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?
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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
Audit Google Display Placements Like a Boss
Auditing your display campaign is something that when I started out in the PPC world, I had no idea why or what to do. “It’s getting tons of impressions! Why stop the campaign from doing it’s thing? Don't we want to get our brand out there?” Now I’m a seasoned newbie and understand the importance of being diligent on display campaigns and that auditing is my very best friend in … [Read more...] about Audit Google Display Placements Like a Boss
Create Google Display Countdown Ads Using Rules: Getting Creative With Ad Customizers
Have an upcoming product launch? Want to create urgency to purchase with your ads? Look no further! If you’re anything like me, naturally, you have no sense of time (in my personal life). I am pretty prompt professionally thanks to the help of planners, to-do lists, calendars and enough post-it notes that a small tree was probably harmed in the making. I am definitely that … [Read more...] about Create Google Display Countdown Ads Using Rules: Getting Creative With Ad Customizers
Google Ads Audience-Based Campaign Restructure Case Study
Google Ads keyword-based campaign structure is one of, if not, the most important aspects of driving paid performance in digital marketing at the highest levels of intent. With bad structure keywords compete against themselves, quality scores plummet, bidding and budgeting become erratic and less predictable, among many other cascading issues. Behind campaign structure (because … [Read more...] about Google Ads Audience-Based Campaign Restructure Case Study
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
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
TikTok Advertising: Should You Test It?
Today is a time when getting in front of a large engaged audience is as important as ever, and TikTok has emerged as a huge place people are spending their time. TikTok is the newest and one of the most popular social platforms right now, especially with many people having extra time, and are looking to be entertained. For those who have extra budget, a plethora of creative … [Read more...] about TikTok Advertising: Should You Test It?
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
An Intro To Custom Reporting in Facebook Ads
Picture this: it’s the beginning of the month, you have a million different reports you need to compile for a million different accounts, and you’re short on time. Sound familiar? Okay so maybe you actually only need to pull a handful of reports. Well, today, I’ll walk you through the nifty feature that is Custom Reporting in Facebook Ads, and how you can use this tool to … [Read more...] about An Intro To Custom Reporting in Facebook Ads
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
How To Double Relevant Google Shopping Volume in 5 Steps
Have you had trouble capturing enough targeted volume via Google Shopping to make it a meaningful revenue source? You have a limited number of characters to play with in your product feed titles, so when you do pick a keyword or two to feature, it will be at the expense of many others. Keyword stuffing your shopping feed certainly isn’t a viable option, but wouldn’t it be nice … [Read more...] about How To Double Relevant Google Shopping Volume in 5 Steps
