Skip to content

Tag: seo

How to achieve a good score from Google Pagespeed Insights

Published by Joni on July 6, 2017

Speed is one of the most important ranking factors in technical search-engine optimization (SEO). Besides search rankings, pagespeed directly or indirectly influences Quality Score in AdWords (and thus to click prices), and, perhaps most importantly, to the usability of website. Better usability, more conversions. PageSpeed Insights is a free service by Google to score the speed of a website. 100/100…

Continue readingHow to achieve a good score from Google Pagespeed Insights

Advertisers actively following “Opportunities” in Google AdWords risk bid wars

Published by Joni on March 30, 2017

PPC bidding requires strategic thinking. Introduction. Wow. I was doing some SEM optimization in Google AdWords while a thought struck me. It is this: Advertisers actively following “Opportunities” in AdWords risk bid wars. Why is that? I’ll explain. Opportunities or not? The “Opportunities” feature proposes bid increases for given keywords, e.g. Week 1: Advertiser A has current bid b_a and…

Continue readingAdvertisers actively following “Opportunities” in Google AdWords risk bid wars

Facebook Ads: too high performance might turn on you (theoretically)

Published by Joni on March 30, 2017

Introduction Now, earlier I wrote a post arguing that Facebook has an incentive to lower the CPC of well-targeting advertisers because better targeting improves user experience (in two-sided market terms, relevance through more precise targeting reduces the negative indirect network effects perceived by ad targets). You can read that post here. However, consider the point from another perspective: the well-targeting advertiser is…

Continue readingFacebook Ads: too high performance might turn on you (theoretically)

Facebook ad testing: is more ads better?

Published by Joni on March 30, 2017

Yellow ad, red ad… Does it matter in the end? Introduction I used to think differently about creating ad variations, but having tested both methods I’ve changed my mind. Read the explanation below. There are two alternative approaches to ad testing: “Qwaya” method* — you create some base elements (headlines, copy texts, pictures), out of which a tool will create…

Continue readingFacebook ad testing: is more ads better?
Facebook’s Incentive to Reward Precise Targeting

Facebook’s Incentive to Reward Precise Targeting

Published by Joni on March 30, 2017

Facebook has an incentive to lower the advertising cost for more precise targeting by advertisers. What, why? Because by definition, the more precise targeting is the more relevant it its for end users. Knowing the standard nature of ads (as in: negative indirect network effect vis-à-vis users), the more relevant they are, the less unsatisfied the users. What’s more, their…

Continue readingFacebook’s Incentive to Reward Precise Targeting
A Little Guide to AdWords Optimization

A Little Guide to AdWords Optimization

Published by Joni on March 30, 2017

Hello, my young padawan! This time I will write a fairly concise post about optimizing Google AdWords campaigns. As usual, my students gave the inspiration to this post. They’re currently participating in Google Online Marketing Challenge, and — from the mouths of children you hear the truth 🙂 — asked a very simple question: “What do we do when the campaigns…

Continue readingA Little Guide to AdWords Optimization

Dynamic Pricing and Incomplete People Information

Published by Joni on March 29, 2017

One of the main problems in analytics is the lack of people information (e.g., demographics, interests). It is controlled by superplatforms like Google and Facebook, but as soon as you have transition from the channel to the website, you lose this information. So, I was thinking this in context of dynamic pricing. There’s no problem for determining an average solution,…

Continue readingDynamic Pricing and Incomplete People Information