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Ryan Moothart

Ryan Moothart

Ryan is a Senior PPC Strategist and has been with Portent, Inc. since 2010. He has over six years of hands-on PPC experience including large-scale e-commerce, international B2B lead gen, and everything in between. Graduating from Willamette University with a BA in Rhetoric and Media Studies, he became a published author in 2016 with the release of his book, Towards Cascadia, which is a non-fiction exploration of Pacific Northwest identity, bioregionalism, and nationhood. He and his husband, Paul, enjoy traveling and are avid followers of Sounders FC, Seattle’s Major League Soccer club.

Articles by Ryan Moothart

AdWords is Changing Exact Match Again Portent

Ryan Moothart //  24 Mar, 2017

AdWords is Changing Exact Match…Again

Exact match is dead; long live exact match! Last Friday, Google announced that it is “expanding close variant matching to include additional rewording and reordering for exact match keywords.” In other words: “exact match” will not exactly be exact match. If you’re not a PPC nerd, exact match types are used for keywords that the… Read More

Audit your Adwords PPC Account - Portent

Ryan Moothart //  1 Feb, 2017

It’s Time to Audit Your AdWords Account

Ah January, another revolution around the sun complete. Yearly budgets are set, resolutions made, and the holidays are still recent enough you can taste the eggnog. I hate to be the guy who brings up that one thing, which causes you to go into a brand-new-year-and-I-already-forgot-about… panic, but: when’s the last time you took a… Read More

Ryan Moothart //  2 Nov, 2016

7 Keys to a Successful Mobile PPC Strategy

“This year is the year of mobile!” … said every PPC strategist 3 years ago. It’s no longer “the year of mobile” – mobile traffic has already become the fastest growing–and possibly most significant–segment of paid SEM traffic. It’s time to take a fresh, actionable look at your mobile PPC strategy for both quick wins… Read More

Ryan Moothart //  30 Jun, 2016

AdWords Changes in 2016: What You Should Care About

Last month, Google announced some changes coming to AdWords this year, which gives advertisers some additional tools to work with. Unlike some major changes in the past (e.g. enhanced campaigns), you have very little reason to panic over these announcements. Are these changes revolutionary or paradigm shifting? No. Will they have an impact on performance?… Read More

Ryan Moothart //  28 Apr, 2016

Executing a Successful Local PPC Strategy

Local PPC is a topic seldom discussed in the digital marketing sphere, and that’s a problem. There are many businesses which depend on potential customers among the local population to physically enter a specific location and spend money; restaurants and service shops are two of the most prominent examples. For many of these businesses investing… Read More

Ryan Moothart //  29 Feb, 2016

What Google’s Elimination of Side-Rail Ads Means for Your PPC Program

Google recently announced it is eliminating text ad impressions on the right-hand side of its results pages. Previously, upwards of 10 or 11 total ads were eligible to show on the first results page with a majority showing up on the right-hand side. Going forward, there will now be a maximum of 7 total ads… Read More

Don't Overspend for your PPC

Ryan Moothart //  20 Aug, 2015

Maximize Profitability on Your Branded PPC

Alternate Title: How I doubled Return on Ad Spend in branded PPC PPC 101 – Branded Search The first rule of PPC is to make sure you bid on your branded search terms.  Actually, scratch that – the first rule of PPC is that all must bow down to Earth’s future overlords, Google.  Or was… Read More

Ryan Moothart //  5 Sep, 2014

Getting Started with Mobile Bid Modifiers

Problem Ever since Google AdWords introduced enhanced campaigns, targeting mobile traffic effectively using mobile bid modifiers has been an important strategy for all PPC managers.  Some of you may have mobile bid modifiers set in your campaigns already, but aren’t seeing very good results from mobile traffic.  Others may have your mobile bid modifiers set… Read More

Ryan Moothart //  28 May, 2014

Leverage Attribution Modeling for PPC

Are you using attribution modeling or assisted conversion data in your PPC reports? If you’re not, you’re missing out on some golden opportunities to leverage data to your advantage. We all know the LNDC model (last non-direct click model—the default used by Google Analytics) is not comprehensive enough for us to see the big picture.… Read More

Ryan Moothart //  6 Feb, 2014

Google Shopping Campaigns Get Results

For the past few months, we at Portent have been trying out Google AdWords’ new Shopping Campaigns format for a couple of our clients. We had been eager to try it out and finally got the opportunity last November when one of our clients was accepted into the beta program. After 2 and half months,… Read More

Ryan Moothart //  25 Sep, 2013

5 Tips to Help You Work from Home Effectively and Efficiently

For three years, I got to work in an awesome professional setting at Portent. Sure, the office space wasn’t as nice when I first started in the outskirts of Seattle as it is now downtown. But that didn’t change the fact that I became part of a close-knit community which thrives in the office environment… Read More

Graphic of talking mouths

Ryan Moothart //  29 Jul, 2013

Tell a Story – Making Reports Worth Everyone’s Time

Weekly and monthly reporting is one of the most important things I do as a PPC strategist.  Clients invest a lot of money into paid search and need to be able to keep track of progress.   More importantly though, clients need to understand the strategy and the reasoning behind what’s going on.  That’s where I… Read More

Flow chart of correlations

Ryan Moothart //  19 Jun, 2013

Correlate, Damn it!

Identifying the Issue with Your PPC Account Have you ever caught yourself staring at data from AdWords, trying to find an explanation to why your conversions dropped x% month over month and y% year over year, and not even knowing where to start searching for an explanation? So many variables come into play on a… Read More

Ryan Moothart //  23 May, 2013

Meet the PPC Team (Star Trek: TNG Style)

Here at Portent, we have many Internet marketing teams: SEO, content, and design, just to name a few. But the best team, objectively speaking*, is the PPC team. *This is completely subjective as I am a member of the PPC team.  That does not mean what I say is not the truth. We are a… Read More

Ryan Moothart //  19 Apr, 2013

Why Re-Organizing Your AdWords Account Can Fail in the Beginning

If you have ever re-organized an inherited AdWords account to get in line with best practices by moving keywords into new campaigns and creating new ad copy, you may have noticed how you don’t immediately get the results you were expecting. In fact, you may have concluded that all of the work just made your… Read More