Shifting to Google Responsive Search Ads: 3 must-know tips
Responsive Search Ads are a huge shift from the ETA format. Learn how RSAs work and get tips on how to get more out of them.
Mona Elesseily writes extensively and speaks internationally on search & online marketing. She is the Vice President of Online Marketing Strategy at Page Zero Media, where she focuses on search engine marketing strategy, landing page optimization (LPO) and conversion rate optimization (CRO).
Paid search missed opportunities: Here’s a checklist to stay on track
Companies of all sizes make similar mistakes so it's important to focus on tracking all marketing initiatives and paying attention to core metrics.
The Mad Scientists of Paid Search — SMX Advanced Session Recap
Honoring a long-standing SMX Advanced tradition, 3 mad scientists share test results and analyze trends to unlock the secrets of attribution and paid search behaviors. Here's a recap of their session by contributor Mona Elesseily.
The new Google AdWords interface is coming soon. Are you ready?
Bagpipe music in AdWords? Contributor Mona Elessily lists pros and cons of the new Google AdWords interface as she sees and hears it.
Are you ready for the attribution changes coming to Google AdWords?
If you're not, columnist Mona Elesseily will help you get up to speed. Here's her overview of attribution and five different replacement models available in Google AdWords.
5 New Year’s resolutions for your PPC campaigns
Contributor Mona Elesseily shares her insights on fine-tuning your PPC campaigns for 2018 and beyond.
7 tips to ramp up your holiday advertising
Search marketers, are you ready for the holiday shopping season? Columnist Mona Elesseily shares tips for getting the most out of your holiday paid search ads.
Audiences to employ for extra online marketing bang!
Which audience lists are you using to amplify your paid search efforts? Columnist Mona Elesseily shares some of her favorites.
5 strategies to improve your ad copy
Need some ideas to make your search ads really shine? Columnist Mona Elesseily provides tips for improving your ad copy to increase conversions.
What’s love got to do with Valentine’s Day?
Looking to woo consumers this Valentine's Day? Columnist Mona Elesseily shares insights from Bing Ads (and her own experience) to help your holiday ads flourish.
Ad extensions for the entire decision journey
How can you use ad extensions to move potential customers further down the sales funnel? Columnist Mona Elesseily shares some tactical advice.
Expanded text ads that kick butt
Wondering how to write great ads that convert in the age of expanded text ads? Columnist Mona Elesseily shares her tips and observations.
The 7 best ad and landing page elements to boost online conversions
How can you modify your ads and landing pages to boost conversions? Columnist Mona Elesseily has some advice.
Better in-store attribution is here
Closing the online-offline attribution gap is difficult, but strides have been made in recent years. Columnist Mona Elesseily discusses some of Google's innovations in this area and how they might be expanded in the future.
3 upcoming trends in paid search
What's on the horizon for paid search? Columnist Mona Elesseily shares her predictions based on current trends in the search marketing world.
How To Apply Neuroscience Principles To Your Landing Pages
By understanding how humans' brains work, explains columnist Mona Elesseily, we can better tailor landing pages to meet prospective customers' needs.
7 Mobile Landing Page Tips You Can Implement Tomorrow!
So you've set up your mobile PPC campaigns, but are these searchers converting? Columnist Mona Elesseily shares her tips for getting the most from your mobile landing pages.
Get Your High-Performing Ad Copy Today! Buy Now!
In this helpful how-to, columnist Mona Elesseily explains her process for writing compelling, effective copy for PPC ads.
Is There Hope For Your Prospective PPC Client Or Campaign? Giving PPC Tactics Essential Support
Many businesses look to paid search to kick-start their online marketing, but columnist Mona Elesseily notes that you need to have the right elements in place before you can launch a PPC initiative.
How To Drive Phone Conversions With PPC
You're using PPC ads to drive online sales, but what about phone calls? Columnist Mona Elesseily explains why you should be focusing on this valuable lead type.
5 PPC Testing Myths & Mistakes: How To Avoid Them!
Columnist Mona Elesseily has run a lot of landing page tests over the course of her career -- and seen a lot of these mistakes repeated over and over again.
5 Search Ad Copy Resolutions For 2015
It's often overlooked in favor of the new new thing, but contributor Mona Elesseily argues that overhauling ad creative can have an incredibly significant impact on your search campaign.
Understanding Cross-Device Attribution And Adjusting Campaigns Accordingly
Columnist Mona Elesseily explains why multi-device attribution is important and explores solutions for finding credible data on customers using two or three digital devices.
What’s Ahead For Paid Search?
As SERPs become more intuitive and in-app ads increase, the nature of paid search is changing. Columnist Mona Elesseily discusses how such shifts can shape the future of paid search.
