For Epiphany, the acceptance to the Google Conversion Professionals programme confirms that the great work we have been doing for our clients over the last 2 years is ahead of the industry standard.

Epiphany’s knowledge of website optimisation was approved by Google when they awarded us the Website Optimisation Authorised Consultant (WOAC) qualification.  At the same time, our analytical & technical ability was acknowledged when we became Google Analytics Authorised Consultants (GAAC).
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One question that I get asked a lot by advertisers is what they can do to improve their PPC performance. PPC is a level playing field (on paper, at least), but the days of making easy money are gone.

There are simply too many advertisers, bidding too much for PPC to be highly profitable for every advertiser – in short, it’s becoming a dog-eat-dog world. Every sale that you make is one that your competitors don’t get, and vice-versa.

Once you’ve got your account in order, optimised your keyword list, grouped it into nice, neat Adgroups, tested many adverts on each, found your sweet-spot for each Adgroup (the most profitable bid) and tested the Content Network and all the various options that Adwords et al offer, eventually, your account’s performance is likely to plateau.

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