Paid Search Marketing

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...

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.

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...