There will be times when your business or clients will be affected by seasonality or current events. When these situations happen it’s important to take immediate action to limit any negative impact. Below are three quick actions I take whenever large events occur that affect account performance. 1. Reassess your budgets and creative Typically, when current events or … [Read more...] about PPC Things Happen. React Wisely.
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From Last Click To Position-Based: An Attribution Test
An Attribution Test “Whodunit” is more than just a popular detective narrative, it is an important question in PPC as well. Attribution seeks to answer that question. So, choosing the right model for your account is important. In this blog, we’ll cover a quick overview of Google’s attribution, what led us to consider testing a different attribution, what changes you can expect, … [Read more...] about From Last Click To Position-Based: An Attribution Test
Search Terms Report: Why and What to Look For
What the Search Terms Report Is and How It Works The search terms report is a list of search terms that people have used and resulted in your ad being shown, according to Google. “Use the search terms report to see how your ads performed when triggered by actual searches within the Search Network. The search terms report is a list of search terms that people have used, and … [Read more...] about Search Terms Report: Why and What to Look For
Why An Omnichannel Strategy Is The Key To Facebook Ads Success
“I see it. I like it. I want it. I got it”. These lyrics from Ariana Grande’s 7 Rings may have topped the charts, but the customer journey is beyond outdated. Customers very rarely see something and immediately go to the checkout. The reality is a little more complicated. Customers might see something they like on a billboard. Research it on a … [Read more...] about Why An Omnichannel Strategy Is The Key To Facebook Ads Success
PPC & CRO Congruence: Why It Matters
If you are doing both PPC and CRO (and I recommend that you do!) making sure your strategies align with a congruence analysis is an important step of optimization. Take this example, a user clicks on your ad because it mentions a specific product they were searching for, and you take them to the homepage. They will be more likely to bounce from here because they don’t want to … [Read more...] about PPC & CRO Congruence: Why It Matters
How to Turn Instagram Followers into Loyal Customers
Congratulations! You’ve managed to build a following on Instagram, but what’s next? While having X number of followers might seem like the ultimate goal on the photo-sharing app, as a brand, you know that followers mean nothing if your products aren’t selling. Ultimately, achieving sales targets is what’s important to every business owner. Luckily for you ? of … [Read more...] about How to Turn Instagram Followers into Loyal Customers
Video Content to Increase Conversions and Promote Your Brand
Videos offer a direct and effective way to speak to your audience that no other medium can match. If you have a brand or company looking to engage audiences and motivate them into action, then rest assured that video is the most reliable type of content available. However, some videos work better than others depending on your marketing objectives. And, as any skilled video … [Read more...] about Video Content to Increase Conversions and Promote Your Brand
Ten Takeaways from the 2020 PPC Hero Summit
Yesterday, over 4,500 of your digital marketing peers were signed up for the 2020 PPC Hero Summit, including myself! I had dozens of takeaways and want to share just ten that stood out most to me. Accessibility and Personalization are the "sleeper trends" we should be paying attention to as digital marketers. Purna, from Microsoft Ads, said that over 1 billion people … [Read more...] about Ten Takeaways from the 2020 PPC Hero Summit
Google Opti Score – Why I Don’t Love This Shorthand & Why It Matters
I don’t care for the cultural impulse to shorten a word or phrase into a cutesy fraction of its former self. For example, I’ve heard “sosh meeds” as a shorthand for Social Media. I’m sure you’ve heard someone refer to a presentation as a “preso.” Go ahead and eye-roll at that for a second. I know that this gutting of language is performative and tongue-in-cheek, but my cranky, … [Read more...] about Google Opti Score – Why I Don’t Love This Shorthand & Why It Matters
How Learning Python Can Improve Your PPC Campaigns
Python has a major focus in SEO but what about PPC? The two disciplines are often treated as polar opposites but they share common goals and adding a bit of Python to a PPC campaign can do wonders for improving conversions, CTR, and time spent. But before we have a look at how Python can boost your PPC performance, we need to outline what the language is all about. What … [Read more...] about How Learning Python Can Improve Your PPC Campaigns
Getting Started With Facebook Dynamic Product Ads
Dynamic Products Ads on Facebook are a great way to take your eCommerce advertising to the next level. These ads can look just like all other ads on Facebook, whether it be static images or carousel ads. The best part is that you don’t have to create ads for every product; you only have to create a template and your product images and information from your catalog will be … [Read more...] about Getting Started With Facebook Dynamic Product Ads
Win a Ticket to Hero Conf Austin at the 2020 PPC Hero Summit
The 2020 PPC Hero Summit is a half-day, free online event. It’s designed for digital marketers who do more than just PPC in their role. Not only will you get updated on the latest happenings in paid media, but you'll get strategies and tips that you can implement right away in your accounts for better performance. AND WE’RE GIVING AWAY 10 TICKETS TO HERO CONF AUSTIN … [Read more...] about Win a Ticket to Hero Conf Austin at the 2020 PPC Hero Summit
