Paid Search Marketing

linked-in-audiences-microsoft-ads-company
April 9th, 2021

As we leave a year like no other behind us and transition into 2021, the goal for paid search advertisers remains the same: to reach the right audience at the right time and turn that click into a lead or sale. One of the best ways to do that is to start integrating the unique LinkedIn targeting audiences that Microsoft Advertising offers.

These advanced ways to collect data and target...

google ads account audit post pandemic
March 15th, 2021

I'll spare you the stale jokes about “unprecedented” times, but as we enter a year since the COVID-19 craziness started, we are still in a position where we're not always sure what to do next. For most of us, things came to a halt in more ways than one—with our personal lives, maybe our career growth, and definitely our small businesses. This may have included marketing and advertising as...

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 to focus on customers in 2021 resilience
January 6th, 2021

We all know that 2020 has been an absolutely ridiculous year. So many things have gone off the rails and I, for one, could not be happier that it’s coming to an end. With a new year comes new opportunities and new potential, even if we might be feeling the effects of 2020 for a while.

When it comes to online advertising, a new year is simply a line in the sand. Odds are, you’ve been...

2020-year in review for PPC
December 28th, 2020

2020 was one hell of a year for obvious reasons. But even outside of an ongoing pandemic and all the other things, 2020 was also a big year for changes happening in PPC. To close out the year, I wanted to take some time to revisit the changes we saw in the PPC industry and give you some resources if you didn’t keep up with them.

I'm going to cover seven of the many newsworthy...

microsoft ads conversion tracking event tracking create conversion goal
October 22nd, 2020

Conversion tracking could not be a bigger deal when it comes to seeing success with PPC campaigns. If you’re not tracking your conversions, how in the world are you going to know what’s working, or what’s not working, or where to put your budget? It’s mind-boggling to me that some folks aren’t using it.

That said, I also sympathize with marketers that have to set up conversion tracking...

international advertising campaigns around the world
October 6th, 2020

Is it color or colour? What is the equivalent of a $20-a-day budget in rands? Is Germany six hours ahead of the United States or five?

I have been consulting and helping businesses with their paid search marketing in the United Kingdom, South Africa, Germany, China, and many other countries for the past three years, and these are some of the everyday questions I get. Along with working...

how to use responsive search ads to maximize ROI how responsive search ads work
September 22nd, 2020

Anyone who’s worked in search marketing has had a moment when they feel like they’ve really nailed the perfect ad for their product or service. Witty headline? Check! Compelling call to action? Check! Keyword/ad text pairing on point? Check! As the data sets in, we’re of course sometimes right and sometimes wrong, but we still feel that sense of pride in the fact that text...

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.

...
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...