Blog: Where you can learn from us.

Mark Covert
PPC Strategist
Do you ever lie awake at night wondering how PPC came to be? Probably not. Yet even though the existence of pay per click advertising may not be something that keeps you up at night, it’s helpful to look back at where it came from. PPC has gotten a bad reputation over the years, and some even claim...
Mark Covert
PPC Strategist
How PPC Helps Higher Ed Rank With so much content being published online, colleges and universities are finding it harder to stand out and get their content into the right hands. By using pay-per-click (PPC) advertising, higher education can target potential students who are actively searching...
Mark Covert
PPC Strategist
With every search comes another indication of who we are as people. Take the recent Paris attacks for instance. A tragedy such as this can make the world seem like a terrible, evil place. How could people be so heartless as to kill over a hundred innocent civilians and then be proud to take credit...
Mark Covert
PPC Strategist
The Importance of PPC for Increasing Your Business PPC is definitely a mixed bag. Some marketers love it, others hate it. The only thing that we’ve seen to be consistent is that those who love pay per click have success with it and those who are frustrated with it don’t see much, if any, results...
Mark Covert
PPC Strategist
What Most People Don't Understand About PPC You can’t talk about PPC without talking about conversion rate optimization (CRO). Each time someone clicks your link, you have the opportunity to gain a conversion. Maybe that person will fill out a form, become a subscriber or complete a sale....
Mark Covert
PPC Strategist
Using PPC for International Student Recruitment Higher institutions have always had to face unique challenges, and today that challenge is acquiring a solid base of qualified leads out of a shrinking number of prospects. With the rising costs of college and economy hardships, college enrolment is...
Mark Covert
PPC Strategist
When it comes time to setting and tracking your marketing KPIs, or key performance indicators, you’re probably aware of the typical metrics such as sales revenue, leads and cost per acquisition. But there are many other KPIs that you should be tracking in order to deliver more successful marketing...
Mark Covert
PPC Strategist
As Google’s algorithms change, content marketing becomes increasingly important. Blogs and website information need to be constantly improved to keep search engine results high. In 2009, Google announced 200 variables were used to determine search engine results. Today, that number is believed to...
Mark Covert
PPC Strategist
As you give your marketing campaign a good hard look at the start of the New Year, you notice the things that are working successfully for your brand - and the things that aren’t. Yet just because a marketing tactic hasn’t been successful doesn’t mean you should automatically denounce it. Take pay-...
Mark Covert
PPC Strategist
People enjoy comedy. They are drawn to it in every aspect of media whether it’s videos, content, images or social media posts. Sites like Funny or Die, The Onion, and of course, YouTube receive millions of hits every year. What is it about seeing or reading something funny in media that makes us...
Mark Covert
PPC Strategist
If there’s one thing that marketers have an abundance of, it’s options for spending money on paid search. While it’s nice to have varied choices, it also makes it more confusing. Which options should you pursue? Which should you leave behind? How many paid traffic sources should you be using? Each...
Mark Covert
PPC Strategist
Key performance indicators (KPIs) may not be one of the most exciting parts of a marketer’s job, but it’s certainly one of the most important. KPIs help you determine how well you're meeting your goals so that you can identify the measures that are working. Using this information, you can then...
Mark Covert
PPC Strategist
You can’t deny the power of inbound marketing. Customers are smarter and more confident about what they want. Some purchases are impulse buys, but many others are well-researched before they are made. By this point, the customer is on a direct path to buying what they want, and it’s up to you to be...
Mark Covert
PPC Strategist
The end of the year is a great conversation starter in itself. Marketers love to look back on the past year, embracing the trends that stuck and writing off the ones that didn’t. With a new year comes a set of new predictions, and there certainly is no shortage of future telling in 2015. One area...
Mark Covert
PPC Strategist
At first, writing ads can be fun and exciting, especially with high hopes for new paid search campaigns. Yet over time, writing ads loses its appeal and can leave you with ad fatigue. No matter how tired or bored you are with writing ad copy, digital ads require a lot of attention to keep them...
Mark Covert
PPC Strategist
Earlier this month, Google announced that conversion estimates had been added to the Keyword Planner tool in AdWords. If you missed the memo, we have the scoop for you. Google plans on using your account’s historical conversion data, but if you don’t want to use this data, you can enter in your own...
Mark Covert
PPC Strategist
According to research from Covario, a San Diego, California search marketing agency, mobile search volume has risen 120 percent, with one-third of last quarter’s paid search spend going to mobile. The quarterly analysis covered Covario clients in the tech, consumer electronics and retail industries...
Mark Covert
PPC Strategist
E-commerce holiday sales are expected to increase by 16.6 percent this year, which has business owners and marketers alike pumped to make the most of the holiday shopping season. As we roll into the month of November, you should be thinking of a marketing campaign that will bring in new customers...
Mark Covert
PPC Strategist
Nothing is more frustrating than learning that your products aren’t appearing on search like they should. Before you find yourself in this predicament, get familiar with the updated Shopping Feed Specifications from Google that were enforced in September. These data requirements for Google Shopping...
Mark Covert
PPC Strategist
Wouldn’t it be nice to know what your competitors were doing this quarter? Well, we’ll let you in on a little secret. Your competitors have been determining what plays they will use to generate more sales and exposure in Q4. If these plays are executed well, it’s your competitors that will be...
Mark Covert
PPC Strategist
PPC campaigns are great marketing tools, but every detail matters. Even if you’re a pro at launching campaigns, it’s easy for things to get overlooked. Using a checklist before your campaign goes live is helpful and ensures that nothing slips through the cracks and disrupts your marketing campaign...
