The number of insight-driven tools Google and Bing have given us over the years has grown. As someone who loves to assess risks ad nauseam, bid simulator metrics have been a real treat for me. But I have found that the standard options they offer don’t always jive with how I like to plan. When looking at keywords that are living below the first page, I want to understand the … [Read more...] about First Page Search Bids: Should You Go All In?
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Juggling B2B & B2C: C Where You Need to B
Many companies have B2C and B2B offerings; in some cases their digital marketing efforts will coincide and in other cases they won’t. Often times B2C and B2B efforts could collide. I have a client that is a company with both B2B and B2C divisions, with two separate ad accounts. Budgets, conversions, goals, and KPIs are vastly different for each. The difficulty lies in the … [Read more...] about Juggling B2B & B2C: C Where You Need to B
Announcement! The 2019 PPC Hero Summit is March 6th
The 2019 PPC Hero Summit is a half-day free seminar for digital marketers that features 8 sessions with the writers and digital experts behind PPC Hero, in partnership with Optmyzr, Mobile Monkey, Adstage, and Unbounce. If paid advertising is a part of your job, then this is an event for you! The Summit features popular marketing speakers including Jeff Allen, Larry Kim, … [Read more...] about Announcement! The 2019 PPC Hero Summit is March 6th
The Newest Amazon Sponsored Products Features of 2019
Amazon is continuing to improve their platform as they take more and more of the digital advertising market share. Coming in hot in January, Amazon has released a number of new Sponsored Products features across all Amazon advertising accounts. These new features, which include bidding strategies, placement multipliers, and new targeting options, introduce an additional layer … [Read more...] about The Newest Amazon Sponsored Products Features of 2019
Exploring RollWorks for ABM and B2B Marketing
A primary challenge of ABM and B2B marketing is often not the number of leads, but more so the quality of these prospects. Generation of leads often begins with search where a self-qualified audience provides a predictable and valuable return. For many industry niches, top terms are limited in available impressions which means efforts and budget must be effectively distributed … [Read more...] about Exploring RollWorks for ABM and B2B Marketing
Next-Level Audience Targeting for your 2019 Marketing Plan
It's the frosty time of year when hot takes start flying. What new goodies will 2019 will bring for marketers? On this end, I am resolved to ditch high cost leads on Search (to the best of my ability) and discontinue spending budgets on "good enough" social ad audiences. Personally, I have already declared 2019 the year Account Based Marketing (ABM) by way of crafting several … [Read more...] about Next-Level Audience Targeting for your 2019 Marketing Plan
Could Another Digital Agency Easily Steal Your Clients?
One of the guiding principles I utilize for Account Management is taking a beat to consider: If a competitor digital agency took a look at my accounts, what would they say to my client to try and win the business? Albeit a bit paranoid in nature, it’s a useful lens to view your work as objectively as possible. Having run through this exercise countless times, here are a … [Read more...] about Could Another Digital Agency Easily Steal Your Clients?
Understanding B2B Lead Flow For PPC
As PPC marketers, it is easy to think that lead gen and B2B are the same. B2B vs B2C can seem similar, especially in the lead gen arena, but typically there are still some key differences to buying a consumer service vs a business product or service. Some simple examples are: Consumers typically don’t get offered product or industry related content Leads are typically lower … [Read more...] about Understanding B2B Lead Flow For PPC
How to Best Use Facebook’s Campaign Budget Optimization Feature
Facebook has continued to release the campaign budget optimization option to advertiser accounts. If you cannot find this setting during the campaign set up process, you’ll likely have to wait a bit longer for the feature to be available in your account. Campaign budget optimization is another automated tool in Facebook that allows advertisers to set a goal result and budget at … [Read more...] about How to Best Use Facebook’s Campaign Budget Optimization Feature
5 Ways To Help Your New Digital Marketing Manager Be Successful
The benefit of hiring a marketing manager can potentially be offset by the training required for the position. Your manager is not only learning the ins and outs of their new employer, but also the nuances of the digital marketing objectives. To ensure that the marketing manager is thoroughly prepared to carry out the desired responsibilities, here is a checklist of … [Read more...] about 5 Ways To Help Your New Digital Marketing Manager Be Successful
Most Common Mistakes of Automated Bidding
In the past year, I have seen a huge shift in the bidding approach utilized by those around me. Traditionally, most of my fellow co-workers swore by manual bidding methods. I'm not talking about one-off "gut feeling" changes, but complex bid matrixes factoring in seasonality, recent performance, and projected trends. Despite the success of these methods, the frequency in which … [Read more...] about Most Common Mistakes of Automated Bidding
Set Up Creative Testing in Apple Search Ads
Apple Ads is a great platform to target new users efficiently, however, their targeting is less than preferable to advertisers who rely on detailed custom targeting. With the upcoming Holiday season, where inevitably new phones will be purchased as gifts, it’s more important than ever to ensure you’re taking advantage of creative testing in Apple Search Ads. You’re probably … [Read more...] about Set Up Creative Testing in Apple Search Ads
