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
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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
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
Accounting for Future Performance in Paid Media
Changing circumstances can force you to confront the future. Planning ahead is essential and can better prepare you for what comes next. While a model won’t perfectly predict what comes next, it can be vital in preparing and setting realistic expectations. In this article, we’ll cover a few approaches that you can explore and build on. It’s worth noting that while there is … [Read more...] about Accounting for Future Performance in Paid Media
Facebook Ad Types: How to Choose the Best One
Facebook has 2.5 B users each month. It is a powerful platform that has the ability to reach your ideal audience. Facebook has many different types of ads you can use, from single image ads to video ads, but which ad type performs the best? Types There are various types of ads you can use within Facebook, and this post explains each ad type with … [Read more...] about Facebook Ad Types: How to Choose the Best One
How to Use Creative Sets to Make the Most of Your Apple Search Ads
Creative Sets as an alternative to A/B testing and useful tool for improving the conversion rate on the App Store. Running Apple Search Ads campaigns is one of the most reliable ways to gain the best results on the App Store, unlock the potential of your app and improve the conversion rate. Just like mobile A/B testing is. But what if you could combine both methods, all … [Read more...] about How to Use Creative Sets to Make the Most of Your Apple Search Ads
Mastering Data: Marketing and Analytics Workshop
Do you want to better understand your marketing performance and uncover new insights?Do you want to be able to build custom reports and dashboards that will save you eons of time?Do you want to be able to quickly respond to your boss on why performance is down?How about identify areas for optimization or new channels for growth?Maximize leads, revenue, and ROAS? If you … [Read more...] about Mastering Data: Marketing and Analytics Workshop
January Updates to Paid Advertising Platforms
In this monthly post, we bring you the latest from all of the major platforms. General What: California Consumer Privacy Act (CCPA) goes live Details: On January 1st, 2020 CCPA went into effect representing a major milestone in data privacy legislation within the United States. Impact: For brands that properly prepped for GDPR, there were likely minimal alterations to make. … [Read more...] about January Updates to Paid Advertising Platforms
Google Ads vs. AdSense: What’s the Difference?
Beginners to search marketing often hear about Google's two advertising platforms, Google Ads and Google AdSense. Depending on your goals, one of these systems may be right for you, but what's the difference between Google Ads and AdSense? Which one makes more sense for your site? What’s the main difference between Google Ads and AdSense? The main difference is that Google Ads … [Read more...] about Google Ads vs. AdSense: What’s the Difference?
[Hero Academy Video] Product Audiences on Search and MSAN
Product audiences are dynamic remarketing lists that pair customers with specific products based on the products they have looked at, considered, or already purchased on your website. You can use product audiences in both search campaigns and audience campaigns. In this new lesson on Hero Academy, Purna Virji from Microsoft breaks down everything you need to know about … [Read more...] about [Hero Academy Video] Product Audiences on Search and MSAN
12 Holiday PPC Optimization Tips
This year is coming to an end and we are almost through the holiday season. Here are some holiday PPC optimization tips you can make in your account right now. Some of these tips will help you reduce wasteful spending and improve ROAS. SQRs/Negatives It was not too long ago that Google expanded their keyword close variant matching. Microsoft Ads has also expanded its … [Read more...] about 12 Holiday PPC Optimization Tips
Facebook Holiday Checklist: 6 Tips For Success
The holiday season is in motion and the influx of advertisers on Facebook has begun. This influx makes ad space very competitive, so here are some tips to make it a successful season. Use campaign budget optimization to increase efficiency Use campaign budget optimization (CBO) to maximize delivery and decrease total cost per result across all ad sets. While CBO can't … [Read more...] about Facebook Holiday Checklist: 6 Tips For Success
