IKEA is the master of using lifetime value to their advantage. They know that if they can entice you to open your wallet to buy a $3 footstool or a $5 breakfast then you'll be much more likely to also add larger pieces of furniture to your cart. They don't make any...

Some of the ways we segment your campaigns include: Computer vs Mobile Location Inventory criteria Audience criteria such as demographics and/or interests Placement Profit margin Search term And here's the pinnable...

Google Ads has a concept called "Negative Keywords" which is where you can specify which keywords you don't want to bid on. What I do is calculate the ROAS (Return On Ad Spend) on every search word over time (all automated), so we can easily work out which words led...

Google Merchant Centre is the marketing repository of all your inventory data. If there is a field missing or incorrectly populated you will get a warning or a disapproved product show up in Google Merchant Centre. A disapproved product cannot be marketed at all,...

If you want to see how your ads are performing, use Google Ads to pull up a report. Search Impression Share % tells you the percentage of users eligible to see your ad where the ad was shown by Google. Search Top IS (%) tells you the percentage of users eligible to...

If you sell B2B as well as B2C you may find that your average order size from phone calls and email enquiries are larger than your average order size from direct transaction. In this case, it is a good idea to assign a value for a phone call so that you can optimize...

Essentially, Google Ads will follow the path of least resistance. So if you set a high target on one campaign and a low target on another campaign, all things being equal your budget will be spent more on the campaign with the lower target. You can get yourself into...

To Implement a cap on brand name searches, you'll want to create a negative keyword list containing your own brand name. Add a few terms with and without spaces so that you are confident you have captured them all. Then for any particular criteria, you can have one...

We’re in the era of ecommerce. Mobile phones to the rescue! Ecommerce owners, I’m sure you know this already, but please make sure your website is mobile friendly! And cart saving emails really do make a big difference for the occasional instance when your customer...

A little bit tongue in cheek here... 🧻🧻🧻 But seriously, a lot of your online customers do look like this so make sure your site is designed so they can check out without needing to leave their chair! ...