Funnel Math for PPC 101

Whenever I speak with a new PPC client, I ask a sequence of questions to understand their lead funnel and more about their business. They’re usually something like this: What is a customer worth to you? (Lifetime Value or LTV) What is the average order value? (AOV) How many orders will a customer make in

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4 Facebook Ad Features You’re Probably Overlooking

I recently walked a couple of team members through campaign creation in Facebook and I remembered how different and sometimes overwhelming the Facebook interface can be when you’re just beginning. You eventually develop a workflow and know how to find things, but up until then, Facebook’s interface can feel clunky and weird. I realized that there’s

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Use Caution With Responsive Ads in AdWords

While doing some month-end analysis from April, my client came across a larger than usual discrepancy between Google Analytics sessions and AdWords clicks for a GDN-targeted campaign. While differences are pretty standard, this one was much larger than usual so we dug as deep as we could with no success. We escalated it with a

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