About the Author

Michelle Cruz

13
Feb

Is It Time for Your Annual PPC Check-Up?

By: Michelle Cruz
Just like an annual physical exam, marketers should regularly conduct a PPC “check-up”.  The beginning of the year is a great time to do this type of assessment.  In this post I cover the most important campaign elements to review including ad extensions, site exclusions and search queries.  Improve the efficiency and effectiveness of your...
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29
Jul

Creating a Successful Google Call-Only Mobile Campaign

By: Michelle Cruz
In February 2015, Google launched Call Only Campaigns.  These campaigns allow marketers to exclusively target mobile devices and drive phone calls.  In this post I share my tips for effective Call-Only Mobile Campaigns including keywords, ad copy, bid management and ad scheduling…
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24
Feb

Google Customer Match – B2B Case Study

By: Michelle Cruz
In September 2015, Google announced the launch of Customer Match. Customer Match allows advertisers to upload email addresses and create an audience “match list” in their AdWords account. In this post I’ll explain the success we’ve had using Customer Match as part of a B2B lead generation program.
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25
Sep

Marketing Attribution. Can You Close the Loop?

By: Michelle Cruz
The right mix… the correct balance… Marketers are faced with the same never ending questions. Are we spending our marketing dollars in the right place? Are we getting the best bang for our buck? Marketing attribution tools help us track our marketing efforts and improve overall ROI, but limitations still exist. In this post I...
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27
Jun

Search Remarketing: 5 Steps to a Killer RLSA Campaign

By: Michelle Cruz
It’s hard to believe that Google introduced RLSA (Remarketing Lists for Search Ads) just shy of two years ago. In my opinion this feature is under-used by most paid search marketing experts. I think this stems from the fact that most marketers still don’t fully understand how to utilize all of the features to benefit...
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02
Apr

2015 Paid Search Advertising Trends

By: Michelle Cruz
In 2014 we saw many changes to the PPC advertising industry with new features being launched in AdWords and Bing. 2015 will be no different. Advertisers will be launching more shopping campaigns, increasing their usage of remarketing ads, utilizing pay-to-play ads and developing campaigns specifically for mobile devices. Here are my 4 predictions for 2015...
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