How to determine why conversions are down on Google Adwords

I recently answered a forum post from a person experiencing lower impressions and clicks for his FL-based business over the last 6 months. His question was how to determine why his traffic and conversions were down. This seems like a fairly common question. Here is my answer. It could be that less folks are searching…

Digital Advertising Glossary

At Sum Digital, we love exploring SEM tools – we try to find new ways to make them more efficient and to use them better. But sometimes, going back to basics is crucial to make the most of SEM. Here is the Ultimate Digital Advertising Glossary.       Ad group Ad groups are part…

In a Word, Facebook

This week marked the first of hopefully many Facebook Heavy Hitters meet-ups, hosted at our office in downtown San Francisco. Attendance was light, but the conversation was heavy, and we bounced some great ideas around the room over some beers. It’s easy to get stuck in a trap of doing things the way you’ve always…

Facebook Releases Cross-Device Conversion Reports

In case you missed it: recently, Facebook added a new Data Breakdown to their reporting functionality, called ‘Cross-Device’. This option can be found in the ‘Edit Columns’ section of the Reports tab, and will be an absolutely crucial report for advertisers looking to holistically measure the effect of mobile devices on their account’s performance. The…

How To Decide On A Facebook Dayparting Schedule

When I search Google for “Facebook Dayparting,” the top result leads to the following headline. Notice the date: That’s right — marketers have been waiting for a Facebook #dayparting solution for a long time! Luckily, around 8 months ago I was invited to beta test Facebook’s dayparting solution which behaves exactly like the current version does. I had been clamoring for it…

How to Measure Overall Lift from Facebook Ads

You’ve got a big PR push coming. Naturally, you’d like to measure PR’s positive impacts on your other channels. But how? The best way to measure lift from a PR event is to annotate big press mentions in Google Analytics and then use prior data to establish benchmarks for your main channels. We know PR…

A guide to Google’s new Shopping campaigns

Within the next couple of months, Google will be transitioning all existing product listing ad (PLA) campaigns over to their updated format, called Google Shopping campaigns. With Shopping campaigns, online advertisers can expect a host of new features, as well as a simplified, retail-centric user interface for managing and optimizing ads connected to their product…

Tips & Tricks for Naming Facebook Campaigns

When building out campaigns in Facebook Ads, it is important to have some sort of logical taxonomy behind the names you assign each entity (campaigns, ad sets, and ads). A good naming system is the first step to creating an organized account, and can help immensely with analyzing, managing, and reporting on your Facebook ads.…