Join Envato Elements for Just $19!

We’re excited to share a one-day promotion for Envato Elements. Usually $29, for one day only you can lock in a lifetime price of just $19 per month!

What is Envato Elements?

Envato Elements provides inspiring and ready-to-use photos, templates, fonts, assets, icons, and much more. For a single monthly fee, you get unlimited downloads to use in your projects and design work.

Now with over 33,000 beautiful design templates and assets (and over 300,000 photos), it’s the only design subscription you’ll ever need.

Not only that, Envato Elements now includes access to every Tuts+ course and eBook. That’s over 1,000 courses on web design, code, and graphic design, as well as the entire A Book Apart and Smashing Magazine eBook libraries!

How Can I Join for $19?

Head over to Envato Elements any time today, and you can take advantage of a one-off discount, for the lifetime of your membership. Join today for $19 and you lock that price in for all future months.

Act fast, though. The promotion ends tomorrow, at 12pm Thursday 19th October, AEST (Australian time). You can see the end time of the promotion in other time zones, to make sure you don’t miss out!

SearchCap: Bing ads account linking, scary SEO & duplicate content

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

From Search Engine Land:

Recent Headlines From Marketing Land, Our Sister Site Dedicated To Internet Marketing:

Search News From Around The Web:


SearchCap: Facebook food ordering, Google Posts automation & machine learning

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

From Search Engine Land:

Recent Headlines From Marketing Land, Our Sister Site Dedicated To Internet Marketing:

Search News From Around The Web:


10 Best Free WordPress Themes from TemplateMonster Marketplace

WordPress themes are in the great demand among the business owners planning to bring their projects to the web, ordinary users who want to let a wider audience learn about their skills and read their thoughts, as well as web design studios that need to bring a number of cool projects to the web as quickly and effectively as possible. There are loads of ready-made WordPress designs available on the web. Some of them are free, others are available for download at a fee. As you’ve already guessed, today we are going to pay more attention to WordPress business themes and the benefits that you can derive from using free designs.

Top Reasons to Choose Free WordPress Themes

Premium themes are considered to be helpful when you need to bring a small business project or a large corporate project online. Priced $45 or higher (on TemplateMonster) these are commonly enhanced with all pages, extensions, and theme customization options needed to launch a fully-fledged web store without the need to search for the third-party extensions somewhere else on the web.

However, theme providers have started to release free WordPress themes that do not leg behind the premium ready-made solutions. The functionality those store under the hood is pretty much similar to what paid templates include. For example, it’s become a common practice to release website templates integrated with visual page builders.

  • TemplateMonster releases WordPress themes integrated with the Power drag-and-drop page builder.
  • Their ready-made designs also include live customizers, which reveal the results of the layout customization in real-time, without making you click the “update” button every time you bring changes to the design.
  • Additional layouts are also provided to make the web resources more informative, as well as bring them to the web in the shortest period of time.
  • Bootstrap-based layouts are provided to make the web resources mobile-friendly.
  • Endless customization options are also included in the admin panels.
  • All free WordPress themes released by TemplateMonster run on Cherry Framework. The latest version includes a number of the smart Cherry plugins, which are included to streamline the process of the design personalization.
  • Cross-browser compatibility and optimization for the search engines are set as default features.

Join TemplateMonster Marketplace!

It’s a well-known fact that TemplateMonster offers a huge collection of premium templates for any possible niche. After being 15 years in the web-design industry, we’ve decided that the time for some global changes had come. From now on all talented web-designers all over the world who have a fancy for developing websites are welcome to become a vendor at TemplateMonster’s Marketplace. Amateur-designers can show their talent and, in addition to this, earn their first thousands of dollars for their work. Professional designers can become even more recognizable and earn a great amount of money that they’ve never dreamed of.
If you are looking for a place where it’s easy and profitable to sell your digital products and earn up to 70% commission from each sale, don’t miss this chance and join our digital marketplace here and now!

Every template (even if it’s free) is unique. So, it’s always better to take a look at its technical details and live demo before you decide if it meets your requirements or not.

Monstroid 2 Lite Admirable Free WordPress Theme

Monstroid 2 Lite - free WordPress theme WordPress Theme

Monstroid 2 Lite is a remarkable theme made for various niches. It has an elegant typography that comes with an exciting design and a wide variety of helpful options. Each of these elements will give you the opportunity to get control over your future website and derive benefit from it. In other words, you have the freedom to make something special from a theme. In order to help you make the most of your online-project, this theme is equipped with a marvelous set of widgets. Moreover, it doesn’t matter if you are a novice who has never worked with coding. Give a try to Monstroid 2 Lite and we promise you that you won’t be disappointed with your choice!

Details | Demo

Kustrix Lite Exquisite Free WordPress Theme

Kustrix Lite - Free WordPress Theme

Kustrix Lite is a minimalistic and elegant theme that will suit to everyone who has fancy for fashion and beauty. What will you get together with a sophisticated and trendy design? A package with a multiplicity of amazing promotional tools and helpful features that will bring your website to the next level. When you are out of ideas, such an option can help you to look at the project with new eyes. Kustrix Lite has a fully-responsive layout that runs without mistakes across a wide variety of gadgets. It means that users won’t face rambling images or texts if they use their mobile phones to visit the website. What is more, the template has a two-column content positioning, so people can easily get access to different navigation elements. Come into vogue together with this stylish theme!

