Remarketing in Google Ads consists of static images, animated images, video, responsive ads, and text ads that are placed on the Google Display and Google Search Network. What makes remarketing different from standard Display and Search advertising is the targeting. Remarketing consists of using a special tracking code to place cookies on the browsers of people visiting your … [Read more...] about Google Ads Remarketing Step-By-Step
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Lessons Learned in Automated Bidding for PPC
Hello there; Automated bidding, dear reader, is here to stay whether you’ve been embracing it with arms wide open or neglecting it like the Dursleys neglected Harry P. I started in this industry right around the same time automation was just starting to be rolled out, much less considered as a viable strategy for improved performance! Enhanced Cost Per Click (ECPC) … [Read more...] about Lessons Learned in Automated Bidding for PPC
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
Smart Shopping for the Holidays – A Test & Learn Approach
With the December holidays approaching, it’s more important than ever to have confidence in your eCommerce strategies. It is no secret that online shopping is the new normal, and with fewer people traveling for the holidays, some families are putting more under their trees due to travel restrictions. As marketers, it’s no secret that a strong holiday strategy is vital for Q4 … [Read more...] about Smart Shopping for the Holidays – A Test & Learn Approach
The Ethical Implications Of PPC Advertising & How To Overcome Them
Earlier this year when Amazon, Apple, Facebook and Google attended an antitrust hearing, a ton of transparency concerns that were bubbling came to the surface. It was thought to be just a small part of a larger series of antitrust investigations, but with miscommunication and updates affecting the visibility of search terms, we’ve since questioned whether or not Google is … [Read more...] about The Ethical Implications Of PPC Advertising & How To Overcome Them
Taking a PPC holiday: how to take a break from your ads without disaster
Sometimes the world can be overwhelming – this year, in particular, has taught us all that. We recognise the need to take a step back from work, relax and readjust, and come back feeling refreshed. But if you run PPC campaigns single-handedly, how can you do that without everything you’ve worked hard for crashing down around you? I think you deserve a break, so here are my … [Read more...] about Taking a PPC holiday: how to take a break from your ads without disaster
4 Pillars of Paid Media Growth
Paid media is straightforward. “Growth,” however, is very dependent upon the role you play in paid media, so let’s start by defining who these four pillars are intended for and what I mean by “growth.” My paid media experience is 100% agency-based. Naturally, my experience shapes my viewpoint and definition of growth. From the agency perspective, growth equals managing … [Read more...] about 4 Pillars of Paid Media Growth
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
5 Techniques to Make Any Client Call a Breeze
Managing a paid digital account can be stressful. There is content to create, performance to optimize and the alway evolving idea of “strategy.” But many marketers find that the real challenge surfaces when preparing for a performance call. Otherwise productive energy is wasted on the fear of what’s on the other end of a weekly check-in or monthly recap. As a young PPC … [Read more...] about 5 Techniques to Make Any Client Call a Breeze
Setting Up A LinkedIn Ads Marketing Funnel
Selecting the right audiences is one of the most important steps in planning a successful campaign. In most cases, at the top of the marketing funnel you need to start with broad audiences that probably don’t know your brand, products or services and nurture them through a series of relevant and useful contents to conversion phase. In this post, we will review some targeting … [Read more...] about Setting Up A LinkedIn Ads Marketing Funnel
A Successful LinkedIn Group Targeting Test
LinkedIn has a wealth of targeting options from job titles to company domain uploads. As with most social media channels, having a great audience is paramount to the success of the campaign and reaching your KPI goals. LinkedIn groups are likely more used as a discussion tool for users than targeting but it should be an area you’ll want to explore for your LinkedIn … [Read more...] about A Successful LinkedIn Group Targeting Test