Mobile PPC Tips & Tricks – What Works & Doesn’t
As we all know, the mobile environment is becoming more important, and mobile PPC is a topic companies are starting to pay more attention to. At this point, there’s still a lot of low-hanging fruit out there. In this article, I’ll share some mobile stats to begin with, and then provide some PPC tips and […]
Remarketing Tips Born Of Years Of Experience
Retargeting is an awesome way to reengage traffic that hasn’t converted. Over the years, it’s evolved, and the tools have become more robust. With this development, we’ve uncovered some effective remarketing strategies. In this article, I’ll cover some ideas related to engaging returning customers, obtaining new customers and remarketing related to specific search term queries. But […]
Remove Page Elements For Higher Converting Pages
People often talk about including elements on a page to improve landing page conversions and user experience. I know I’ve personally written a lot on this particular topic. But, did you know that removing page elements can be just as effective at increasing conversions as adding or tweaking elements on a page? Both large and […]
How To Reduce Landing Page Clutter For Optimal AdWords Performance
When it comes to optimizing PPC landing pages, marketers often think about beefing up page copy, adding trust signals, or including eye-catching graphics. What they often neglect to consider are ways to reduce page clutter — ways to make the information on your landing page easier to read, or ways to visually enhance the most […]
3 Simple Messaging Changes That Can Mean Big PPC Bucks
There are many ways in which PPC accounts can go astray. For example, wrong keywords, incorrect bidding, bad landing pages, etc… I think you get the picture. An often overlooked pitfall relates to basic marketing strategy/messaging. If basic marketing principles are overlooked, PPC goodness tends to fall off the rails. In this article, I’ll cover […]
I Don’t Want No Scrub (Agency)
You know the song, so sing it with me people! I made some modifications to the lyrics below that demonstrate my point well: I don’t want no scrub (paid search practitioner) A scrub (PPC ) is a guy (PPC person) that can’t get no love from me Hanging out the passenger side Of his best […]
5 Ways PPC Can Make You A Smarter Marketer
I’ve come to the conclusion that search marketing makes you super smart when you use it to its full potential. Obviously, one doesn’t get smart by being lazy, complacent or having campaigns run on autopilot. PPC smarts come from rolling up your sleeves and getting your hands dirty with data, analysis, and data-driven decisions. In […]
5 More Landing Pages Tests To Improve Performance
Now that you’ve had a chance to implement 7 Landing Page Tests You Can Run Tomorrow, I have a few more weapons you can add to your SEM testing arsenal to improve landing page performance. 1. Don’t Provide Too Many Options In the last 10 years, I’ve only seen a home page convert better than […]
7 Landing Page Tests You Can Run Tomorrow!
For many years, I’ve been participating in sessions/panels in which I critique PPC landing pages volunteered by audience members. As crowds go wild for this type of session, I’ve decided to use this space to focus on effective landing page elements and provide several examples thereof. #1 Use Credibility Indicators Include credibility indicators on your landing page […]
Google Shopping Ads: What We’ve Learned So Far
In October 2012, Google Product Listing Ads (PLAs) became Google Shopping. With this, Google removed the Google Shopping listings from the organic side of the equation and made them a purely PPC play. Many people, including Danny Sullivan, have noted that Google has now embraced a paid inclusion model. Things have certainly changed, and advertisers […]
3 Neuromarketing Considerations For Landing Page Optimization
Last month, I attended a webinar by Tim Ash called “Understanding the Brain’s Need for Novelty & Shortcuts.” This made me think and realize that many of our PPC landing page strategies are “shortcuts” and relate directly to the field of neuromarketing. Neuromarketing is a relatively new field of marketing research that studies consumers’ cognitive […]
7 Tips To Avoid High Bounce Rates On Landing Pages
Five years ago, Avinash Kaushik famously described the sequence of the typical unsatisfied website visitor: “I came, I puked, I left.” There is a little less puking these days, but after clicking on an ad, far too many visitors are still squinting, yawning, shrugging their shoulders, or having trouble connecting their needs and wants with […]
5 Quick Fixes To AdWords Default Campaign Options
There are a lot of levers to pull in PPC, and it can be confusing to prioritize them. One very good and often-overlooked area to focus on is the campaign settings tab in the Google AdWords interface. As you know, there are default settings in Google, and they can be calibrated too broadly or too […]
5 Ways To Jumpstart Facebook Ads
The Facebook Paid Ads program has tremendous potential if you know what trees to bark up. And if you’re willing to put effort into making your advertising as effective as possible, as with any other type of advertising. In this article, I’ll cover some tips to improve your Facebook advertising. 1. Take Advantage Of Facebook […]
5 Tips To Fine Tune PPC Ad Copy
Of all the communicating we humans do, it’s estimated that only 7% of our message is transmitted by the words we choose, while the rest of our meaning and intention comes from the tone, body language and other non-verbal cues we use. So what does this means for PPC advertisers, who communicate exclusively in short […]
3 Common Landing Page Flops To Avoid
In a previous article, I covered 3 Common PPC Ad Copy Flops. In this article, I’ll cover common landing page flops and discuss ways in which pages can be tweaked to improve conversions, overall marketing messages and various other factors. Some of my examples relate to common webpages but logic can obviously be applied to […]