Details | Demo

Melissa Crafty Free WordPress Theme

Photo Studio WP Theme

Melissa is a nifty and amiable theme created for those who cannot imagine themselves without a camera in their hands. This template provides you with a chance to bring your talent to light. It has a creative and powerful gallery that will help you to present your photos spiffed up. Furthermore, a full-width slider will definitely impress every person who will take a glance at your portfolio. If you want to find even more clients and convince them of a trustworthy reputation of your business, you can use Cherry Testimonials and Cherry Team. Finally, you get a WordPress Live Customizer that allows you to edit the template to your own liking. At the same time a great number of pre-made pages simplifies the general process of personalization. Capture not only moments but everyone’s attention with this magnificent template!

Details | Demo

Mia Ittalloni Well-Favoured Free WordPress Theme

European Restaurant Free WP Theme

Mia Italloni is a savory and tasty-looking theme that will bedazzle everyone with its bright colors and delicious pictures. With the help of this template, you can present any possible food-related project on the Internet. One may be a fan of European cuisine who wants to share his or her cooking secrets online. One may be an owner of a cocktail bar or a theme cafe that needs some promotion. This theme will bring something special to the business in both cases. Its design looks homelike, so, without a doubt, people will desire to visit it over and over again.

In addition to this, Mia Italloni provides you with an effortless and intuitive process of customization. What is more, you get tons of additional features that will make your online-project better (for example, Google map and fonts, commenting system, background options and so on and so forth). Promote a love for cooking using this lovable theme!

Details | Demo

Catwalk Glamorous Free WordPress Theme

Model Agency WordPress Theme

Catwalk is a new-fashioned and dazzling theme made for a modeling website that will definitely stand out of the crowds of others. Beauty is something that needs a particular approach. This theme has everything to provide you with a special and gorgeous look of the website made for a model agency. Showcase the beauty of your models using a powerful website slider. Cherry Framework 5 gives a fantastic opportunity to tell your potential clients about provided services and put wise of the audience reviews. Furthermore, you can work with the design of pages without touching a single line of code with the help of a functional and intuitive WordPress Live Customizer. If people desire to receive information about the latest news and events, they can get all the updates on their emails thanks to Newsletter Subscription. Fashion constantly changes, but this theme won’t go out of style!

Details | Demo

Calio Ravishing Free WordPress Theme

Therapy & Counselling WordPress Theme

Calio is a fully-responsive theme that will create a worthwhile and adorable presentation of your therapy service online. Every element of this template is in tune with one another. A Power page builder gives a marvelous change to craft pages as your soul wants and shake the website up with various widgets and modules. You can easily spice up the design of your online-project using multiple header and footer options. It’s possible to give the full information about the team with the help of Cherry Services. This feature allows you to present a detailed biography of your professional staff. In general, Calio is an ultimate solution that will spread the word about your company on the web and fight off a competition. Bring harmony to people’s lives with the help of this snazzy theme!

Details | Demo

Jane Morris Amiable Free WordPress Theme

Jane Morris

Jane Morris is a fabulous theme made for those who want to create a grand photographer’s portfolio on the Internet. It features an incredibly enjoyable design that makes your photos make even better. The template is equipped with a wide variety of features that should be included in every worthwhile website of a professional photographer. If you are a master in taking pictures, but not templates personalization, there is no reason to be worried. All installation and setup instructions come along with the theme in a particular folder. In addition to this, you can ring the changes and stake on visualization with the help of such animation as parallax and lazy load effect. Let’s take the shutter right now!

Details | Demo

Petstore Loveable Free WooCommerce Theme

Pets Supplies WooCommerce Theme

Petstore is a stylish theme that has a pleasurable design made in vivid and eye-catching colors. You have a great opportunity to showcases all possible details about your pet shop online. Moreover, it can be done in a really impressive way with the help of TM WooCommerce Package Widgets. If you want to grab the attention of your customers, you can use such a tool as Banner Grid to present hot offers and discounts. What is more, if you take into the consideration such options as Products Badges and Product Carousel, your products can look even more ravishing and amazing. Finally, it’s possible to play with the design thanks to header and footer styles, multiple blog layouts and so on and so forth. Make people fall in love with your website at first sight using this admirable theme!

Details | Demo

Energico Eye-Popping Free WordPress Theme

Gardening WordPress Theme

Energico is a stunning theme made exactly for gardening websites. If you have a desire to be distinct in the website design and distinguish yourself from competitors, take a glance at this template here and now. Cherry Services is a set of spectacular tools that provide you with a professional presentation of your offers. Cherry Team is a one more helpful option that allows people to get familiar with your amazing team. In addition to this, you get a great number of pre-made pages that you can easily customize with the help of Power page builder. You save a lot of time thanks to a WordPress Live Customizer. It shows you all the applied changes immediately. Download this theme and be a step ahead in your business!

Details | Demo

Stone Amazing Free WordPress Theme

Free CherryFramework 4 WordPress Theme

Stone is a top-quality theme that comes with a gorgeous design and a big number of helpful functions. You can use it for creating a blog or portfolio that will catch everyone’s imagination. This theme has a fully-responsive design that won’t turn into a chaotic array of texts and images on the mobile device. Moreover, a wide variety of additional functions will enhance your website’s functionality. In addition, you will get the freedom to create something out-of-the-ordinary from this template. Lure the crowds of customers using this impressive template!

Details | Demo

Summing it up, we’d like to assume that launching a good-looking and functional online resource is possible even if you use a free WordPress theme as its basis. As you can see from the examples described above, freebies can also feature captivating layouts and include smart customization options. They are so much needed to make your web resource stand out from the competition. Make use of these free WordPress themes to launch your online projects with no additional investments. Save time and money for the effective promotion of your site on the web.

Free ebook

31 Premium Brochure Templates (Booklets and Tri-Folds)

Your business needs a brochure, but which should you choose? Check out these premium templates from Envato Market.

31 Premium Brochure Templates

Think of a brochure as an extension of your sales team. It lets customers know more about your product or service without any extra fuss.

