Web Site Optimization: Maximum Website Performance

Web site optimization produces highly competitive web sites that out-perform on every measure; traffic, speed, conversion rates, sell-throughs, and, most importantly, return on your investment.

We offer expert website optimization services and a book Website Optimization: Speed, Search Engine & Conversion Rate Secrets.

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PPC Optimization: Smart Display Campaigns

Like Smart Search Campaigns do for Search Campaigns, Smart Display Campaigns automate much of the semi-manual process of setting up and running a regular display campaign in Google Ads. The Google Display network has a vast reach of over 2 million sites reaching 90% of the people on the Internet. Display ads appear in many different formats …

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PPC Optimization: Early Warning 2

In a previous article, we wrote about early warning signals that can help you optimize PPC ads faster using Phone Calls and PTR (phone through rate) data. In this follow-up article we explore additional metrics to help optimize PPC ads faster, including Impressions Top & Absolute Top, and Average Session Duration. Using these metrics can give you …

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PPC Optimization: Optimizing Smart Campaigns

In July 2018 Google rolled out Smart Campaigns in Google Ads in the US. Smart campaigns are designed for small businesses without a dedicated marketing staff. Semi-automated and self optimizing Smart campaigns are designed to drive leads and traffic with minimal setup and maintenance (see Figure 1). While it may sound like an oxymoron, Smart …

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PPC Optimization: Minimize Learning Mode

In Google Ads the bid strategy you choose determines how Google calculates your ad bids. Different bid strategies have different uses and advantages, and include manual and automated bid strategies like “Maximize Clicks” and “Target CPA” (see Figure 1). Depending on your ultimate goal, leads, conversions or traffic, there are one or more bid strategies …

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PPC Optimization: Dayparting Display Ads

Display ads are a good way to advertise to a large audience at low cost. You can maximize your PPC campaign effectiveness by strategically targeting the demographics and schedule of your audience. This article shows how to “daypart” the ad schedule of a display campaign. What is Dayparting? Dayparting is the process of scheduling your …

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Third Party Services Slow Website Performance

Over the past few years, ecommerce sites have made a concerted effort to improve their shopping experience. Most ecommerce sites employ third party gizmos to add features like chat, recommendations, reviews, personalization and localization. The problem is, these third party scripts extract a cost: inconsistent website performance. The Growth of Third Party Services With the …

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The Tracker Tax: How Third Party Trackers Impact Website Speed in the United States

Personal consumer data has become the oil of the 21st century. American companies are expected to spend close to $20 billion on consumer data in 2018 (New York Times 2018). Data trackers are the main way advertisers gather this valuable consumer data. Trackers are small JavaScripts used by advertisers like Google and Facebook to monitor …

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Banner Ad Study: The Female Gaze

With the rapid growth of online advertising, viewer attention is becoming increasingly scarce. In 2018 alone, total media ad spending will rise 7.4% to $638 billion. Digital media will account for 43.5% of this total ad spend (eMarketer 2018) and will surpass conventional advertising by 2021. With online browsers bombarded with more and more advertising …

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