We’ve received a few requests to cover the difference between enhanced cost-per-click and CPA bidding. Both use Google Ads data, which there is quite a lot of, to better spend your budget and hit your goals. But what makes them different? Beyond standard CPC bidding, Google Ads lets you choose two advanced options, enhanced cost-per-click and CPA bidding. Both options use … [Read more...] about Getting a Little Help with Your Bids – ECPC vs CPA Bidding
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First Page Search Bids: Should You Go All In?
The number of insight-driven tools Google and Bing have given us over the years has grown. As someone who loves to assess risks ad nauseam, bid simulator metrics have been a real treat for me. But I have found that the standard options they offer don’t always jive with how I like to plan. When looking at keywords that are living below the first page, I want to understand the … [Read more...] about First Page Search Bids: Should You Go All In?
Mobile Gaming: Boosting User Retention with Digital Advertising
If you develop mobile games, the majority of your revenue likely comes from in-game advertising or microtransactions, and both of these happen post-download. In 2018, an average of 1,800 games/mo were launched on the IOS app store alone. With this sort of competition, users have more options than ever to find a game they want to invest their time (and money) into and can shop … [Read more...] about Mobile Gaming: Boosting User Retention with Digital Advertising
How To Build An Ad Copy Proposal Template In Excel
One of the most useful documents in the “Useful Stuff” folder I keep on my desktop is an Ad Copy Proposal Template. It’s not the sexiest Xcel file you’ve ever seen, but it is simple, efficient, and I make copies of it nearly daily (I write a lot of ad copy). I’m going to walk through why I love this doc and how to build your own. You’ll find that putting the time into building … [Read more...] about How To Build An Ad Copy Proposal Template In Excel
Juggling B2B & B2C: C Where You Need to B
Many companies have B2C and B2B offerings; in some cases their digital marketing efforts will coincide and in other cases they won’t. Often times B2C and B2B efforts could collide. I have a client that is a company with both B2B and B2C divisions, with two separate ad accounts. Budgets, conversions, goals, and KPIs are vastly different for each. The difficulty lies in the … [Read more...] about Juggling B2B & B2C: C Where You Need to B
Starter Projects for New Coders
Knowing what to do can be one of the biggest challenges for new coders. In a previous article we covered choosing a language. Now you’ve made your way around tutorials on variables, loops, and functions but how can you apply it to your job? Many coding tutorials are geared towards full-time coding positions or domains that have nothing to do with marketing. This leaves … [Read more...] about Starter Projects for New Coders
How to Organize a Successful PPC Audit
Over the years, a lot has changed about PPC. Clients expect us to be more integrated with their overall business strategy and goals, and not just work in a silo. In particular, I have noticed a shift in our audit clients and what sort of presentation resonates the best. Gone are the days when we can just poke through an account’s settings, list high CPL keywords, recommend some … [Read more...] about How to Organize a Successful PPC Audit
Account Management: One of My Top Takeaways From 2018
To preface this entire post, I’ll mention that I’ve been in my role for about one year now. As I’ve reflected on 2018, my expectations in regard to what managing accounts looked like at the outset were largely incorrect. I’ve come to realize that we can’t always apply standard routines, processes, and tasks to manage our client accounts. Managing them is so much more than … [Read more...] about Account Management: One of My Top Takeaways From 2018
Curate Your Audience to Get Better Results from Your Digital Campaigns
Knowing your audience is an important part of your marketing strategy. You need to know and understand who you need to target to reach your goals and objectives. Effectively targeting your potential users can lead to decreased costs through personalized content and messaging, user segmentation, and better-qualified leads. Of course, the first step is to find who to target and … [Read more...] about Curate Your Audience to Get Better Results from Your Digital Campaigns
PPC Investigative Report: What Are APIs?
Today’s investigative report takes a look into the million-dollar question: What is an API? For those unsure what an investigative report is (other than a fantastic song from GZA’s Liquid Swords album), an investigative report can clarify your thinking and even uncover additional questions that provide new insights into a case. I chose to define this because this blog post … [Read more...] about PPC Investigative Report: What Are APIs?
Marketing Events In Facebook
One of my favorite accounts to run strategy for is one where we market job fair events to a specific type of qualified job-seeker. The job fairs occur in target cities throughout the U.S. and we run 3-week flight campaigns in the lead up to every event with a registration form as the conversion goal. Typically, we’re launching 2-4 campaigns a week due to the rolling nature of … [Read more...] about Marketing Events In Facebook
New Year, New You(Tube): Creating a Robust YouTube Ad Strategy for 2019
Looking for a new PPC strategy? This blog, plus the momentum of the New Year, can help you launch your first YouTube video ad campaign. If you are already a YouTube marketing pro and clicked on this article to enhance your current strategy, I recommend reading through the Campaign Specifics and Audience Targeting sections. This post is not meant to be your typical “how-to … [Read more...] about New Year, New You(Tube): Creating a Robust YouTube Ad Strategy for 2019