So make the right impression with a professional brochure. Today, we bring you 31 designs from Envato Market to inspire the budding entrepreneur within you.

Need more help? Let us know! Check out the design professionals at Envato Studio for all your brochure needs!

Garden Brochure Template

Do you have a green thumb? Then showcase your
gardening business with style. This brochure template includes easy-to-use smart objects to replace photos and logos fast. Download this
package now to get eight Photoshop files with 16 total pages and links
to free fonts.

Garden Brochure Template

Trifold Brochure – Coffee Menu

Set your coffee shop apart from the others in
town. Use this clean and minimal template featuring a high-quality
design and luxurious coffee beans. Switch out the images using the editable smart objects and change the style to fit your needs.

Trifold Brochure - Coffee Menu

Multipurpose Brochure

Become the next best thing in your neck of the woods with this high-quality
brochure. This package features a modern multipurpose template that is
certainly impressive. Suitable for beginners to design, this download
also includes detailed instructions.

Multipurpose Brochure

Business Brochure

Get ahead with this modern brochure. Recently updated, this brochure
features eight unique pages and editable logos. Just change the colors
to match your brand in no time at all!

Business Brochure

Elegant Portrait Brochure

Create an elegant brochure for your photography business. This template contains 16 total pages with impressive layouts. It’s suitable for InDesign CS4 and above, so you’ll be able to customize it easily! Try it out today.

Elegant Portrait Brochure

A4 Photography Portfolio

Highlight your work with a photography portfolio. Whether you’re a seasoned photographer or just starting out, this brochure presents your work in a classy and sophisticated manner. Download it today to get access to this template in several industry formats.

A4 Photography Portfolio

Business Brochure Template

Tackle a new and exciting business with this clean brochure template. This
professional package includes several InDesign files at the standard A4
size. Enjoy creative angular layouts and access to free fonts.

Business Brochure Template

Trifold Brochure

Modern and stylish, this trifold brochure features a sleek, corporate style with colorful elements. It’s a fully editable template with easy-to-use placeholders for the text and images. Just open Photoshop to edit it.

Trifold Brochure

Modern Brochure

Seek out a stylish alternative with this modern brochure.
Featuring a flexible design, this template can be used for a variety of
businesses. You can add as many pages as you’d like for even more
flexibility.

Modern Brochure

Minimalfolio Photography Portfolio A4 Brochure

Know when to go minimal. A photography portfolio should let
your work shine. This template, for instance, features a horizontal A4
format with custom styles and master pages. It only uses free fonts, so
you won’t have to pay extra!

Minimalfolio Photography Portfolio A4 Brochure

Brochure Template – InDesign 8 Pages

Portray your company’s true message with this brochure template. This InDesign template features eight unique pages with a colorful corporate theme. It even includes awesome extras like vector elements and icons.

Brochure Template - InDesign 8 Pages

Medical Trifold Brochure

Created in InDesign, this trifold brochure is perfect for medical professionals. Simply update it with your information of choice, using the simple-to-use text holders. Try it out!

Medical Trifold Brochure

Blue Brochure

When creating a brochure, it’s important that the
template is easy to navigate. Here’s a design that makes the process
simple. Just download the file and open it in Photoshop to update the
text, images, and logos.

Blue Brochure

Brochure Template

Adjust the colors of this brochure to make your brand stand out. This template includes a 48-page layout with customizable backgrounds and vector assets. A handy help file is also included for further instruction.

Brochure Template

3 Fold Brochure III

This brochure template breaks the traditional mold of trifold designs. Featuring a creative layout with many photo options, this template is fully editable and print ready. Try it out for a unique presentation.

3 Fold Brochure III

Fitness Brochure Tri-Fold

Is your business out of shape? Kick things into gear with this fitness trifold brochure. With three amazing color styles, this template comes print ready with bleed lines. Edit it fast using Adobe Photoshop.

Fitness Brochure Tri-Fold

Business Trifold Brochure

What will be your first impression? This corporate trifold is sleek and sophisticated. You can keep the original color
scheme or change it to the colors of your choice. Enjoy access to free
fonts and more, for an amazing deal.

Business Trifold Brochure

Trifold Brochure

Get started with your new business brochure. This corporate design features a high-resolution, fully layered template. Feel free to use the fonts included, or update it with your own favorites.

Trifold Brochure

Business Brochure

This business brochure features a stylish design that is sure to pique interest. There are 16 professional pages and multiple color options for your convenience. It’ll suit everyone from corporate agencies to small studios, so we’re sure you’ll love this template!

Business Brochure

Company Brochure

The standard brochure style we often see today is very minimal. This template, for instance, works well for energy businesses and more. Choose clear, high-quality stocks related to your industry to bring this template to the next level!

Company Brochure

Brochure

Or step out of the box with this fun design! This brochure template features a trendy geometric design with low polygonal elements. Perfect for creatives and all techies alike, this brochure is colorful and energetic.

Brochure

Trifold Brochure

What’s your mission? Make it clear with this trifold brochure. This download contains a 300-dpi, print-ready file with editable elements and colors. Choose from four color variations or create your own. Enjoy!

Trifold Brochure

Dark Brochure Template

With 24 total pages, this modern brochure features a lovely dark theme with bold accents. Easily edit the paragraph and character styles, and take advantage of the auto page-numbering option. Grab this amazing asset today!

Dark Brochure Template

Trifold Brochure Template

Showcase your luxury apartments with this exquisite brochure design. This download features fully editable files with four color variations. And it’s a great way to maintain quality while saving valuable time.

Trifold Brochure Template

SEO Brochure

Communicate your SEO knowledge with a clear design.
This print template features six total pages with free fonts and bleed
lines. It’s a smart aesthetic for any creative professional or business
looking for customers. Download it today!

