Targeting competitors is a time-honored tradition in PPC marketing. Getting your ads in front of a competitors' audience can build awareness and generate sales. Google and Bing allow us to do this by running ads against a competitor’s brand and product-related keywords, but what about a social media site like Facebook? There are no keywords, so what do you target? The first … [Read more...] about Target Competitors On Facebook Using Interest Based Audiences
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Tools to Analyze Your PPC Competition
It seemed like our PPC Hero audience really enjoys competitor research so I thought maybe a little more creeping was in order. I’m going to focus, however, on the various tools on the market that you can use to see estimated metric performance, keyword and ad copy information on those competitors. It'll take your competitive ppc analysis to the next level! Why is competitor … [Read more...] about Tools to Analyze Your PPC Competition
The Value Of Amazon Sponsored Brand Video Ads [Case Study]
This year I have had the opportunity to beta test the Amazon Sponsored Video Ads released to the public in early October. I have held off on writing about the ad type until I had the opportunity to examine the ad impact through Prime Day and Black Friday/Cyber Monday. The ad type has reported surprising performance and I am here to report on my experience and recommendations so … [Read more...] about The Value Of Amazon Sponsored Brand Video Ads [Case Study]
December 2020 Updates to Paid Media Platforms
In this monthly post, we bring you the latest from all of the major platforms. Google Ads What: Google Ads Editor v1.5 has been released Details: The new version of Editor provides a large list of product updates including filter adjustments, image extensions, updated statistic columns, detailed recommendations, ad strength review, and more. Impact: For … [Read more...] about December 2020 Updates to Paid Media Platforms
How To Calculate Effective Click-Thru Rate
When evaluating click-through rate (CTR) for keywords in Google Ads, we tend to forget that what we are looking at is not really giving us the full picture of what is actually happening. When someone searches on Google, their click can go to a paid listing, but also to an organic listing. Thus, evaluating the effectiveness of your ads or presence using Google Ads' CTR could be … [Read more...] about How To Calculate Effective Click-Thru Rate
How to Create Thumb-stopping Social Ads
We all have been there, where we have been patiently waiting to see the results of a newly launched paid social campaign that we have worked hours to plan, design and build. We had audience personas, the right campaign objective, a few high quality audiences and a few ads that we thought would resonate with our target audience. You even went the extra mile and used creative … [Read more...] about How to Create Thumb-stopping Social Ads
November 2020 Updates to Paid Media Platforms
In this monthly post, we bring you the latest from all of the major platforms. Google Ads What: Import Google Ads Data into Google Sheets Details: A Google Ads add-on is now available for Google Sheets. Navigate to the “Add-ons” drop down menu in order to install. Impact: The Add-On eliminates a degree of manual work and opens the door for improved custom … [Read more...] about November 2020 Updates to Paid Media Platforms
What Marketers Need to Understand About Automated Bid Algorithms
In conversations with clients, I find myself using a phrase like, “We can do that, but we need to make sure we grease the wheels of the machine first.” What my Industrial-age jargon actually means is, we need to make sure that we’re not forcing the algorithms to have to relearn in a way that will be detrimental to our performance. I’m going to spare you arguments as to why you … [Read more...] about What Marketers Need to Understand About Automated Bid Algorithms
October 2020 Updates to Paid Media Platforms
In this monthly post, we bring you the latest from all of the major platforms. Google Ads What: Attribution updates on Google including Youtube and Data-Driven Measurement Details: Youtube has been added to Google Ads attribution reporting. Additionally, their data-driven attribution model is now available to more advertisers. Impact: Youtube’s addition to Google … [Read more...] about October 2020 Updates to Paid Media Platforms
September 2020 Updates to Paid Media Platforms
In this monthly post, we bring you the latest from all of the major platforms. Google Ads What: Google limits Search Terms transparency due to privacy concerns Details: In early September, Google began withholding information on low impression search query results. Moving forward, that data will “only include terms that were searched by a significant number of users”. … [Read more...] about September 2020 Updates to Paid Media Platforms
How To Transfer Google Campaigns to Microsoft Ads
Google Ads and Microsoft Advertising have always been near mirror images of each other when it comes to search engine marketing. Generally, Google is the innovator and Microsoft follows along with similar updates a few months later. Even though there are some differences between the two, many advertisers set up their ad accounts in similar manners. Considering this fact, … [Read more...] about How To Transfer Google Campaigns to Microsoft Ads
August 2020 Updates to Paid Media Platforms
In this monthly post, we bring you the latest from all of the major platforms. Google Ads What: Google expands lead forms to Youtube and Discovery Campaigns Details: Lead form extensions (which are currently active in search) now extend to Youtube and Discovery campaigns. Impact: Google has become increasingly B2B friendly over the past couple of years. The success … [Read more...] about August 2020 Updates to Paid Media Platforms
