Blog Posts by Valerie Davis

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Starting with Mobile: Today’s Path to Purchase

Posted on Aug 19, 2014 by
Does your paid media strategy include mobile? If not, it should. If you are not playing in mobile search because the direct performance is inadequate, think again. You could be hurting your business. We all know in today’s connected world, it is easier to access information. Customers’ shopping habits are more sophisticated than ever before. Google stated this year at Think Shopper that “shoppers on average search 6x’s before converting” and “90% of users reference multiple devices”.  Google also stated “32% of shopping BEGINS on a mobile device.” Yes, today there is still a blind spot due to cross device […] Continue reading

Google AdWords Quality Score: How PLAs are Changing the Equation for Text Ads

Posted on Apr 07, 2014 by
Google, do you have a plan for updating your quality score algorithm?  We know that ultimately the QS algorithm is a black box, but we have a fairly comprehensive understanding of the factors that go into evaluating quality score.  The #1 bullet on the list is CLICK THRU RATE (CTR). See Google Adwords support. This quality score rundown is something we as advertisers have taken as doctrine, and for our clients, we optimize our programs to improve CTR. It’s a no brainer, right? Enter Google’s Product Listing Ads (PLAs).  PLAs are an amazing ad format and a majority of our […] Continue reading

‘Tis the Season: Performance Following Continued Trends

Posted on Dec 13, 2013 by
Overall click growth continues to drive success for PM Digital retail clients this year. On Thursday, clients posted a 42% increase in clicks helping to produce revenue growth of 28%.  With YoY CPC decreases being the big story of the week, clients are benefiting from the 12% decline yesterday enabling them to maintain the same ROI YoY.  With not many shopping days left to the season, we are maximizing every opportunity to ride this wave into next week! Happy Shopping! Continue reading

‘Tis the Season: Tuesday Does Not Disappoint

Posted on Dec 12, 2013 by
In 2012, the Tuesday after Green Monday was the 4th highest spending day. Performance as our indicator, we believe it will remain in the top 5.  Tuesday our client’s generated only 13% less revenue than they did on Green Monday, and what’s more? Their YoY growth continues to be strong with order volume up over 40% and revenue up over 38%! The big story continues to be the YoY improvements to CTR – on Tuesday it was 62%. This improvement helped drive 47% more click volume even in light of the YoY impression decline of 9%. ROI remained strong thanks […] Continue reading

‘Tis the Season: Week #2 Draws to a Close with Impressive Results

Posted on Dec 09, 2013 by
As the song goes, “it’s the most wonderful time of the year”. However, those of us in retail know how stressful it can be. Comping YoY revenue, more so, thriving to beat our plans, has us all looking at our numbers daily, even hourly to ensure we are as fine-tuned as possible to maximize and leverage every possible opportunity. PM Digital retail clients posted an incredible week, showing strong YoY growth with Cyber Monday included in both years.  Results by the numbers include a 50% increase in orders and 43% increase in revenue.  Spend did rise 51%, and this was […] Continue reading

‘Tis the Season: Time to Name Another Day – Surprise Tuesday!

Posted on Dec 04, 2013 by
Like every year, Cyber Monday proved to be a huge revenue day for PM Digital retail clients… but the day after became Surprise Tuesday in terms of YoY growth and overall efficiency. PM Digital clients realized 62% revenue growth while increasing their costs only 37%.  Even with impressions being down 17%, clients generated 30% more in clicks with improvements in CTRs of over 55%.  This, coupled with a much stronger conversion rate (29% YoY), helped fuel large growth in orders and revenue. We also continue to benefit from lower than expected increases in CPCs YoY. The end result: a 21% improvement […] Continue reading

Google’s New Enhanced Campaigns – Feature-Rich, But Are We Paying a Premium?

Posted on Oct 04, 2013 by
It’s been just over two months since Google’s Enhanced Campaigns were fully transitioned. While we initially rolled our eyes at the idea of having to transfer existing campaigns and losing insight to tablet bid management, we have been embracing the new feature-rich ad extensions the move to Enhanced has offered us. These new ad extensions, such as image ads, extended sitelinks, communication & offer extensions really make ads pop.  However, do these new features come at a cost at a time when CPCs are already on the rise? Some early results indicate that these new features are not a cost-free […] Continue reading