SEO Brochure

Corporate Business Brochure

Brand your business with a powerful brochure. This
template features a bold yellow color scheme with smart black accents.
It’s clean and professional and definitely handy to have around.

Corporate Business Brochure

Brochure Template

Beautiful design will set you apart from others. So show off your impeccable taste with this brochure template. Featuring 28 pages and a clean, modern design, this template will definitely do your projects justice. We hope you enjoy it!

Brochure Template

Explore Africa Trifold Brochure

Inspired by the phenomenal scenery in Africa, this trifold brochure highlights amazing nature and wildlife shots. It features an attractive modern design with plenty of space for your best photos. We hope you enjoy it!

Explore Africa Trifold Brochure

Real State Trifold Brochure

Dominate your local market with a brilliant real estate brochure. This trifold design features bold, colorful sections with four color variations to choose from. Get more help with your work by reading the helpful guide also included.

Real State Trifold Brochure

Annual Report Brochure

Track the facts and figures of your business with this
annual report template. This brochure is easy to edit with changeable
colors, paragraph styles, and more. Print it out for a presentation or
save it for your official documents.

Annual Report Brochure

Landscape Brochure

Live out your dreams with this landscape brochure.
This design features a relaxed, approachable aesthetic with charming
fonts and colors. There are also links to the free fonts used to help
you save money!

Landscape Brochure

Conclusion

This list features exciting
resources for the avid designer familiar with Adobe Photoshop, Illustrator, or InDesign. For
additional help with all your brochure needs, enlist the skills of a talented
professional by choosing one of the amazing designers from Envato Studio.

And with loads of brochures available at your fingertips, chances are we’ve missed a few to add to your personal collection. Be sure to browse Envato Market for more resources, and let us know your favorites in the comments below!

SearchCap: Target partners with Google, Capture leads with calls & 50M Local Guides

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

From Search Engine Land:

Recent Headlines From Marketing Land, Our Sister Site Dedicated To Internet Marketing:

Search News From Around The Web:

Industry

SEM / Paid Search

SEO


How to capture urgent leads with call-only ad extensions

If you find yourself facing an overflowing toilet, you’re not going to deal with it from the confines of an ergonomic desk chair. There’s no time to sit in front of the computer and do your due diligence. Unless you happen to be deft with a plunger and a snake, you’re going to pull out your phone and look for a qualified problem solver as quickly as possible.

But what happens when that first search result is nothing more than a phone number and two disjointed phrases, an incoherent mess reminiscent of what’s clogging up your pipes?

You’re going to skip to the next item on the SERP in search of a solution.

If you’re the plumber, how do you fix this problem? How do you make sure the person with the overflowing toilet calls you and not your competitor?

Today, I’m going to dive into how the recent addition of ad extensions to call-only ads can help you earn business by presenting your prospects with a more coherent, engaging reason to click that little blue “call” button.

The problem: Call-only ad copy tends to be really bad

A prospect with a time-sensitive need doesn’t want to click an ad, read through a landing page, complete a form-fill and twiddle her thumbs waiting for a callback. Instead, she wants to hammer “plumber near me” into her browser and talk to a human being with a socket wrench and promises of quick salvation.

Why then, are call-only ads so poorly written?

Now, I know nothing about this business other than the fact that they plumb and use AdWords. This ad doesn’t really tell me anything, and as a result, I don’t trust them.

I mean, yeah, the copy’s loaded with DEALS. The $35 off is so good they said it twice!

But not once does the ad mention a benefit. There isn’t a second person pronoun (“you”) in sight. Does it get clicked on? Probably. But if a prospect’s only knowledge of your business is supreme availability and discount pricing, what separates you from everyone else looking for leads?

Frankly, nothing. And that’s enough to send prospects further down the SERP.

Fixing call-only ad copy

We’ve all got gremlins just like that one lurking deep within our AdWords accounts.

They exist because call-only ads rob us of precious, keyword- and CTA-stuffed description lines, leaving only the oft-unread wasteland more commonly referred to as the description. Load that sucker with buzzwords and dollar signs, and a few desperate souls are bound to be enticed, right?

Eh.

Personally, I’d rather attract all the woebegone searchers. To do that, you’re going to need to do two things:

  • Treat call-only ads as occasions for actual copywriting.
  • Leverage ad group-specific ad extensions written exclusively for your call-only ads.

These action items are not mutually exclusive. In fact, they’re wholly dependent on one another. Symbiotic, you could say.

You see, call-only ads are only served at the top of the (mobile) SERP, which also happens to be the place where ad extensions are most likely to rear their heads. Barring some supremely uncouth Google intervention, this means that call-only ads are very likely to be served with at least one ad extension.

Armed with this knowledge, you can shift your description lines’ focus away from features and toward benefits, just as you do with your Expanded Text Ads.

Call-only ad description best practices

Think about the structure of a call-only ad. The “headlines,” so to speak, are nothing more than your business name and phone number; there’s no wiggle room for captivating copy. Instead, you need to cram everything — keyword, pronoun, CTA and unique selling proposition — into two 35-character lines.

Is this easy to do? Absolutely not. But if you take the time to be a bit creative, hitting prospects with a well-crafted solution to their problem is going to incite more, and more qualified, calls than simply settling for discount-themed window dressing would. (By the way, there are mounds of posts about writing better ad copy both here on SEL and over on the WordStream blog.)

Now let’s look at the supporting cast.

Ad group level call-only ad extensions

In Google’s announcement detailing ad extensions for call-only ads, they make the following statement:

“If you already have location, callout, or structured snippet extensions set up at the account-level, you don’t need to take any extra steps — the extensions will automatically be eligible to appear with your call-only ads.”