Mark Covert
PPC Strategist
With so many advertising channels these days, it’s hard to know where to put your time and money. At the end of the day, all marketers have the same goal in mind: to deliver targeted messages to the most relevant audience. When you land the right messages in the right hands, it directly drives...
Mark Covert
PPC Strategist
Google Analytics for iOS devices has finally arrived! Even though the app has been available for Android devices for quite some time, this is the first release for iOS devices, which means a large audience was missing out on the convenience of the app. The app is compatible with the iPhone, iPad...
Mark Covert
PPC Strategist
Google announced last month that new shopping feed requirements were underway. The new changes will be rolled out at the end of September with the intention of accommodating Google’s recent mobile ad format update and Shopping Campaigns, which will be coming in August. Until now, Google’s ads have...
Mark Covert
PPC Strategist
Everyone tells you to measure your success whether you’re running a PPC campaign or launching a new content marketing strategy. Yes, measuring is good, but it isn’t always black and white. For instance, if you launch a Twitter campaign and see a spike in web traffic, how do you know with certainty...
Mark Covert
PPC Strategist
If your company has a valuable in-house PPC team, you may think that talking to an outside digital marketing agency is not necessary. After all, you don’t want to replace your in-house team, so why bother reaching out? Well, we couldn’t agree more (with the first part at least). Just because you...
Mark Covert
PPC Strategist
Imagine you research a pair of designer sunglasses on your smartphone. They look great. Their reviews are favorable. They’re in your price range. But, you’re still not 100% sold on them. Several days later, you’re walking down the street and your smartphone alerts you that those sunglasses are...
Mark Covert
PPC Strategist
Marketing campaigns require a lot of time, effort and money, but what ultimately makes visitors convert into customers is often a mystery. Thanks to research from companies like Marin Software, we’re learning more about the small details that make users more likely to be engaged and convert into...
Mark Covert
PPC Strategist
Making mistakes is a part of life, and it’s certainly a part of optimizing your landing page marketing strategy. Although every business has to go through some trial and error to find what works for them, there are certain mistakes that aren’t worth making. Some of these missteps will only cost you...
Mark Covert
PPC Strategist
Pay-per-click campaigns involve a lot of trial and error to determine which types of ads, ad placement and keywords get the most clicks. For quite some time, marketers have been receiving advice on how to make their PPC campaigns most effective. Some of  the biggest factors that they focus on...
Mark Covert
PPC Strategist
Happy April Fools’ Day! Don’t worry, we’re not going to waste your time by making you read some nonsense that turns out to be untrue at the end. We know that you have to use your time wisely these days. But we did want to take the time to address some things that marketers should never, ever joke...
Mark Covert
PPC Strategist
Have you ever wondered how Google continually gains momentum and is able to expand their products and services into other markets? Not just a search engine, but a browser, a mobile service, a social media platform, a place to blog, a place to hangout. The list goes on. And, to much surprise, the...
Mark Covert
PPC Strategist
When running an online campaign, there are dozens of features to take advantage of to make the program fruitful. The trouble is that so many marketers don’t fully understand these features, placing limitations on their own success. One such example is the pay-per-click (PPC) model. Even though PPC...
Mark Covert
PPC Strategist
In the past, universities poured their time, energy and advertising budget into maximizing fall enrollment. With many universities facing increasingly higher enrollment rates, schools were left with the difficult decision of sending away applicants who may have been a great match for their program...
Mark Covert
PPC Strategist
Since the turn of the century, there has been substantial growth in the number of undergraduate students studying abroad. More recently, competition for these students has intensified, as a greater international student base means a higher tuition revenue score and a diverse campus that represents...
Mark Covert
PPC Strategist
Traditionally, a student will start their higher education experience in the fall, along with hundreds or thousands of other students. Yet the factors that surround today’s universities are changing in more ways than one, and admission time is a perfect example. Spring Admission: Why it May be...
Mark Covert
PPC Strategist
The familiar term CAPTCHA (Completely Automated Public Turing test to tell Computers and Humans Apart) refers to a program that generates and grades tests that humans can pass but computers cannot. A common example of a CAPTCHA is the distorted text that you sometimes have to read when doing a...
Mark Covert
PPC Strategist
Things are about to get crazy. Last fall, Google announced Course Builder, an open platform that allows users to build their own MOOCs for free. It is an experimental platform that was created in response to the demand for online education. Everything from game theory to philanthropy has been...
Mark Covert
PPC Strategist
According to the American Cancer Society, breast cancer is the second most common cancer among women, following skin cancer. About 1 in 8 women will develop breast cancer in their lifetime. The outcome is different for everyone. Some will survive, some will not. But, one thing is for certain: no...
Mark Covert
PPC Strategist
U.S. agency revenue may have increased 5.6% in 2012, but that was the slowest growth since the ad market started to recover in 2010. This year, agencies are on track for another period of moderate growth. U.S. agency revenue totaled $35.6 billion in 2012, so we can expect similar numbers in 2013....
Mark Covert
PPC Strategist
If your business is running a Google Adwords campaign, knowing and understanding what quality score means can be a game changer in how well your campaign does. In short, quality score is used to rank how relevant and useful a search engine believes a particular text ad to be. This relevancy is...
Mark Covert
PPC Strategist
Thanks to research shared by Google’s education team during a Hangout on Air, higher institutions are getting the opportunity to better market to prospective students. Higher education information is on demand on mobile devices, confirming that young adults do more than just search for concert...