Dear reader, here is a confession: I am too old to be using slang and I am especially too elderly to be trying so hard to incorporate colloquialisms into a post about Expanded Text Ads. But when Google announced earlier this year they would be ditching the right side ads and would be extending the character lengths for headlines and descriptions, I was ready to make my ads … [Read more...] about Are Your Expanded Text Ads Lit?
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Summertime Sadness – How To Adjust For Seasonality In PPC
As we approach the summer months, many businesses are either ramping up or pulling back on PPC and other marketing efforts. It is crucial that as the agency, we fully understand seasonality and the underlying business cycles that drive these decisions. This insight helps us determine strategy and tactics to get the highest impact possible out of paid efforts. Today, we’ll go … [Read more...] about Summertime Sadness – How To Adjust For Seasonality In PPC
The Basics Of Setting Up A Paid Search Campaign
We all have tasks that reside in the Wild West fringes of our calendar, where idealistic intentions cross arms with FOMO. For those that have been asleep for the last couple of years, FOMO is the fear of missing out. When you are a small business owner or just getting started in the world of marketing, that fear of not jumping on the latest trends can result in product … [Read more...] about The Basics Of Setting Up A Paid Search Campaign
Snapchat Geofilters: A Valuable Marketing Tool
Snapchat Geofilters have been around for some time now, however, they have only recently become a part of the marketer’s toolkit. I feel like a kid at a candy store! In this post, I’ll detail what Geofilters are, how to create them, why to use them, and share some tips and the results from our first campaign. What is a Geofilter Geofilters are special graphic overlays that … [Read more...] about Snapchat Geofilters: A Valuable Marketing Tool
A Script For Identifying Ad Groups That Lack Sitelink Impressions
We all know by now that ad extensions in AdWords are an extremely effective way to boost our CTR. They’re easy to set up, don’t cost anything extra, and according to Google, sitelinks can boost the CTR of ads for non-brand searches by 10-20% and for branded search by up to 50%. Unfortunately, AdWords doesn’t make it very easy to determine which ad groups are not taking full … [Read more...] about A Script For Identifying Ad Groups That Lack Sitelink Impressions
Maximizing Trade Show & Expo Sales with PPC
As the hosts of our own PPC conference Hero Conf, we know how much time and planning goes into organizing events. If you or your clients’ businesses are hosting an exposition or trade show, utilizing PPC can help lift your ROI. In this post, I’ll be explaining 4 crucial steps that have lead to success for our clients when building a PPC strategy for promoting ticket sales for … [Read more...] about Maximizing Trade Show & Expo Sales with PPC
10 Simple Predictions For The Ever-Evolving World Of Pay Per Click In 2016
This year has been a dynamic one in the world of paid search as many platforms have released a number of updates and new features. For most retailers, a new and exciting change was the ability to have a Black Friday and a Cyber Monday structured data as an ad extension. On the other hand, Bing has also made an array of changes to their advertising platform in 2015, with the … [Read more...] about 10 Simple Predictions For The Ever-Evolving World Of Pay Per Click In 2016
When Should You Create New Campaigns?
There are many reasons why it makes sense to create new campaigns and other times when it is not a good idea. If your account is budget constrained, you may want to consider additional ad groups instead of campaigns. The one exception is you always want different campaigns for different networks. Search, Display and Remarketing have different performance statistics and spending … [Read more...] about When Should You Create New Campaigns?
How To Create Better Ad Extensions At The Ad Group Level
It's hard to believe that ad extensions have been around since 2009. When the new ad formats were introduced, there were only 4 extensions. Furthermore, these extensions were only available at the campaign level. Since then, both Google and Bing have released, tested, and retired at least 20 extensions over the years. What was once simply an "add-on" feature to your text … [Read more...] about How To Create Better Ad Extensions At The Ad Group Level
How Programmatic Display Can Give Your Clients The Boost They Need
At this point in the ever-changing digital marketing world, most of us have either worked on programmatic display campaigns for our company and/or clients or have at least heard about how programmatic is a strong marketing channel. To understand the power of programmatic, you must first educate yourself on the various targeting options and “data sources” provided by the … [Read more...] about How Programmatic Display Can Give Your Clients The Boost They Need
How Does Match Type Impact Performance?
One of the first lessons you learn in PPC is the different keyword match types. They are the building block of query matching, but we don’t often evaluate them as a group. Some don’t even bother with multiple match types and sway to only using one match type or the other. They may use exact match exclusively and have extremely large keyword lists (because specificity breeds … [Read more...] about How Does Match Type Impact Performance?
Are Multi-Channel Efforts Undermining Your PPC?
We all know the classic saying, “Teamwork makes the dream work” and it couldn’t be truer for marketing. Ensuring that your marketing channels are cooperating to create a cohesive message is one of the cornerstones of effective branding for your business. PPC marketing is fraught with reminders that congruence is key. These reminders vary from Quality Score (a metric that … [Read more...] about Are Multi-Channel Efforts Undermining Your PPC?