While this claim is ostensibly true for location extensions and structured snippets, when it comes to callout extensions, you’re better off going with a more granular approach. You need ad group-specific ad extensions that work in concert with your ad copy to deliver a more profound message to your prospects. This allows you to avoid wasting precious description line real estate on “Available 24/7” and “Call now for $35 service discount” and instead focus on conveying your unique benefits.

Don’t worry — all that tinsel can still be used to complement your well-manicured copy.

Callout extensions

When Google decides to bless your served ad with callout extensions, you’ll never see just one. Like velociraptors and Tusken Raiders, they travel in packs (of two to six, to be precise).

Return to the plumbing ad from earlier. In the description lines, we’ve got the following to work with:

  • “24/7 plumbers in Boston”
  • “Call now for $35 service discount”
  • “Available 24/7”
  • “24/7 emergency service”
  • “Get $35 off”

Most of these phrases can be conveyed through callout extensions, allowing you to use your description lines to write something like this:

Which, complemented by some supporting value propositions (“24/7 Availability,” “Emergency Service”), makes for a much more compelling ad.

By adding extensions for call-only ads at the ad group level, you have more control over how your messaging is presented to a prospect. If you know your description line mentions a $35 discount, there’s no need to say that again with a callout extension. Instead, use that space to share some other enticing offers, and don’t be afraid to test, test, test.

Final thoughts

Now that Google has rolled out ad extensions for call-only ads, you can recapture your description lines.

While you can (probably) use your existing account-level location extensions and structured snippets, callouts are so valuable that you need to create them at the most granular level. Doing so will allow you to present a more potent, actionable message to prospects in need.

The bottom line: If your AdWords account depends on call-only ads for quality leads, you can’t afford to waste valuable impressions on bad copy. USE. AD. EXTENSIONS.


Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.


The nitty-gritty paid search account health check: Part 1

Maybe you’re looking for ways to improve your paid search account, or maybe you’re looking at your agency’s newest prospect with fresh eyes. It could be that performance seems to be off lately, or maybe you’re just looking for some new testing ideas.

Whatever your reasons, auditing even the most well-kept account is sure to stir up some opportunities for improvement. Not sure where to start? Read on for post one of a two-part series detailing the steps of a comprehensive paid search audit.

First, get the background

Get the scoop on the account. If it is your own account, then you’ll already have the background, but if you’re auditing an account on behalf of someone else, you’ll want to be sure to get the full historical picture before you get started.

Some questions to ask:

  • Who are the targets?
  • How is performance measured, and what are the goals?
  • How do they track success back to the bottom line?
  • Are there secondary goals?
  • Are there other channels running, and if so, how do the channels fit together?

The more information you can get, the better. Even if it is a seemingly minor factor, it could impact your recommendation, such as ensuring that you don’t recommend to increase the exposure of call extensions during times that customer service agents aren’t available.

Conversion tracking, types, values and priorities

This should come out as part of the account background, but just in case it doesn’t, be sure that you understand what types of conversions are being tracked, how they are being tracked and what the priorities are. Then, make sure that each conversion is tracking as it should be.

Not all conversions are created equal, so you’ll want to be sure that, if there are multiple conversion types being tracked, your recommendations aren’t based purely on the total sum of conversions. I can’t stress this enough, because different conversion types can make seemingly straightforward optimization suggestions more complex.

For example, maybe mobile devices have a higher CPA, so your instinct might be to pull back mobile bids. But wait –- mobile could be driving more calls while a higher volume of desktop conversions might be for higher funnel micro-conversions. In that case, the higher CPA on mobile might be worth it after all.

Performance trends over time

Performance trends are important, too. You can start with performance trends if you’re looking to resolve a glaring issue. If nothing stands out, and you’re simply looking at trends for the sake of review, it also works to circle back and analyze performance trends at the very end of your process. Unless there is a glaring issue, though, my preference is typically to look at trends as I work through the data –- section by section.

As I go through each of the sections — ads, campaigns, ad groups, keywords, time of day, location, device and so forth — I look at what is working now and what isn’t working. That’s a given. I also look at what previously worked but isn’t working anymore. This can give insight into trouble areas that need attention. Viewing the Change History is usually a good way to follow up on these things.

Keep your paid search skills sharp. Get tips and tactics delivered to your inbox.

Campaign structure

As you review the account, it’s good to take inventory of the campaign structure. These are some questions that are worth answering as you review campaigns:

  • How many keywords are in each ad group? Are they all relevant to each other and to the ads that are within that ad group?
  • Are the ad groups within each campaign relevant to each other? Does it make sense for them to be grouped together?
  • Are there any performance outliers –- good or bad –- that are altering the average of the campaign? Would it benefit the account to place them into a separate campaign where budget and settings could be controlled?
  • Are there any keywords or ad groups that are budget-capped because the campaign’s average performance is poor despite the fact that certain keywords or ad groups within it are performing well?
  • Are campaigns organized in a logical way? Is there seemingly some basis or structure by which the campaigns are segmented?
  • Did anything come up in part of the audit that would indicate a different structure might perform better (e.g., localization, match type breakout)?

Device performance analysis

Analyzing device performance can uncover low-hanging fruit. I like to export device performance and segment by conversion types. I typically pivot it based upon the campaign, with device and conversion type within each campaign.

Although I do compare device performance across campaigns, I don’t base modifiers on that comparison. Device modifiers should be used only when you’re comparing devices within the same campaign. If the overall CPA for the campaign is too high in comparison to other campaigns, then there’s most likely a greater issue with conversion rate or conversion volume that needs attention.

