google ads custom audience creation using competitor URLs
September 20th, 2021

Using keywords to target other brand names, products, or services is one of the easiest ways to go after competitors in Google Ads. But targeting competitor keywords can get expensive. The good news is, there are more options we have than just the Search Network.

While Search will always have the deepest intent, there are some pretty specific targeting options we can use for other...

cost analysis tab showing cost data in google analytics
August 11th, 2021

Several times, I have had clients ask how they can see cost information for non-Google channels in Google Analytics. They do not want to go into each paid media channel to review the data. And even if I create a Google Data Studio dashboard compiling all of the data, certain clients are just used to Google Analytics. So what do I do?

I import the cost data into Google Analytics via...

facebook ads aggregated event setup
July 20th, 2021

Thanks to Apple’s iOS 14 updates, Facebook advertisers who use events for conversion optimization now have to use the new Aggregated Event Measurement. And the kicker is that you’re now limited to only eight events per domain.

Going from unlimited to only eight events really shakes things up, because conversion events can be used for more than just bottom-funnel campaigns. I work in...

key moments report in youtube studio channel analytics
May 20th, 2021

Google Ads already has dedicated columns you can use to review the performance of your video campaigns. While these built-in columns are always helpful, sometimes you just need more information. This is where YouTube Studio can be extremely helpful. YouTube Studio’s analytics can provide a ton of data on how organic and paid viewers interact with your YouTube videos.

There are so many...

microsoft advertising intelligence
February 24th, 2021

There will come a time in your paid search marketing career where you will hit a wall when trying to find new keyword opportunities. It could be because you are in a niche industry. It could be because you are not seeing as many opportunities due to the lack of search queries in our reports. I will always embrace new ways to find more valuable keywords for my accounts, and this is where...

How display advertising can impact search network performance google analytics audiences
February 22nd, 2021

As someone who has always been on the agency side of things, I am used to the pushback against Display advertising in Google. The number one reason I hear why clients do not want to use them is that they typically do not perform as well as Search. Of course they do not. The user intent between the networks is completely different.

But just because users are not as likely to convert, it...

youtube reporting metrics
December 3rd, 2020

I completely understand how difficult it can be to explain to a client the value of YouTube. It does not help when video campaigns (or YouTube campaigns) are also run through Google Ads. This can set a false expectation that video campaigns can or should perform just like Search campaigns, and in most cases this is not true.

Video campaigns in Google Ads have been my favorite way to...

youtube holiday advertising tips youtube shopping campaigns
October 20th, 2020

With it being more than halfway through October, ideally, you're already well into planning your 2020 holiday advertising strategy—but don't worry if you're not. Delays happen, pandemics hit, and there are always last-minute pushes needed to ensure success. What you should worry about is whether YouTube is part of your 2020 holiday paid media mix.

Given the...