9 Mistakes that Sabotage Your Ads (And How to Fix Them)

On June 9, 2016
4

People tend to believe that their competition is their greatest threat, especially in zero-sum, auction-based online ad platforms where the price is generally driven up by the amount of competition you face.

But that’s not entirely true.

After all, the competition isn’t responsible for your high cost-per-lead. Your ineffective headline is. And your overly general, clichéd copy, your uninspiring images, and your misuse of calls to action.

ppc ad sabotage

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The 8 Best (& Free!) AdWords Tutorials for Beginners Right Now

On June 2, 2016
6

Starting to advertise online is intimidating. Especially when it feels like gambling—there is an auction? I have to bid on keywords? How do I set a budget? What is a campaign? What are extensions?! (You get the point.)

I can empathize. I’m still figuring out what AdWords can offer, which is why I think everyone should have these easy and free AdWords tutorials to help walk through the process.

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5 Brilliant Competitive Advertising Strategies to Outsmart Your Competition

On May 16, 2016
11

It's often said that competition is good for your business. It pushes you to be your best. Think Coca-Cola vs. Pepsi, Visa vs. MasterCard, Xbox vs. PlayStation, or Apple vs. Microsoft.

Of course, part of the fun of rivalry is stealing customers from your rivals. You can do that with the help of advertising!

Today you'll learn five brilliant competitive advertising strategies you can use to get in front of your competitors' customers and (with a little work) turn them into YOUR customers instead.

competitive advertising strategies

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Easy AdWords Bidding Strategies for Newbies & Math Haters

On May 11, 2016
4

easy bidding strategies for newbies and math haters

I’ve always struggled with math. In fact, when choosing where to go to college, the key attribute I was looking for was not the school with the best party scene or the nicest campus. Instead, I hunted for a school that didn’t have a mathematics course requirement.

When I started working in paid search, I was forced to end my strike against all math-related activities. I’d incorrectly assumed that online marketing was all about creative. Man, was I wrong.

Over time, you’ll develop your own, more sophisticated bidding procedures, but I recommend kicking things off with these super-simple, go-to tips.

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Google Maps Now Considered Extension of Google’s Core Search Site

On April 22, 2016
4

Just this week, Google announced their third big change of the year—Google Maps now officially falls under the umbrella of the Search Network, rather than being bundled in with Search Partners. In addition, only ads with location extensions enabled will be eligible to show.

Initially, the rollout will only apply to the Google Maps Android app, but it will be extended to the iOS app and the desktop site later this year.

ads on google maps 

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5 Awesome AdWords Scripts for Beginners

On April 18, 2016
4

Scripts are scary – well, at least they seem scary if you aren’t a programmer or don’t know how to write in Javacript. But don’t let them stop you dead in your tracks.

Even if you’re just beginning to dip your toes into the waters, there are some fantastic free AdWords scripts out there that any account manager can copy/paste, tweak slightly, and start using in their accounts right away, without any coding experience!

Setting Up an AdWords Script

First, how do you set up a script in your AdWords account?

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Google Changes Impact of Ad Formats in Ad Rank

On April 8, 2016
5

For the last decade, ad extensions have been served at Google’s mercy, using a secret, unpublished formula. If an ad had extensions enabled and ranked in one of the top three positions, it was eligible to be shown with a single extension, multiple extensions and sometimes even no extension.

old ad formats on serp 

Pretty dismal situation for Topshop.com, who nailed position 1.

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4 Travel Marketing Trends You Need to Act On

On March 23, 2016
11

title travel marketing

I always assumed that running paid search for a business in the travel sector was a pretty glamourous job. I mean, you’re tasked with selling a product that’s already in pretty high demand. Seems like all you’d need to do is bid on a few keywords related to your business, create some enticing ads and watch the sales flood in…

Boy, was I off base. As it turns out, it is really freaking hard! Travel marketers are faced with a whole slew of challenges.

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Google Adds NEW Interactive Ad Format Targeting Gamers

On March 16, 2016
4

As paid search advertisers, it’s our job to get the right information to the right people and the right time. We spend countless hours crafting super-specific keyword lists, setting negatives and writing clear ad copy to ensure we’re attracting a highly relevant, qualified audience. Yet, bad clicks still sneak their way through and can dramatically impact conversion rates.

When it comes to mobile devices, a few additional challenges come into play. Since there’s minimal ad real estate on the mobile SERP, advertisers have limited space to “explain themselves” to prospects. Google often serves fewer ad extensions alongside these ads and sometimes even ditches the second line of copy to make room for them.

ad with no second description line 

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