Geographic performance analysis

Geography is one of my favorite topics. First, I look at the location settings within a campaign. If you have strict geographical restraints, then it almost always makes sense to ensure that you are only targeting people within that area –- and excluding people who are searching for it from other regions.

There can easily be issues with this setting anyway. For example, maybe you are targeting Venice, Florida, but your settings allow people searching for your location to see the ad, too — even if they aren’t within your targeted area — then your ad starts showing for semi-ambiguous searches meant for Venice, Italy, and the CTR is horrible, plus the clicks you do get are just wasted spend. There are some exceptions for which it makes sense to allow users outside your geographical area to search for your location –- such as in the case of tourism. Usually, I don’t allow it. I do the same with the corresponding exclusion setting. I almost always prefer to exclude anyone searching from or about my excluded locations.

In addition to the settings, I like to pull location reports to pivot the data and look for outliers. Bid modifiers can be used, in most cases, to amplify positive results and pull back on poorly performing geographies.

Sometimes there’s such an outlier, though, that it makes sense to separate it into a different campaign –- either to give it more budget or to separate it from the group to ensure it isn’t hiking up the CPA for the other geos while also hogging the budget.

Most often, if a geography is performing really poorly, it makes sense to exclude it, but there are times where there’s enough volume so that it’s worth it to try to make it work. Separating allows you to bring up the campaign averages and open up budget for better-performing locations.

Time-of-day & day-of-week performance analysis

Analyzing time-of-day and day-of-week performance can result in multiple different optimizations, the simplest of which is bid modifiers. Alternate options could include cutting out certain time frames, expanding into additional time frames or adjusting budgets.

Note that adjusting budgets will really only be impactful in certain circumstances. For example, if you aren’t maxing out your full budget, then opening it up at certain times won’t make a difference. Pulling back budgets could still have an effect, though, if pulled back far enough.

Be sure to add in segments (extra layers of data) when analyzing time-of-day and day-of-week performance. I like to look at both hour-of-day and day-of-week in one report, for instance. In the new UI, you can edit the columns and rows to add the extra layers.

In the old UI, using the dimensions reports, you can do this by adding segments after you’ve requested to download the data.

Note: I also like to look at hour-of-day and time-of-day with conversion name as an extra layer, if multiple conversions exist. It is possible to add this as a segment in the time reports within the old UI. In the new UI, you’ll need to look at conversion reports and add the timing element as an extra column. It still functions the same way; it’s just a different path to the data.

When analyzing this data, I look for outliers. What’s performing exceptionally well? How are our positions during that time? Would increasing positions gain more exposure and potentially more leads or sales? If positions are already at 1.0 or close to it, and we aren’t losing impression share by rank, then increasing bids won’t be impactful. But if budgets are capped, toggling budget to make more room for top-performing time frames could be impactful.

Conversely, what isn’t performing well? Is there room to decrease positions? Should the time frame be excluded altogether?

Reviewing ad tests

Are there ad tests running? If so, are there any clear winners? If not, is there something prohibiting the ad tests from having a clear winner, such as too many ads running, or not enough? Are the ads relevant to the keywords in their respective ad groups? I also like to look at previous winning variants that were paused or deleted to see if there’s any potential to resurrect ads, themes or CTAs.

Running and analyzing ad tests warrants a whole post of its own. Brad Geddes wrote the book on ad testing (no, really), so instead of reinventing the wheel, I’ll just strongly advise you to check out the ad testing guide that he put together.

Reviewing ad extensions

As with ad tests, I like to review ad extensions as well. First, I check to ensure that the account is leveraging all appropriate and applicable extension types. Then I review to ensure that the extensions are:

  1. relevant (Extensions are sometimes treated like a set-it-and-forget-it element — which means you sometimes wind up with outdated promos or messaging that isn’t timely).
  2. compelling.
  3. performing well.

Check back next week for the second post with more tips on auditing your paid search account.


Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.


Art for All: Celebrate Diversity in Design—Volume 2

Welcome back to Volume Two of our Diversity in Design series on Envato Tuts+. Discover four talented artists with inspiring styles you’ll love.

4 Artists You Should Know: Diversity in Design

Celebrate the work of these extraordinary artists. Each with their own unique background, they draw inspiration from their culture and surroundings to create phenomenal illustrations.

Shyama Golden

Shyama is an illustrator living in Brooklyn, New York.

From ill rap legends to cat-covered Sasquatches, Shyama’s work is full of charisma and power. See more in her portfolio, or follow her on Twitter @shyamagolden

Biggie

I’m an artist and illustrator with a graphic design education and
background. My parents came to the US from Sri Lanka before I was born
and both worked as scientists, but encouraged me to find my own path.

I
worked as a designer for a decade
before feeling brave enough to switch over to a career in art.

Biggie by Shyama Golden
Biggie

Arundhati Roy

I’m mostly inspired by capturing a feeling of life. My favorite mediums are oil paints, digital
media on the iPad Pro, and I also like to use animation and patterns in my work.

Arundhati Roy by Shyama Golden
Arundhati Roy

Catsquatch

Catsquatch by Shyama Golden
Catsquatch

Maria

I know my
design background influences my work, especially the patterns. I try not to be 100% tied to any
particular art movement or trend that is popular at the moment. I create the things I want to see in the world, or what I feel is missing or
underrated.

Maria by Shyama Golden
Maria

Tavo Montañez

Father, teacher, and jazz lover Tavo Montañez is our second artist from Aguascalientes, Mexico.

His fluid illustrations merge his Mexican cultural influence and creative experimentation. See more in his portfolio, or follow him on Facebook.

Los Amores de Frida

My name is Gustavo Díaz Montañez (Tavo Montañez).

I am an illustrator working mostly in the editorial, publishing, and advertising industries.
My process usually involves drawing
with pencil, ink on paper, and digital coloring.

