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

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 do for effective AdWords account management. However, strategies vary and the ad rotation settings available … 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 response to user queries for which the ad will display. When used correctly, this piece … Read Full Post

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