All Posts By

Dorota Umeno

Why Saying “I don’t know” Makes You a Good Marketer

By | Analytics, User Testing | No Comments

i-don't-know-marketer-meme

“Until you can admit what you don’t know, it’s virtually impossible to learn what you need to. Because if you think you already have all the answers, you won’t go looking for them.” ~Stephen Dubner

On my last commute to work I was listening to the most recent Freakonomics podcast based on a chapter in their newest book titled “The Three Hardest Words in the English Language”. Here’s the link to the podcast, I highly recommend it. And I will be buying the book. (And no, I have no affiliation with Freakonomics, but I do love their stuff.)

Read More

User Testing: Do It or Die!

By | Uncategorized | No Comments

user-testing-or-die

Why User Testing Should Be a Permanent Line Item in Your Digital Marketing Budget

Well, OK. So this is a bit dramatic. You will likely not die (except maybe of shame) if you do not user test your website prior to launch and on an ongoing basis. But you might get fired if your manager finds out that you launched the brand spanking new website you just spent thousands of dollars on without considering the user experience.

Read More

A Mini-Primer on Google AdWords Remarketing

By | PPC | No Comments

Remarketing is the term Google uses to describe the practice known as retargeting in the non-GoogleMini-Primer-Google-AdWords-Remarketing search marketing lingo. The AdWords remarketing feature enables advertisers to cookie the browsers of visitors who visit their website to later re-target them with (targeted) text or banner ads when they visit other properties on the Google Display Network, such as YouTube, Gmail or any website participating in Google AdSense and serving Google ads.

Google first introduced remarketing in 2010 and we liked it then, but with some recent innovations we like it even more now.

Read More

Are You Ready to Go Mobile (GoMo) with AdWords Enhanced Campaigns?

By | PPC | No Comments

AdWords-Enhanced-Campaigns-Go-Mobile (360x166)

I stared drafting this post last week, shortly after the AdWords Enhanced Campaigns were announced. I decided to wait until I’d had a chance to sit through Google’s latest (second in the weekly series) webinar on Enhanced Campaigns: Enhanced Campaigns 201: Device bid adjustments & smarter mobile ads before posting. I have incorporated and will call out the key takeaways (specifically to go mobile) throughout my post.

Read More

What Makes the AdWords Enhanced Campaigns “Enhanced”?

By | PPC | No Comments

AdWords-Enhanced-Campaigns-Explained
On 02/09/2013 Google announced what amounts to a paradigm shift in how AdWords campaigns will be managed from now on with the introduction of a new set of tools it dubbed “Enhanced Campaigns”.  That day we posted an initial high level overview of the AdWords Enhanced Campaigns features.  We shared that enhanced campaigns would enable advertisers to manage their ads on multiple technology platforms, view multiple types of conversions in the same interface, among many other new features.   

Read More

Brave New AdWords: Google Announces Enhanced Campaigns

By | PPC | No Comments

When last Thursday I had lunch with a friend at Google AdWords and she hinted that there would begoogle-adwords-enhanced-campaigns a big announcement coming from Google AdWords “very soon”, I got all excited. She said the coming change would be as much of a shift as when Google AdWords switched from CPM to CPC in Search. That would be big. She suggested I pay close attention to the Google “Inside AdWords” blog. I did.

She was not bluffing. At noon on February 6th the big announcement was made on the blog. The introduction of what Google has dubbed “Enhanced Campaigns” would enable advertisers to manage their ads on multiple technology platforms, view multiple types of conversions side by side, all from a central interface. All this control would allow a business to precisely target a potential customer with the right message, in a format matched to the right device based on dimensions such as time, place and the searcher’s physical proximity to the business location.

Read More

Paid Search in 2013: Predictions for the (Near) Future of Paid Search

By | PPC | No Comments

PPC-Paid-Search-2013-Predictions
Update:
 Since this post was written, Google AdWords has unveiled “Enhanced Campaigns” which has changed many of the paid search predictions we previously had.  For more information on enhanced campaigns check out our Google AdWords Enhanced Campaigns Resource List (updated daily) or one of the following posts on Enhanced Campaigns:

Brave New AdWords: Google Announces Enhanced Campaigns

Read More