Los Amores de Frida by Tavo Montanez
Los Amores de Frida {The Loves of Frida)

Perspective Magazine: Time to Act

I’m inspired by nature in general. I love women, animals, textures,
water, and even fiction and monsters. There is a desire within me to always improve my work by finding new mediums and challenges.

Perspective Magazine Time to Act
Perspective Magazine: Time to Act

Los Amores de Frida

Los Amores de Frida
Los Amores de Frida (The Loves of Frida)

10.10

I always turn to the work of my compatriots for inspiration. There’s Saturnino Herrán,
Ernesto García Cabral, and César Moreno among others.

1010
10.10

Catalina Vásquez

Catalina is an animator and illustrator from Medellín, Colombia.

Her delightful illustrations step inside everyday life with bold patterns and textures. See more in her portfolio, or follow her on Instagram.

The Weaver

I’m Catalina Vásquez (Kathiuska) and I started learning illustration on my own during the middle of my audiovisual communication studies. I like to portray everyday life in my illustrations.

I also love moving images, so I’m now working on my second short animated film called, Jail.

The Weaver by Catalina Vasquez
The Weaver

Medellín Brand Campaign

My inspiration is in daily life. I think my work is very autobiographical
and emotional. So I like to go out and see what’s happening around me
and later, process all this information to create my stuff.

Medelln Brand Campaign by Catalina Vasquez
“Expand Your Ideas.” Medellín Brand Campaign

Girl’s Night

Girls Night by Catalina Vasquez
Girl’s Night

Medellín Brand Campaign

I’ve always felt very inspired by the UPA animation studio art style, and American cartoons.

But I also like the concept art
of shows like Mr. Magoo and the Pink Panther for when I need color palettes and inspiration. I love illustrating children’s books, so I’m a fan of artists like Isabel Arsenault, Rebecca Green, and Olga Demidova.

Medelln Brand Campaign by Catalina Vasquez
“Expand Your World.” Medellín Brand Campaign

Eunjoo Lee

Our final artist is Eunjoo Lee. She’s a Korean illustrator and textile designer from Glasgow, Scotland.

Blending her love of art history and Utopian fantasies, Eunjoo creates unique textile illustrations for indoor fabrics and more. See more in her portfolio, or follow her on Instagram.

Utopia

The inspiration behind my illustrations is about the
individualized fantasy of utopia, and how it affects personality. It’s my visual language inspired by the historical art
movement.

Utopia by Eunjoo Lee
Utopia

Korean Fairy Tale Scarf

I try to use a lot of symbols in my artwork because I’m interested in the hidden meanings behind these creative languages.

Korean Fairy Tale Scarf
Korean Fairy Tale Scarf

Haetae

Haetae by Eunjoo Lee
Haetae

Korean Traditional Costume

I’m inspired by a diverse set of visual artists. My textile design
ideas come from Vårklockor Josef Frank, Makoto Kagoshima and historical Asian textile designs.

I also look up to modern artists too, such as Picasso, Miro, Kiki Smiths, and lots of others.

Korean Traditional Costume
Korean Traditional Costume

Celebrate Diversity! Send Us Your Favorite Artists!

Help us find more incredible artists from different backgrounds to share with our audience! Tweet me your recommendations at MelloNieves or use the hashtags #artforall and #tutsplusdesign on Twitter and Instagram. You never know, we may just feature you in our next article!

I’d like to extend a warm thank you to all the artists who participated in
this feature. Feel free to see more of their work in the links below:

How to Draw a Hamburger and a Hot Dog in Adobe Illustrator

Final product image
What You’ll Be Creating

In this tutorial, you will learn how to use the Mesh Tool in Adobe Illustrator to create a hot dog and a hamburger!

If you want to skip the tutorial and just use these items in your work, you can purchase the Hot Dog and the Hamburger from GraphicRiver!

Hot Dog
the Hot Dog
Hamburger
the Hamburger

1. How to Create a Hot Dog Mesh

Step 1

Let’s start off by drawing the top bun with Gradient Mesh.

Create an orange rectangle—the color is #CF6822.

Next, grab the Mesh Tool (U). By clicking, create nodes, which in turn create a Mesh Grid. When you have four rows and four columns of mesh, grab the edges of the rectangle and move them to make the shape rounder. It should resemble the top half of a bun.

Once you’re done with the shaping, select the bottom two rows of nodes and color them with #F5CD99.

Finally, color the top two rows of nodes with #A3320E.

begin drawing the bun with mesh

Step 2

Finish off drawing the top visible half of the hot dog bun by placing more Mesh nodes and coloring them as in the screenshot below.

Always look for the nodes that are selected in each step and color them with the hex code that is present under each image.

You will need these colors:

  1. #E19843
  2. #F0AF4B
  3. #F6D4AF
  4. #DB9559
draw top mesh bun

Step 3

Begin drawing the bottom part of the bun. Follow the screenshot, as in the previous steps.

  1. #CF6822
  2. #A0330F
  3. #EDC089
draw mesh bun

Step 4

Finish coloring the bun.

  1. #F3BE5E
  2. #F9E3C0
  3. #E2A36A
  4. #8F2609
create bottom bun

Step 5

Begin drawing the sausage in the same manner.

  1. #C94D21
  2. #89190C
  3. #F9ECE8
color mesh sausage

Step 6

Add a few more touches.

  1. #D37550
  2. #6D0800
color sausage

Step 7

Change some colors on the right tip of the sausage.

  1. #A0321A
  2. #881E0E
finish sausage tip

Step 8

Color some nodes with #BD4E31.

Then, modify the nodes on the right and left tips of the sausage as indicated below.

finish sausage

Step 9

Let’s draw the mustard!

