Our marketing morsels interview series with the titans of digital marketing continues with today’s insights from James Green, CEO of search retargeting leader Magnetic. Name:  James Green Title:  CEO Company:  Magnetic What’s the first metric you check when you start work for the day?   I really don’t have a routine to check metrics on a daily basis, but the metrics I look at most often are: sales for the day, week, month, quarter, and year-to-date. What’s one metric you rarely bother to check?  How much our sales people spend … Continue reading →

I love simple campaign structures. If you’ve read my blog before, you’ll know that I’m a firm believer in streamlined accounts w/ few campaigns (I’m willing to bet I used “firm believer” in this same context in prior blogs. Apologies to you and my editor). The question is, what do you do once you’ve made it so simple? Well, make it complicated again. The real advantage in having a basic campaign structure is deploying big, gnarly, account-level optimizations that would otherwise create clutter – perhaps none of those … Continue reading →

Today’s post is by Shawn Livengood, Online Marketing Manager for BuildASign.com. PPC keyword bidding is pretty complicated stuff these days, especially if you have an e-commerce account that needs to stay profitable. If you’re not satisfied with manually adjusting your bids, you can always use Google Enhanced CPC or Conversion Optimizer. Maybe you have some money to burn and want a third-party solution like Marin Software or Kenshoo. These solutions are all right, but in my experience I’ve found that your best results come when you’re running your … Continue reading →

Today’s post is by Sr. Account Manager Bob Sturges, a Cal grad and hockey moonlighter who has worked in digital marketing since 2009. In the world of SEM, there are many industries subject to pretty heavy levels of seasonality (I’ll bet nobody knows anything about that today, right?). Even outside the holidays, there are huge spikes — education, for one, is known for having its busiest months in August and January. One of the first things we often do with a new client at PPC Associates is look at … Continue reading →