Paid Search Marketing

how to use branding to improve advertising
September 13th, 2020

In the world of paid digital marketing there are various components that determine whether your efforts are successful or not. But within the technical complexities of account structure, campaign optimization, conversion tracking, and audience targeting (amongst many others) lies an important detail that many advertisers—regardless of expertise—often neglect. That detail is branding....

website demographics linkedin website demographics section
September 2nd, 2020

Any time you can get more insights about your target audience on an ad platform, it’s a good thing. There’s never such a thing as too much info. And from what I can tell, one of the best insights tools out there is widely underutilized. LinkedIn Website Demographics. This feature within the LinkedIn Campaign Manager allows you to view your ad traffic segmented by profile targeting...

google ads optimizations Search impr. share
August 21st, 2020

Let’s get straight to the facts. As both marketing and COVID-19 trends collide, PPC is becoming more important than ever in most companies' marketing strategies, while at the same time most marketing budgets are being reduced to lower than ever—at least for now. What this means is, it’s time to rethink how you manage your Google Ads during this “new normal” period.

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Google ads grants bidding
July 27th, 2020

It's no secret that accounts using Google Ad Grants for Nonprofits have their limitations. And while it may be easy to complain about the lack of features for a Google Ad Grants account, you can work with these limitations. There are certain workarounds that we can use to try and squeeze as much juice out of these campaigns as possible.

Today, I want to go over three key workarounds...

audience selection for IF function
July 14th, 2020

Ad testing is just a normal part of living the PPC life. We can already test a variety of copy variations for our headlines and our descriptions. Any way we can make a better connection with our target audience is a win in the ad testing books. If you are running out of ideas on what to test next for your Microsoft Ads campaigns, consider trying IF functions.

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google ads price extensions example biz cards
July 8th, 2020

Google Ads price extensions are one of the manually created extensions within the platform. If your ad rank is high enough, these extensions can apply to your text ads on both mobile and desktop devices. Now, the name is pretty self-explanatory. It is a price extension, so we can showcase our price for specific products or services to any user who may see the extension within your ads. One of...

traffic graph
March 20th, 2020

Usually, no one enjoys going to the DMV to renew their driver’s license, waiting at City Hall to apply for a permit, or heading to the airport to apply for TSA Precheck. And as the general public embraces technology faster than the government, it’s no surprise that more people have been turning to Google and online services to help take this errand off their plate.

Many companies are...

Google Ads Industry Benchmarks Webinar
March 9th, 2020

In the world of online advertising, it’s so easy to get lost in all of the numbers! How can you determine if you are successful? Are you performing better, worse, or on par with others in your industry? Knowing key PPC metrics with industry benchmarks can help you figure out where you stand against the industry average. But benchmarking has several benefits other than just seeing what the...

out of home advertising goodyear
February 26th, 2020

Out-of-home advertising, or OOH, can seem intimidating. And expensive. And confusing. Because how in the world do you figure out how to reserve a park bench or bus stop to advertise your business? And how much does it cost? What do you even design to place there? And, more importantly, does OOH even work?

Whew, let’s take a breath.

OOH may seem old school, but that doesn’t mean...

differences-between-google-microsoft-ads-search-ad-distribution
February 3rd, 2020

It does not take much effort for an advertiser to import their campaigns from Google Ads straight into Microsoft Ads. But the most common mistake I tend to see is optimizing Microsoft Ads in the exact same way as with their Google Ads account. There are several differences between the two advertising platforms that advertisers need to remember to better optimize their campaigns.

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PPC Campaigns for Rehab Facilities Webinar Signup
January 28th, 2020

Managing your PPC marketing can feel like a daunting task when your industry is as heavily restricted as drug and alcohol rehabilitation and addiction treatment services in Google, Facebook, and other advertising platforms. If you’re not routinely optimizing and keeping up to date on industry trends and best practices, it’s easy to fall behind the competition. Or, even worse, stop advertising...

Facebook campaign optimization
January 21st, 2020

Whether you set the marketing budget for your own business or your clients tell you what they’re working with, the beginning of the year with a renewed budget—which means new goals, some attainable and some that may be a stretch.

Last year, advertisers ranked increasing ROI/ROAS as the primary goal in our ...

projection sheets by channel (Google, Facebook, Bing)
January 14th, 2020

PPC budgeting might not be the sexiest topic, but being a good steward of your budget can have major impacts on your PPC performance. Budget considerations usually go by the wayside when there are lots of other new, trendy topics to focus on, like a new ad format, targeting type, or new channel. But staying on top of your budget can be more impactful—and more profitable—than trying out any of...