Entries by Mark

Case Study: Locally-Targeted Ads Drive Donation Volume Growth

Client:  Non-profit organization providing support to low-income families seeking home ownership Overview: The challenge presented was to grow our client’s donation volume and donation value within a limited ad spend budget in an intensely competitive market.  We knew could find gains with a data-driven approach,  and by both maximizing the efficiency of their media buy […]

AdWords for Video Tip

The deadline for transitioning AdWords for Video campaigns to enhanced campaigns was August 8, so all AdWords for Video campaigns should now be enhanced. Campaign and device settings for AdWords for Video campaigns are similar to search and display campaigns, which means that you no longer have the ability to show video ads exclusively to […]

Mobile-Only Enhanced Campaigns?

When we initially learned about AdWords enhanced campaigns, one of our biggest concerns was the inability to cleanly target only mobile phone users with a campaign. We regularly see significant differences between how mobile and desktop audiences interact with our clients’ ads, and in the pre-enhanced campaign world, segregating audiences into different campaigns by device […]

New AdWords Editor Support for Enhanced Sitelinks

Good news for advertisers who want to take advantage of ad group-level Sitelinks without having to use the AdWords user interface: Google is now supporting enhanced/upgraded Sitelinks in AdWords Editor 10.2, far in advance of the September 23 enhanced ad extension migration deadline.

Google Enhanced Campaign Transition Tips

For months, Google AdWords advertisers have had the option of migrating their old-style legacy campaigns to AdWords enhanced campaigns. As the automatic rollover date fast approaches, more advertisers will be forced to dive headfirst into the complex pool of new options, settings, and rules. Because Google has treated the enhanced campaigns rollout like a true […]

Updated Google Merchant Center Feed Specs

We’ve all been there: you search for a product, dig through dozens of thumbnails, find one that looks exactly like what you want, click to enlarge, and see a photo so pixelated that Seurat would be jealous. A small or pixelated image can be the difference between making the sale and driving your potential customers […]

Bing Product Ads: How to Prepare

MSN has announced that Bing will open its feed-based Product Ads to all advertisers in Q3 2013. Based on the announcement’s accompanying screenshot, Product Ads will inhabit prime real estate on the Bing search results page for product-related user queries. Similar to Google’s Product Listing Ads, Bing’s Product Ads will allow advertisers to entice potential […]

Case Study: 140% Increase in Sales using Retargeting

Client:  Leading provider of labor law compliance materials Overview: Our client’s goal was to maximize order volume and revenue from a highly-relevant audience at the beginning of the new year, when the demand for updated materials is at its highest.  To help achieve this goal, Working Planet launched retargeting campaigns that would deliver ad impressions […]

Case Study: Social Media and Retargeting Increase Trials 42%

Client:  California employer advocate offering HR law guidance to members Overview:  During a period of seasonally low user interest, our client’s goal was to attract fresh prospects by promoting a free trial membership to site visitors.   To do so, we supplemented our client’s search marketing efforts with campaigns focused on reaching HR decision-makers where […]

Case Study: Free Online Promotion Increases Revenue by 78%

Client:  Highly-specialized, hands-on music production and performance school Overview:  Our client’s success is built upon offering full courses of study for students interested in taking live or online classes. They turned to Working Planet to promote an offer that would allow users to survey a course online before paying to register in exchange their for […]