The revenue you earn from advertising doesn't come from your products or services. Of course, that doesn't mean your product is not essential. However, the most vital factor that makes a paid advertising campaign successful, I believe, is the keywords you choose to bid on. It's keywords that make or break a PPC campaign as this element determines who sees your ad and who … [Read more...] about PPC Keyword Research Guide: How to Find Keywords for Your Paid Advertising
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Smart Shopping for the Holidays – A Test & Learn Approach
With the December holidays approaching, it’s more important than ever to have confidence in your eCommerce strategies. It is no secret that online shopping is the new normal, and with fewer people traveling for the holidays, some families are putting more under their trees due to travel restrictions. As marketers, it’s no secret that a strong holiday strategy is vital for Q4 … [Read more...] about Smart Shopping for the Holidays – A Test & Learn Approach
The Ethical Implications Of PPC Advertising & How To Overcome Them
Earlier this year when Amazon, Apple, Facebook and Google attended an antitrust hearing, a ton of transparency concerns that were bubbling came to the surface. It was thought to be just a small part of a larger series of antitrust investigations, but with miscommunication and updates affecting the visibility of search terms, we’ve since questioned whether or not Google is … [Read more...] about The Ethical Implications Of PPC Advertising & How To Overcome Them
The Holiday Landscape for Travel: Make Every PPC Dollar Count
In May of 2020 I discussed the need to relaunch PPC for the travel industry and in September of this year I discussed how the industry has changed and how PPC strategy needs to pivot accordingly. As we enter the holiday season, the busiest travel time of the year pre-COVID, the travel industry continues to evolve - and struggle. More people are searching and in the end, more … [Read more...] about The Holiday Landscape for Travel: Make Every PPC Dollar Count
Digital Marketing in a VUCA World: Is it Time to Emerge from Plato’s Cave?
Wow, there is so much you can learn from the data. So much you can do with digital marketing. We can track 70% of the user journey, can’t we? This is the average, indicated by leading digital marketers in our survey. But what about un-trackable offline actions? What about the data lost through privacy protection and ad blocking? And finally, what about data that is … [Read more...] about Digital Marketing in a VUCA World: Is it Time to Emerge from Plato’s Cave?
5 Tips for Creating Accurate Projections
For whatever reason, marketers, particularly digital marketers, hate projections. When it comes to literally anything else, data is our bread and butter. So what is it about future performance that causes us such unease? Past performance is set in stone - it tells us cold, hard facts. From past performance data we can easily (or not so easily) determine next steps and … [Read more...] about 5 Tips for Creating Accurate Projections
How To Create State-of-the-Art Campaign Proposals
Chances are if you’re reading this post, you’re either an agency gal (or guy!) like myself, or you are tasked with presenting strategy and ad mockups to either your boss or clients. Diane Anselmo wrote a wonderful article, What Clients Want. In this article, she touched on the consultative approach. This, my friends, is what separates a good agency from an … [Read more...] about How To Create State-of-the-Art Campaign Proposals
Running Smart Shopping Alongside Regular Shopping [Test Results]
Hello there, my loyal followers! In this blog post I’ll walk you through my experiences with Google’s Smart Shopping campaigns and why I’ve recently become a fan of them. To start, according to Google, smart shopping campaigns will, “Simplify your campaign management, maximize your conversion value, and expand your reach…” This campaign subtype combines standard shopping … [Read more...] about Running Smart Shopping Alongside Regular Shopping [Test Results]
Ecommerce Ad Updates You Should Know As We Approach Q4
2020 has presented many firsts and challenges for various PPCers. Specifically, on the eCommerce side, brands have experienced quite a bit of growth as people have leaned heavier on purchasing online. I recently wrote about “When Surprisingly Good Performance Leads To Tough Questions About The Value Of PPC”, covering how COVID has impacted our overall approach. It’s clear that … [Read more...] about Ecommerce Ad Updates You Should Know As We Approach Q4
How to Build a Winning Native Advertising Strategy
The Case for Native Native is eating the advertising world. Over the past five years, we have seen spending on Native more than double, becoming an increasingly important component of brands’ digital display strategy. What’s driving this growth? Over-personalisation, disruptive ads, and poor targeting. Consumers are increasingly using ad blockers in response, as they … [Read more...] about How to Build a Winning Native Advertising Strategy
PPC Account Transitions: 4 Parts Of A Smooth Handoff
Whether you are leaving your job or just transitioning to another role in your company, having a solid transition plan determines whether a transition goes smoothly or becomes a complete train-wreck, leaving your team confused and annoyed. If you’re like most of us, you don’t want the latter to happen, so you better keep reading to find out how to make your transition effective … [Read more...] about PPC Account Transitions: 4 Parts Of A Smooth Handoff
4 Organizational Tools For Managing Digital Marketing Teams
We all know organization is a necessary skill when managing campaigns across different channels with various objectives, but do you have an efficient system in place? If you’re new to digital marketing, here are 6 quick organizational tips to follow. If you’re looking for how to keep yourself and your team organized despite a multitude of deadlines, below is a list of … [Read more...] about 4 Organizational Tools For Managing Digital Marketing Teams
