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All Things Data-Driven Marketing

Single keyword ad groups

Single Keyword Ad Groups (SKAGs) are ad groups in Google Ads with just one keyword in them. They help PPC marketers gain more control and a cleaner account structure.

Improving your Quality Score, increasing your click-through rate (CTR), reducing your ad spend without compromising results… These are all top-of-mind for PPC marketers using Google Ads.

We increased our CTR by 28.1%, improving our Quality Score from 5.56 to 7.95 (out of 10). How did we do it?

Through single keyword ad groups. While this tactic is not as widely-known as some others, smart marketers are using it to maximize their PPC spend. Here’s what you need to know to do it too.

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The Complete Guide to Writing Product Descriptions That Convert

Most product descriptions are awful. Or worse, non-existent.

Product copy and product descriptions seem like such minor parts of a website in the grand scheme of conversion optimization, so many brands brush it off. But for companies doing it right, writing excellent product descriptions is a great way to sprinkle brand personality in a place that most people don’t expect it.

In fact, some companies do product copy so well that it’s almost a feature of the product itself.

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Form Fields

You have a landing page and plenty of traffic, but no one is clicking the submit button on your lead generation form. What gives?

If you’re like most people, your first instinct is to remove form fields to reduce friction. Sounds simple and, well, pretty obvious, right? If you want more people to complete your form, ask less of them. A best practice was born.

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Micro funnels: What They Are and How to Use Them

Lead generation is vital for any business. Once you’re generating some leads, the next logical step is to improve the conversion rate.

Depending on your niche, there are different tactics and methods for improving conversions. One you may not have heard of is creating and optimizing micro funnels.

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Want to Build an Amazing MarTech Stack? Avoid These 12 Mistakes

You want to do amazing marketing. You want to empower your team, collect the right data, create unique content, automate funnels, personalize communication, report with ease, act on insight, and achieve the snowball effect.

If you’ve read my book or taken my course, you know that marketing technology is vital to your success. Now, you’re ready to learn about the mistakes that marketers have made—so you can avoid them, build marketing leadership skills, and get ahead faster.

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m(Dot) vs. Responsive vs. Adaptive

Every once in a while a big debate comes along in the conversion optimization industry. There was the carousel debate, the hamburger menu debate, the above the fold debate, etc.

Optimizers have been debating another question: Which mobile design is best for optimizers?

Is it m(Dot) design, responsive design, or adaptive design? All three options have their unique pros and cons as far as UX and SEO go, but which is most suitable for someone running experiments and tests on the regular?

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