram.

While the intent may be good, this is a bad practice. Text email addresses that are exposed to the open internet on a web page are harvested by bots, who may then use them for nefarious purposes like email address spoofing. Bad actors can imitate (phish) your "exposed" email address. It's the email equivalent of leaving your keys in the car for convenience.

The PPC Hero Conference The first in-person conference (The PPC Hero conference) on paid search advertising was held on Monday, Jan 31 and Tuesday, Feb 1 at the downtown Hilton in Austin, ...

Last year, Google announced that they will shift to the "responsive search ad" format only within search campaigns, by eliminating extended text ads on June 22, 2022. Now that the day has almost arrived, it appears we're seeing a preview of it now. 

Are you feeling the Google Smart Shopping blues? Symptoms include irritability, restlessness, an inability to sleep, and a sickening feeling about what's happening to all your eCommerce ad spend.