Launchpad Blog

Steve discusses 6 things to consider when deploying an eCommerce Shopping Campaign starting with “Smart Shopping” Campaigns vs. Standard Shopping Campaign

PPC call tracking facilitates the capture of search engine metadata associated with call conversions. This metadata becomes powerful information when it is used as the fuel for automated bidding or "machine learning" algorithms within a PPC platform.

Steve details 8 ingredients that should be present when developing high-performance search ad campaigns: a product marketing perspective; a strong keyword base, volume and CPC filtering; a semantically-based...

Why is it important to set conversion values? Without it, you won't know the two most important metrics in digital ad campaigns. Steve shows you how to estimate conversion values in this short video.

Why is it important to set conversion values? Without it, you won't know the two most important metrics in digital ad campaigns. Steve shows you how to estimate conversion values in this short video.

Skillfully executed, consistent PPC account performance management will boost the return on your paid search campaigns while lowering risk. The question becomes what degree of management, which varies depending upon the environment the campaign operates in, and the stage of development of the campaign.

Why is it important to set conversion values? Without it, you won't know the two most important metrics in digital ad campaigns. Steve shows you how to estimate conversion values in this short video.

Quality Score (QS) is a core mechanism in search engine ad platforms. Their workings are a bit opaque by design and can seem arbitrary at times.

Return on ad spend (ROAS) is not the most important metric to pay attention to, when measuring PPC advertising success. ROAS is secondary! Steve explains why in this 3-minute video.

The most important PPC metric is adverting cash flow, which is simply the revenue generated by campaign(s) minus the ad spend used to generate the revenue. It is calculated from the same two variables used to calculate return on ad spend (ROAS). The difference is that ad margin is calculated by subtracting cost from revenue, will ROAS is calculated by dividing cost into revenue.

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.