  1. #FBD020
  2. #D6560A
draw mustard

Step 10

To make it wavy, create some more Mesh nodes. Then, select every other column, alternating them, and press the Down key a couple of times, moving the nodes downwards.

Repeat until the image looks like a wavy strip of mustard.

change mustard shape

Step 11

Tweak the shape and the colors a bit more.

  1. #D98911
  2. #FFFFFF
mustard

Step 12

Now we need some shadows. Draw two shapes and fill them with #5B1B0C and #C94D21, as indicated below.

Place the smaller shape inside the bigger one.

make shapes for blend

Step 13

Change the Opacity of the big shape to 0%.

change opacity

Step 14

Next, select both objects and go to Object > Blend > Blend Options. Set the mode to Specified Steps with an amount of 30Object > Blend > Make to create the shadow.

make blend

Step 15

Create a thinner copy of the Blend. Change the Transparency of both objects to Multiply.

create copy

Step 16

Place the shadows under both buns.

place shadows

Step 17

Add the sausage in the back and the mustard strip on top.

add sausage

Step 18

Let’s draw another shadow! Use #5B1B0C and #FFFFFF.

circles for shadow

Step 19

Create another Blend like we just did in Steps 13-14.

make blend

Step 20

Place the shadow under the hot dog!

place shadow

2. How to Create a Texture

Step 1

In this optional section, we will create a texture for the meat in our burger.

You can choose to skip this one, but if you don’t, head over to my autumn tutorial and complete Steps 13-14 in the first section.

Select and isolate only the indicated cluster of paths, as indicated in the screenshot below.

isolate texture

Step 2

Clone this particular part until you create a fairly long line.

clone texture

Step 3

Group (Control-G) these elements, and then change their Transparency to Overlay and Opacity to 50%.

change opacity

3. How to Draw the Hamburger

Step 1

Begin drawing the top bun with Meshjust as we did with the hot dog.

  1. #FDCC8D
  2. #933800
  3. #D8883B
start top mesh bun

Step 2

Continue coloring.

  1. #BC681E
  2. #FFF1C6
  3. #FFBF6A
top bun

Step 3

Add some more final touches.

  1. #FFCC82
  2. #7E2403
  3. #E1C5B2
finish bun mesh

Step 4

Modify the nodes on the bottom edge to give the bun a more realistic look.

modify bun

Step 5

Draw another Blend shadow, just as we did before in Steps 12-14 of the previous section.

  • #5B1D07
  • #AA4B0B
make blend

Step 6

Place the shadow under the bun.

place shadow

Step 7

Draw the first piece of cheese.

  1. #FFE885
  2. #CB7B0E
  3. #CC7D10
  4. #FCC94E
draw mesh cheese

Step 8

Finish the cheese.

  1. #FFFBEC
  2. #FEF1B4
  3. #CF7F12
  4. #520300
finish melted cheese

Step 9

Draw the cucumber.

  1. #437000
  2. #8EA456
  3. #567902
draw cucumber

Step 10

Finish the vegetable.

  1. #8BA152
  2. #2C4500
  3. #365900
draw cucumber

Step 11

Create two copies of the Mesh side to side. Then, draw a green ellipse representing the top of each cucumber.

finish cucumbers

Step 12

Place the ingredients under the bun.

add elements to the burger

Step 13

Draw the tomato.

  1. #D10C07
  2. #FD6853
  3. #690100
mesh tomato

Step 14

Finish the tomato.

  1. #3A0000
  2. #FFFFFF
  3. #B90100
draw tomato

Step 15

Add a #A51500 top to the tomato.

finish tomato

Step 16

Begin the second piece of cheese.

  1. #FFE36C
  2. #E59000
  3. #A42B08
draw mesh cheese

Step 17

Color the cheese.

  1. #913B00
  2. #FFFFFF
  3. #FFF49B
draw cheese

Step 18

Draw the meat.

  1. #874115
  2. #340902
  3. #A6591D
draw meat with mesh

Step 19

Finish the meat.

  1. #FFE36C
  2. #E59000
  3. #A42B08
finish drawing meat

Step 20

If you made the texture before, apply it to the meat.

add texture to meat

Step 21

Draw the onion.

  1. #FAF5C8
  2. #3D1506
  3. #FFFFF2
  4. #E9E1AC
  5. #E3CC98
draw onion

Step 22

Add the ingredients to the burger.

add elements of burger

Step 23

Finally, draw the bottom bun.

  1. #FBCE73
  2. #EB9626
  3. #A75C1D
  4. #A0780D
draw bottom bun with mesh

Step 24

Finish the bun.

  1. #945D1B
  2. #F9DC9B
  3. #EB982A
  4. #B5681B
draw bun

Step 25

Draw the seeds for the bun.

  1. #ECB369
  2. #FBEDAC
  3. #FAC781
draw seeds with mesh

Step 26

Finish drawing the seeds.

  1. #FDE5A1
  2. #D89748
  3. #C4711E
  4. #E5A75B
draw seeds

Step 27

Add seeds on top of the burger.

add seeds

Step 28

Grab the shadow we created for the hot dog and place it under the burger!

add shadow

Awesome Work, You’re Now Done!

Thank you for following along, and please feel welcome to post your result in the comments. I’ll be looking
forward to seeing it!

In this tutorial, you learned how to
create a pair of fast food items using the Mesh Tool.

I hope you’ve enjoyed this tutorial and learned how to use some useful
tools for the future! Check out some of my other vector tutorials on my instructor profile.

You can purchase these items (Hot Dog, Hamburger) as well as other similar designs in my portfolio on GraphicRiver.

Hamburger
Hamburger
Hot Dog
Hot Dog