The more aggressive your bids are, the more impression share you own, the more conversions you get. Simple, right? Well, not quite… Let’s start by breaking down what the famous share metrics actually mean! Metric Definitions Here is how Google define these terms: Search Impression Share: Impressions you’ve received on the Search Network divided by the estimated number … [Read more...] about Click Share Vs Impression Share – Which One Should You Care About?
Search Results for: google
May 2020 Updates to Paid Media Platforms
In this monthly post, we bring you the latest from all of the major platforms. Google Ads What: Hotel ads product updates Details: Google is piloting a commissions (per stay) program allowing Hotel ads partners to pay a commission only if a customer follows through with their stay, automatically adjusting bids to maximize booking value. In the next few weeks, expect the rollout … [Read more...] about May 2020 Updates to Paid Media Platforms
How Data Science Can Improve PPC Performance
As machine learning and automation gain more of a stronghold in digital marketing, we need a way to analyse all the data we obtain. Data science does this by turning theories into tangible evidence. One data science term you might come across is big data. It refers to large and complex data sets used to identify trends and patterns that can help businesses make better, more … [Read more...] about How Data Science Can Improve PPC Performance
A Comprehensive Guide to Ad Testing
Back in the olden days, ad copy testing consisted of adding exclamation marks or using proper case. That was also when you only had one headline. Times have changed and so has the sophistication of ad testing. I’ve compiled a list of things to take into consideration for your next ad test. Draft a Google Experiment or run test in the current ad group? After talking to … [Read more...] about A Comprehensive Guide to Ad Testing
PPC News: Keeping Pace with the Industry
The digital marketing landscape is constantly changing. Being a good digital marketer means keeping tabs on these changes so you're marketing strategy can keep up too. This blog will cover some of the best places across the internet to find the brightest minds and most up-to-date news of the PPC industry. And hey, you’ve already made it here, which means you’re doing great so … [Read more...] about PPC News: Keeping Pace with the Industry
Introducing: Paid Media Pulse COVID-19 Dashboard
Have you been wondering how the pandemic is impacting paid media and how your investments compare to what others are doing? We're tracking COVID-19's impact on the paid media industry with our Paid Media Pulse dashboard, a report which shares survey data from marketers across the globe every month. Typically at this time of year, we send around the State of PPC Survey to … [Read more...] about Introducing: Paid Media Pulse COVID-19 Dashboard
When Surprisingly Good Performance Leads To Tough Questions About The Value Of PPC
These past few weeks have prompted many firsts for even the most seasoned digital advertisers. Be it challenging questions from clients/bosses, head-scratchers within accounts, new working conditions, etc - our day-to-day PPC activities have been turned upside down. While there is a ton of content on the “do’s and don’ts” of advertising during this pandemic, I haven’t noticed … [Read more...] about When Surprisingly Good Performance Leads To Tough Questions About The Value Of PPC
How To Eliminate Wasted PPC Spend
As we all know, times are crazy right now. Whether you have had to pull back spend drastically, or your business is thriving during these uncertain times, avoiding wasted spend is a main priority for almost everyone. I am going to walk through some tips I have learned while working in Digital Marketing that will help find and eliminate wasted spend in your accounts. … [Read more...] about How To Eliminate Wasted PPC Spend
Ad Copy Tips For the COVID Era
Striking a balance between promotional and socially conscious messaging can be challenging right now. We know that Google and Facebook are actively monitoring and snubbing out inappropriate ad copy that has malicious intent (and for that, we’re grateful). That said, it’s difficult not to talk about it and empathize with our audiences. Google is running a series of weekly … [Read more...] about Ad Copy Tips For the COVID Era
Discovery Campaigns As A Part Of Your Remarketing Funnel
Do you remember what you were doing one year ago? It was a simpler time - the Toronto Raptors were in the midst of an NBA championship run, activists were gearing up to storm Area 51, and a little diddy called “Old Town Road” was burning up the airwaves. You may also remember May 2019 for Google announcing the availability of “Discovery Campaigns”, which were subsequently … [Read more...] about Discovery Campaigns As A Part Of Your Remarketing Funnel
PPC RSAs: Do They Live Up to The Hype?
Oh, hello! Thanks for stopping by to read this blog of mine. All the cool kids are doing it, right? Now, I’m going to dive into the performance of Responsive Search Ads (RSAs) and see if they live up to the expectations set for them when Google initially rolled this new ad type out back in early 2018. First, if you’re unfamiliar with RSAs I’d recommend checking out this blog … [Read more...] about PPC RSAs: Do They Live Up to The Hype?
Travel Searches Are Surging: Time To Relaunch PPC
The travel industry has been hit, as expected, particularly hard during the world’s pandemic. Hotel closures and flight cancellations forced businesses to not only resort to furloughs and layoffs, they also forced reduced advertising spend or a complete pause on advertising. The closures and pandemic brought the industry, including flight and hotel reservations, to a halt. … [Read more...] about Travel Searches Are Surging: Time To Relaunch PPC
