Competitor Insights data is very valuable to a PPC advertiser, but it isn’t always the easiest to collect and manipulate. This blog will give you a quick way to access this data for easy takeaways. Current Methods for Analysis Google Ads Interface This is the most straightforward method – just pop into the interface, select the campaigns you want, then navigate to Auction … [Read more...] about Using Google Data Studio for Auction Insights Reporting
Search Results for: impression share
How Google Determines Which Ads To Serve
Before I had ever heard of Pay-Per-Click or Paid Search, I was completely unaware of how it was determined which ads or search results would appear on a page. Now, over four years later, I have a solid understanding of how search results are populated, ads are shown, how display ads follow me around, and so much more. It’s the wonderful world of Digital Marketing led by Google, … [Read more...] about How Google Determines Which Ads To Serve
How Much Should I Spend: Aligning PPC Budgets to Goals
“How much money should we spend on PPC this year?” “How many sales can we get with X amount of budget?” “We are looking at expanding into ____ platform, how much budget should we allocate?” In the five years I’ve worked at Hanapin, these types of questions from clients are becoming more and more common. Budget recommendations and planning are not so straightforward as they … [Read more...] about How Much Should I Spend: Aligning PPC Budgets to Goals
Become A PPC Sleuth – Fun Ways To Gain Competitor Insights
During a recent dive into an auction insights report for one of my clients, I noticed that one of our top paid search competitors was declining in impression share. Our Search dominance was prevailing and I proudly looked down on the competitor <10% stat. I was excited to share the news with my client, but then I got to wondering what the heck the competitor in question was … [Read more...] about Become A PPC Sleuth – Fun Ways To Gain Competitor Insights
UAC Optimizations in 5 Steps
If you are like most marketers, automation can make you nervous. Universal App Campaigns are one of the simplest campaigns to set up in Google Ads. Simple is a word you like to hear, but how do you know Google will target the right users? How do you maximize performance and ensure you are getting quality conversions? 1) Form a Strategy Forming a strategy is a given for any … [Read more...] about UAC Optimizations in 5 Steps
Google Quality Score – Should You Optimize for This Metric?
Quality Score Has been a part of Google Ads since 2005 and over the last few years, Google has released more information about what elements of your account is used to calculate your score from 1-10, with 10 being the best score. While it is important to know what your Quality Score is, it is more crucial to know if optimizing your account to improve quality score will benefit … [Read more...] about Google Quality Score – Should You Optimize for This Metric?
What it Means to Provide Value as a Digital Marketer
Value. It’s a concept that we all understand in theory, and we have all certainly faced this question in our professional lives: “What value do you bring?”. It can be a tricky question to answer, and to even begin to answer it we first must have an understand of this word “value”. This is the cliché part where I include a Merriam-Webster definition of “value” Source It’s a … [Read more...] about What it Means to Provide Value as a Digital Marketer
Why You Need To Be Layering & Testing Search Audiences
It seems like much of the news coming out of Google Ads and Bing is the continued push towards audiences whether they be custom made or created by the platforms themselves. From in-market audiences for search, custom intent audiences, and I’m sure more in the future, we’re being presented some great targeting options and you really need to be testing these out across your own … [Read more...] about Why You Need To Be Layering & Testing Search Audiences
The Missing Ingredient to Your PPC Strategy: Non-Branded Campaigns
You may have a client, or you may be a client, asking the question, should we spend more on branded or non-branded terms? Like anything in PPC, it depends on the industry, the type of product/service, what your competitors are doing, how your PPC account is currently set up, etc. Having worked with a variety of clients, I have seen a wide range of strategies. Two opposing … [Read more...] about The Missing Ingredient to Your PPC Strategy: Non-Branded Campaigns
Automated Bidding Strategies By The Numbers
When you think about automated bidding, or any machine-learning algorithm, it’s useful to envision a physical machine with lots of gears and belts in need of plenty of oil to stay running smoothly. Not to mention, useful human stewards to keep it all functioning. Even though the machines we’re working with in the digital marketing sphere are less tangible, there’s a lot we can … [Read more...] about Automated Bidding Strategies By The Numbers
Spend Smarter: Identifying Account Opportunities
Budgeting can be a tricky thing. Oftentimes we run into one of the following situations: Performance has been steady, but we’re limited in what we can spend. Wow we want to grow the account. The client comes to us asking if we could spend more, if so, how much more? What will the outcome be? The client comes to us saying that they have additional $X to spend, but their … [Read more...] about Spend Smarter: Identifying Account Opportunities
Up and Running with AdWords Add-on for Google Sheets
We can all agree that having data is good. Having data stuck behind an interface is not good. Data in the interface isn’t easy to manipulate. This makes more difficult to analyze and incorporate your data into a tool or template. Thankfully a new add-in has come along to save the day and directly export data from AdWords into Google Sheets. Of course you could have pulled this … [Read more...] about Up and Running with AdWords Add-on for Google Sheets
