Avoiding keyword and targeting overlap is a difficult process even when working within the constraints of a single account. Success hinges on Search Query Analysis, and issues are likely if any of these 4 Red Flags Of Ineffective PPC Account Structure are present. The process becomes much more complicated when working on a series of related brands or company divisions. If not … [Read more...] about How To Avoid Overlap Between Multiple Similar PPC Accounts
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The Latest on LinkedIn Video Ads
In response to the growing popularity of online video ads on Facebook, Twitter, and YouTube, LinkedIn has joined its competitors with the launch of Video Ads on the platform. You may have seen Video Ads on the platform in recent months. LinkedIn has been testing video ads with select advertisers since August 2017, but Q2 is the first time the general advertising public has … [Read more...] about The Latest on LinkedIn Video Ads
How To: DoubleClick Search Formula Columns
Do you ever wish you could take a formula that you use in Excel, and plop it directly into your ad interface? If so, I’ve got some good news for you friend! Today we’ll be talking about formula columns available in DoubleClick Search. To start off we’ll learn what formula columns are and how they work, then we’ll go through a few use cases that will serve as good … [Read more...] about How To: DoubleClick Search Formula Columns
When Target CPA Isn’t Hitting Your Target
Automation is all the rave in the digital marketing world. Marketers can use machine learning for bidding, ad copy, display campaigns, app campaigns, etc. The list goes on. Even if a digital marketer isn’t using a smart bidding strategy or have smart display campaigns, marketers are still benefiting from machine learning as Google still uses all these data points to know if a … [Read more...] about When Target CPA Isn’t Hitting Your Target
Creating a Seamless Pre- to Post-Click Experience
How often are you taking into consideration what you’re offering users throughout their entire experience with your brand? This begins with the ad you’re paying to serve all the way through to the post-click experience. Is this experience seamless? For those of you that missed our webinar at the beginning of the month on Post-Click Tips for Seamless Conversions, I’ll be … [Read more...] about Creating a Seamless Pre- to Post-Click Experience
Amazon Updates AMS Reporting Abilities
If you have ever used Amazon Marketing Services (AMS), Amazon’s PPC platform, I guarantee you remember the absolute hassle of pulling a report for a campaign. Getting account level reports wasn’t even an option. It made managing a difficult task and getting a high-level view of an account nearly impossible. Luckily, the Amazon reporting gods have smiled upon us. We can now … [Read more...] about Amazon Updates AMS Reporting Abilities
GDPR – What is it and How Will it Impact Online Advertising
*This article does not constitute legal advice, nor is this information intended to create or rise to the level of an attorney-client relationship. You should seek professional legal advice where appropriate.* The General Data Protection Regulation (GDPR) is a new EU regulation that will require businesses to harmonize data privacy laws across Europe, to protect and empower … [Read more...] about GDPR – What is it and How Will it Impact Online Advertising
Reframing The Conversation: The Benefits Of Profit-Based PPC Management
As digital marketers, many of us are used to being multilingual when it comes to communicating KPIs to clients. Some clients are interested in efficiency metrics, like ROAS, CPA, or Ad/Cost. Others prefer more growth-oriented metrics, and aim to maximize revenue or leads within a given budget. In the vast majority of cases, though, all these metrics serve as proxies for the … [Read more...] about Reframing The Conversation: The Benefits Of Profit-Based PPC Management
Google Tag Manager Basics for Beginners
Why Account Managers Need to Know GTM Basics As an account manager, I believe in being able to handle most things myself, within reason. While having Google Tag Manager knowledge is not a requirement of my job it feels very necessary, plus it’s fun. I have had clients that fall into different parts of the spectrum, but a few reasons you may want to get the basics down: … [Read more...] about Google Tag Manager Basics for Beginners
How I Increased Non-Brand PPC Profits by 650%
The ultimate goal of most companies is to grow. How do we grow our brands? We increase the profitability of the company and strategically reinvest those profits into the company. That means our #1 question as digital marketers should be, "How do I increase the profitability of our PPC campaigns?" We often forget to step back and ask that question directly. However, we spend … [Read more...] about How I Increased Non-Brand PPC Profits by 650%
Hit The Facebook Ad On The Head Every Time
Facebook Ad Targeting is awesome. It is also complex. There is so much you can test and can see in Facebook. You can target based on interests, page likes, behaviors, characteristics, similarities, etc. The list seems endless. As you begin figuring out your Facebook strategy, here are a few tips and pointers to keep in mind about targeting. Make it Simple To start, figure … [Read more...] about Hit The Facebook Ad On The Head Every Time
Why My PPC Clients Use Call Tracking
In PPC it is important to know how many leads you have and where they come from. This is simple enough to do in AdWords if you are only using Google as your paid channel or Google Analytics if you have more than one marketing channel. Another question my clients ask about their leads is “How good is that lead?” Because of this, my clients use call tracking and as a marketer, I … [Read more...] about Why My PPC Clients Use Call Tracking
