My passion for digital advertising comes from one particular item: data. The amount of information that we have the opportunity to look through and analyze is astonishing. From basic metrics like impressions and clicks to more intriguing insights such as website navigation paths or adds to cart, everything seems to be in place for complex questions and problems to be tackled … [Read more...] about 3 Areas Of Digital Advertising That Are STILL Problematic
Search Results for: ROAS
Three Basic Categories of Google Ads Bidding
There are only two certain things in life: death and Google Ads updates. Google makes updates to its ads platform on a monthly basis and most of these are small changes or new features types to test out. However, every year or so Google loves to rock the boat with removing or adding a new bid strategy. Don’t worry, you haven’t missed any big news recently! However, given … [Read more...] about Three Basic Categories of Google Ads Bidding
Strengthen Your Brand In Unprecedented Times
Certain industries (such as fitness or streaming services) saw a peak in sales due to COVID-19 in Q2. With some locales slowly reopening, those sales have likely dipped. As an ecom marketer, it is my job to boost ROAS and revenue as much as possible no matter the demand. My team and I were recently challenged with the task of figuring out how to maximize sales and ROAS for a … [Read more...] about Strengthen Your Brand In Unprecedented Times
How To Increase Facebook Traffic Without Sacrificing Revenue
You may have heard this question before: “How can I get more for less?” or perhaps some variation like “How can I increase traffic for the same budget?” or “Why can’t I scale my Facebook campaigns efficiently?” Those questions are exactly what I hope to address here, so you can walk away with simple action items to boost your Facebook campaign traffic without throwing tons of … [Read more...] about How To Increase Facebook Traffic Without Sacrificing Revenue
How To Maximize eCommerce Revenue When Demand Skyrockets
There is no doubt the recent stay-at-home orders have impacted businesses in a big way. Some businesses have experienced significant revenue loss, while some eCommerce companies are seeing record revenue months. The current pandemic has changed search behavior as more people shift to buying online. Many eCommerce businesses have experienced an increase in conversion rate … [Read more...] about How To Maximize eCommerce Revenue When Demand Skyrockets
3 Forecasting Strategies For PPC Data Anomalies
COVID-19 is impacting every area of our lives. Working for an agency, or within a marketing department, I imagine it impacted your client’s marketing budgets (or your own) for the immediate future and most likely, for the rest of the year and into next year. I have a client that was severely affected by COVID-19 in an extremely positive way - they could not keep up … [Read more...] about 3 Forecasting Strategies For PPC Data Anomalies
When To Test Google Ads Portfolio Bidding
Automation is a feature that isn’t going away anytime soon and Google continues to offer additional features. Portfolio bidding has been around for a while, but it’s something I’ve just recently started experimenting with after having a lot of success with automation at the campaign level. In this post, I’ll break down portfolio bidding and 5 scenarios when I tested it. What … [Read more...] about When To Test Google Ads Portfolio Bidding
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
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
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
