kate wilcox

  • Capture User Attention On The SERP And Hold It On The Landing Page

    March 16, 2017 It’s all about attention folks. On a Google SERP, we’re trying to pull in a user by using the words they’ve used and are scanning for along with various other tactics. On Facebook, we’re trying to hook our users into an action while they sit in a mindless browsing mentality. The underlying and crucial principle here is attention.

    PPC Hero- 13 readers -
  • 5 Habits To Adopt To Keep Your Users’ Experiences On Your Mind

    January 31, 2017 What’s one HUGE factor influencing your conversion rate? And not only your conversion rate, but the conversion rate of your returning users? Or even the number of users you have returning? User experience. As digital marketers, we want to speak to our users about their specific pain points on a level that is appealing and understandable.

    PPC Heroin Paid Search- 11 readers -
  • While We Conclude 2016, Let’s Talk About Concluding CRO Tests

    December 27, 2016 While we approach closing out yet another year, and while the question “When can this test conclude?” still comes up in my conversations at least once a week, I felt as though it was time to sit down and write out my test conclusion process and all the variables that factor into this decision.

    PPC Hero- 19 readers -
  • CRO And PPC Go Together Like Fall And Pumpkin

    In the PPC world, there are so many cogs and wheels working together to push the marketing machine forward. We optimize ads in every facet – how they appear, when they appear, to whom they appear, and so on and so forth. What seems to be forgotten is that without a website or a landing page that ad can’t send anyone anywhere.

    PPC Hero -
  • My Experience With Landing Page Best Practices And The Failures That Ensued

    October 24, 2016 Hopefully, you’re well aware that taking best practices with a grain of salt is a best practice in and of itself. Best practices are great guidelines, right? But that’s it. They’re guidelines. Best practices are not absolute. They don’t always work in every situation. And this is why we (join me in this one, let’s say it audibly) always test everything.

    PPC Hero- 18 readers -
  • 5 Psychological Principles You Should Be Using In Your Marketing

    September 19, 2016 Marketing is an art form in and of itself. A key piece of marketing is the audience. The saying “Know your audience” tends to be a rather ambiguous command that gets thrown around often as a solid step to ample conversions. I propose that knowing what your audience is thinking or even the steps in their thought process is even more beneficial than simply k ...

    PPC Hero- 16 readers -
  • It’s Not Enough To Be Relevant – Your Landing Page Has To Be Dedicated

    August 9, 2016 You spend months testing ad copy and optimizing bids to ensure that your ads are not only visible or relevant, but effective. It’s not about impressions. It’s not even about clicks. The end goal, the cherry on top, is the conversion. That conversion occurs on the landing page. So how do you choose the page that sends your visitors into conversion land? Do yo ...

    PPC Hero- 9 readers -