Website optimization Archives - WebSiteOptimization.com

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 …

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 …

PPC Optimization: Localize Ad Text

With Google’s new expanded text ads (90 characters vs. 45) there is more room to make your case to potential buyers. One of the best ways to optimize a PPC account is to improve the ad text. This article shows how you can use local landmarks to boost click-through rates and conversions. PPC Ad Text …

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 …

PPC Optimization: Excluding ZIP Codes by Income

For cosmetic dentists, proper targeting is everything in PPC advertising. Cosmetic dentists typically target more affluent clients that can afford their smile makeover services. Marketing cosmetic services to your entire target geography does not make economic sense. A better approach is to only market to geographic areas that can afford your services. This article shows …

Effectiveness of Search Engine Marketing Channels

Digital ad spending passed TV for the first time in 2017 (Kafka & Molla 2017). In fact, digital ads will make up 50% of all ad spending by the end of 2018, faster than expected (Berwitz 2018). With the growing penetration of digital advertising, it’s important to use the most effective online advertising channels. This …

PPC Optimization: Avoid Over Optimization

There is such a thing as over optimization in PPC. In your quest to lower costs you can actually go too far. This article shows the effects of driving down CPC and cost per conversion and a potential solution. Driving Down PPC Costs For lower margin products or services, you want to keep your costs …

PPC Optimization: Enhanced CPC & Maximize Clicks – ECPC vs. Target CPA

Last time we explored the option of using experiments to optimize your PPC campaigns in Google Adwords. This time we put that knowledge to the test. In this article we show how to improve an existing call only campaign with a lowball enhanced CPC bid strategy (ECPC).

Optimizing PPC Campaigns with Experiments – Target CPA vs. Maximize Conversions

Continuing our ongoing series on PPC optimization, this time we look at PPC drafts and experiments. Drafts and experiments lets you propose and test changes to your Google Adwords search and display campaigns. Using experiments you can optimize the performance of your campaigns to squeeze more leads our of less spend. This article shows how to set up a PPC experiment for a dental client.

Optimizing PPC Callout Extensions – maximize adwords text ad performance

To squeeze the maximum benefit from your Pay Per Click (PPC) campaign, you need to optimize every component that goes into PPC advertising. Ad extensions expand your ads with relevant snippets of text. Callout extensions allow you to include additional text in PPC text ads at no additional cost (see Figure 1).