Heather Cooan | Author | Cardinal Path Blog

Heather Cooan

Heather is an SEM and Social Media Marketing Specialist at Cardinal Path - her expertise in business development and online marketing coupled with her love of all things digital gives her a unique perspective in managing traffic acquisition for clients and driving revenue via data based solutions. Heather consults and speaks in the areas of paid search, social media marketing, and analytics.

Posts by: Heather Cooan

Multi-Channel Funnels and Stubborn Keywords Part I

Often, while managing AdWords campaigns, I run into keywords that I believe are highly relevant and I just cannot get the buggers to convert no matter what I try. If you’ve done any amount of pay-per-click ads management in your … Read Full Post

Ad Split Testing & AdWords Ad Rotation Settings

Cardinal Path blog post

When it comes to managing AdWords accounts, split testing ads is a basic task on every account manager’s list. Split testing is a staple for consistent evolution and increased performance of any digital advertising medium really and is a must … Read Full Post

AdWords Near Match: Opt Out or Let It Roll? That Is The Question

I just spent two hours changing the settings in each of my campaigns due to Google’s release of Near Match settings into the account interface. Why? Because Google has a bad habit of automatically opting existing campaigns into new features. … Read Full Post

How To Use Dynamic Keyword Insertion

Cardinal Path blog post

Dynamic Keyword Insertion or DKI is a pretty neat tool for pay-per-click account managers. I guess you could call it a hack, as it’s essentially a piece of code inserted into the ad text to dynamically change the ad in … Read Full Post

AdWords Plus! 4 Google+ Features in AdWords

The Google development team is on a role with tons of great additions to the platform. Last week Google released Google+ Business Pages and with the release came a torrent of really good stuff including the ability to connect your … Read Full Post

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