Running a successful Google Shopping campaign isn’t rocket science, but there’s definitely an art to it. Whenever I get asked to audit an account, the same issues or areas for improvement come up time and time again. So, I’ve put together this article to tackle some of those common problems and help you get the most out of your Google Shopping ad campaigns. The first thing to … [Read more...] about How to Supercharge Your Google Shopping Ads
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The Lowdown on Display Select Keywords
When you think of keyword research or keyword optimizations, your mind automatically thinks about Paid Search. An underutilized way to use keywords is also to include keywords in your Display campaigns. This is called Display Select Keywords and they are an efficient way to expand targeting options on the Google Display Network (GDN) based on search intent and likely hood to … [Read more...] about The Lowdown on Display Select Keywords
Tips for Managing PPC Campaigns for Franchise Companies
While each PPC account has its own challenges and opportunities, sometimes a client’s business structure or industry presents circumstances that require special consideration. One structure that can be particularly challenging is the franchiser with a large number of brick and mortar locations. In this post, we’ll discuss why this structure can be challenging, and strategies … [Read more...] about Tips for Managing PPC Campaigns for Franchise Companies
Analyzing the AdWords Distance Report
The distance report provides a unique view of your geographic data. The report helps users understand how distance from a location impacts search ad performance. This data can be used to adjust targeting strategy, planning new initiatives, and understanding the effective reach of ads. If you are using location extensions but not utilizing this report, you are missing out on a … [Read more...] about Analyzing the AdWords Distance Report
[Re]Evaluating & [Re]Structuring
In an account I work in, we decided to test restructuring their campaigns on three different locations. All of their campaigns are location based so performance vastly different from one to another. We tested two location campaigns that were consistently struggling to meet lead goal against one location campaign that was easily meeting lead goal on a regular basis. What we did … [Read more...] about [Re]Evaluating & [Re]Structuring
LinkedIn Targeting – How to Create Targeted Audiences That Scale
LinkedIn has more than 430 million members... and there are about as many ways to target them on the platform (not really, but there are a lot of targeting options!). It’s easy to fall into the trap of heaping as many targeting layers as you can in order to sculpt that perfect audience of qualified people. But this ends up being an exercise in how to exclude as many people as … [Read more...] about LinkedIn Targeting – How to Create Targeted Audiences That Scale
Boost Social App Campaign CPIs During High Peaks of Seasonality
An important aspect of any type of marketing is understanding when seasonality hits your business and how to capitalize your existing brand awareness during this period. The same holds true when marketing your app. Search is one of the most common networks to advertise apps, but how do you know if you should invest more of your budget towards social app campaigns during these … [Read more...] about Boost Social App Campaign CPIs During High Peaks of Seasonality
What In Tarnation Are LinkedIn Lead Gen Forms?
LinkedIn lead gen forms are a type of sponsored ad that allows a user to submit their contact info without ever leaving LinkedIn. These ads are designed for companies whose main goal is to capture emails and user information. Lead gen forms provide the user an easy way to show interest that takes less time and reduces friction. This is important in the fast-moving world of … [Read more...] about What In Tarnation Are LinkedIn Lead Gen Forms?
Remarketing Gladiators: AdWords vs Analytics Lists Dissected
In PPC, the power of remarketing is undeniable. Being able to interact with those who’ve already experience your site is a huge advantage to those slow-pokes who haven’t figured it out quite yet. But better than gloating about our clear expertise, let’s help those who are still struggling to get it together by breaking down where to start: Your remarketing lists. There are two … [Read more...] about Remarketing Gladiators: AdWords vs Analytics Lists Dissected
Bing Artificial Intelligence Advancements
On December 13, 2017, Harry Shum, executive vice president of AI and Research at Microsoft announced new Intelligent search features in Bing with artificial intelligence (AI) and machine learning. It is slated to deliver more comprehensive and complete information, give people answers quicker, and enable people to interact more conversationally with Bing search. AI has been a … [Read more...] about Bing Artificial Intelligence Advancements
Unleash the Algorithm: How to Make Facebook Lookalike Audiences Work for You
Facebook Lookalike Audiences have become an essential part of jump-starting, re-starting, and expanding any Facebook campaign. In this post, you will learn the why behind lookalike audiences: Why are they needed? Why do I need to use this black box of targeting? You will also learn how they can help your Facebook marketing efforts: How do you select your Custom Audience … [Read more...] about Unleash the Algorithm: How to Make Facebook Lookalike Audiences Work for You
Prepare Yourself for the Future of Audience Based Advertising
Brad will be featured at Hero Conf Austin for his April 16 keynote presentation, "Personalized Marketing in an Audience Centric World". Register to see him live! Imagine you’re sitting in your house or apartment relaxing after a hard day at work. You look around and the place is a mess. You don’t have the energy to clean it; so you do what everyone else does - you pick up your … [Read more...] about Prepare Yourself for the Future of Audience Based Advertising
