PPC
How PPC Advertisers Can Best Leverage The Research Period This Holiday Season
Columnist Benjamin Vigneron shares thoughts and data on how to pace your search marketing budget over the course of the holiday...
Benjamin Vigneron
Benjamin Vigneron is a seasoned digital marketing strategist with experience in Europe and the US and was listed as one of the best eCommerce PPC Experts by PPC Hero in September 2014. He currently works as a Senior Business Analyst in the Digital Marketing team at Adobe, where he provides advertisers and account management teams with data-driven and actionable insights on strategies to optimize their search, programmatic, and social initiatives.
Analytics & Conversion
How Page Views, Time On Site & Bounce Rate Predict For Changes In Quality Score And Revenue
Columnist Benjamin Vigneron explains how you can use website analytics data to derive insights that you can apply to your paid search...
Content
Mobile Searches Now The Lion’s Share: 5 Tips Not To Miss The Boat
The year of mobile has arrived -- and with it, the need to put as much into your mobile paid search campaigns as your desktop ones. Columnist...
Analytics & Conversion
The Missing Link: 3 Steps For Connecting TV & SEM Performance
Columnist Benjamin Vigneron shares his method for attributing changes in SEM performance over time to multiple internal and external...
Content
3 Steps To Optimizing Local Paid Search
Columnist Benjamin Vigneron explains how to localize your messaging and optimize your budget across your best performing locations in Google...
Tackling AdWords’ New Default Close Variants Matching Behavior
Contributor Benjamin Vigneron explores the new default behavior and finds an efficient negative keyword strategy is more important than ever....
Commerce
3 Opportunities With Those New Google Shopping Campaigns
For those who are not necessarily familiar with Google Shopping campaigns — let’s clarify things straight away. Product listing ads...
5 Steps To Leverage Those AdWords Bid Simulations For Maximum Return
Though the basic concepts have remained the same, a lot has changed since Hal Varian released his bidding tutorial back in 2009 (video autoplay),...
PPC
3 Tips To Fine-Tune Your Paid Search Program For The Holidays
With Black Friday and Cyber Monday around the corner, it is high time search marketers got their paid search program ready to scale up efficiently....
Analytics & Conversion
How To Use The New AdWords Estimated Cross-Device Conversions
A couple of months after the paid search world had to transition to AdWords Enhanced Campaigns in the name of simplified and more relevant...
Google Ads
Segmenting Your Paid Search Program For Improved Manageability
Most direct response marketers either need to meet a given efficiency goal (CPA, ROAS, etc.) or get the most of the budget available — or both...
Google Ads
5 Steps to Implement a Successful Bidding Strategy in Paid Search
When you set up bidding in paid search, it’s important you put a strategy in place prior to implementation. The most relevant questions that...
Google Ads
Analyzing Cost-Per-Click Inflation In The Marketplace
In any pay-per-click auction environment (like paid search), the average cost-per-click (CPC) represents the result of a complex auction algorithm...
Analytics & Conversion
Smart Geographic Segmentation & Bidding With Enhanced Campaigns
New PPC Best Practices In An Enhanced Campaign World was one of SMX Advanced Seattle’s most engaging sessions; and, as a speaker, I have...
Analytics & Conversion
Analyzing Competitiveness In Your Paid Search Account
The auction-based industry we work in involves a number of metrics which help search marketers identify where they are doing better or worse than the...
Analytics & Conversion
How To Determine Your Hourly Bid Multipliers In AdWords
Since I received some solid feedback on my last column detailing how to determine mobile & geo bid multipliers for enhanced campaigns, I thought...
Analytics & Conversion
How To Determine Your Mobile & Geo Bid Multipliers For Enhanced Campaigns
As every search marketer should be aware by now, AdWords enhanced campaigns now allow you to set campaign-level bid multipliers for your mobile...
Analytics & Conversion
How To Use Regression Analysis To Estimate Incremental Revenue Opportunities
My previous article was about estimating the potential for growth for those paid search campaigns capped due to insufficient budget. This was...
Analytics & Conversion
How To Estimate Incremental Revenue Opportunities With Impression Share Data
When looking for opportunities for growth, most search marketers try to find ways to estimate how much they can scale up their paid search effort,...
Analytics & Conversion
A/B Testing From Search To Conversion
As I mentioned in a previous post, search marketers should work on finding the middle ground between a high CTR (appealing ads) and a high conversion...