Jun
20


As Simple as One, Two, Feed: Google Shopping Campaign Basics and New Update

Don Duong Success with Google Shopping/PLA campaigns can be as simple as keeping up with the various Google updates. Even more so than AdWords, Google Shopping is a fairly new platform so Google is constantly tweaking it to help publishers execute their campaigns more efficiently. As my colleague Shay talked about in her most recent post (found here), switching to the new Google Shopping PLA campaigns will be mandatory by February 2015. Adopting the new platform earlier is, of course, recommended to get used to the inevitable changes immediately. Since then Google announced on their blog new Google Shopping feed specifications. A few…

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Jun
12


Using Demographic Data to Improve Google Display Campaigns

Ben Jamieson A common complaint of the Google Display Network (GDN) is that it is difficult for advertisers to reach their exact audience on the vast network of sites. Sure, it’s easy to drive impressions and clicks but attaining search-like conversion rates is nearly impossible. But with Google constantly changing, improving and developing the targeting options, it is now becoming a more realistic possibility. The recent developments for GDN targeting have allowed advertisers to collect and use demographic data, as well as affinity segments, to dial-in on their exact audiences.  With this information, advertisers can exclude users who are out of their…

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Jun
09


New Content API for Google Shopping

Shay Meadows   In December 2010, Google introduced the Google Content API for Shopping. On June 6th 2014, Google announced a new version of this Application Programming Interface (API). What does this mean for the PPC community? More insight into our clients data and new options to keep this data up to date.  The new version of the API allows us to: 1. Integrate better with the new Google Shopping PLA campaigns.  2. Get information on the item level.  For example, you can now see on an item level which specific item was disapproved for any unique product identifiers.  3. Update availability…

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May
30


Recovering from Bad Backlinks

Danielle Garza Before beginning your link acquisition strategy, it’s probably wise to audit your current backlink profile.  With link-based penalties being all the rage at the moment, some of us have learned the hard way that your past will eventually catch up with you.  Building an immense amount of low-quality links once worked for websites, but as Google became more savvy and continued to raise the bar it became pivotal to not only acquire high-quality backlinks, but also thoroughly inspect your profile to make good judgment calls on which links are causing poor rankings.  During the audit process you’ll also be able…

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