Author Archives: Jaime Sikora

About Jaime Sikora

Jaime Sikora joined PPC Associates in July 2011. Jaime graduated from the University of Illinois at Urbana-Champaign with a degree in Advertising. Prior to joining PPC Associates, she worked in the newspaper industry at the Chicago Sun-Times. In her spare time, Jaime enjoys reading, cooking, traveling, and spending time at the Chicago lakefront.

A quick-start guide to Dynamic Search Ads

Posted on June 13, 2013 by Jaime Sikora

Recently, I gave Google’s Dynamic Search Ads a try in one of my higher-volume accounts. The concept of this former beta seemed a little risky, so, like all of the new ideas Google pushes out, I decided to proceed with caution. I only tested it in one geo, with a low bid to start. The results? Complete and total awesomeness: lower CPA and higher CVR for a crapton of conversions. Granted, this product isn’t right for every account, but for good candidates, here are a couple of quick … Continue reading →

Posted in Google | Leave a comment

Pre-Conversion Data Metrics to Use for Optimization

Posted on April 18, 2013 by Jaime Sikora

In somewhat recent history, I worked on an brand-new SEM account with a rather lengthy conversion cycle. Although conversions, revenue, return on ad spend, conversion rate, and cost-per-acquisition were the most important metrics (especially for the needs of this account), they weren’t there in the early days, and basic optimizations were needed. So where do you turn? You’ve gotta draw some inferences until the harder data comes in. Here are the metrics I found most helpful when the ever-important conversion data simply wasn’t there. Click-Through Rate Although it … Continue reading →

Posted in Analytics | 3 Comments

Laugh and learn: check your DKI and contextual negatives

Posted on March 7, 2013 by Jaime Sikora

Google’s Dynamic Keyword Insertion (or DKI) can be an SEM’s best friend and worst enemy. When it comes to a company that sells a wide variety of products, it definitely is the easiest way out. However, in exchange for some extra-customized ads, one ends up with a store that claims to sell some ridiculous products on occasion (check for contextual negatives, people!) based on some of the ridiculous things people search for. There we go. For example, it all started when I was looking for a brand of … Continue reading →

Posted in Featured | 2 Comments

How SEM is Like Online Dating

Posted on February 14, 2013 by Jaime Sikora

Today’s post is by PPC Associates teammates Jaime Sikora and Laura Rodnitzky, who touch on two concepts they have a bit of experience in… Recently, we had the epiphany that Search Engine Marketing and Online Dating can be quite similar at times. Here are some best practices for both. (Happy Valentine’s Day!) Put Your Best Face Forward In advertising, you want an accurate yet attractive picture of the product you are trying to sell. Make sure it’s displayed prominently on the landing page and it stands out; having … Continue reading →

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5 Tips for Babysitting a Colleague’s Account

Posted on January 10, 2013 by Jaime Sikora

All hard-working SEMs occasionally need a break. We all need some time off to use those vacation days. Although, as we all know, action on our accounts continues 24/7. We all occasionally need someone to watch our accounts; we all occasionally need to be the babysitter (for good PPC karma). Here are my 5 best tips of what to watch for while keeping an eye on someone’s account while he or she is out. 1) Make sure the daily budgets don’t run out In someone else’s account, which … Continue reading →

Posted in Experience | 1 Comment