When it comes to common practices in digital marketing, practitioners should embrace a “trust, but verify” mindset. Specifically, adopt best practices when possible, but don’t assume that they’ll improve performance - every account exists in a different context with a multitude of different intervening variables that can affect the impact of any initiative. One such best … [Read more...] about Deals, Deals, Deals! A Promotion Ad Copy Case Study
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Scroll, Scale, Save: Using SEO Data for Smarter Search Query Analysis
This guest post is brought to you by Kim Jones, PPC Team Lead at Seer Interactive. Coming to Hero Conf 2019? So is our EVP of Digital, Larry Waddell, and he’ll bringing you a way to do smarter Search Query Analyses during his 10-minute lunchtime talk on April 23rd. After his chat, we’ll have a handful of Seer data strategists on site to help you DIY. But in order to … [Read more...] about Scroll, Scale, Save: Using SEO Data for Smarter Search Query Analysis
How To Write Excellent RSAs
When Google released Responsive Search Ads, my first reaction was, “great! I finally have enough characters to write decent copy!”. That reaction was short-lived once I found myself staring at 15 blank headline columns in Excel. How many ways can I say “Buy These Jeans”? I began to begrudge RSAs, thinking them excessive and annoying. I knew this was the way of the future but … [Read more...] about How To Write Excellent RSAs
How to Organize a Successful PPC Audit
Over the years, a lot has changed about PPC. Clients expect us to be more integrated with their overall business strategy and goals, and not just work in a silo. In particular, I have noticed a shift in our audit clients and what sort of presentation resonates the best. Gone are the days when we can just poke through an account’s settings, list high CPL keywords, recommend some … [Read more...] about How to Organize a Successful PPC Audit
Next-Level Audience Targeting for your 2019 Marketing Plan
It's the frosty time of year when hot takes start flying. What new goodies will 2019 will bring for marketers? On this end, I am resolved to ditch high cost leads on Search (to the best of my ability) and discontinue spending budgets on "good enough" social ad audiences. Personally, I have already declared 2019 the year Account Based Marketing (ABM) by way of crafting several … [Read more...] about Next-Level Audience Targeting for your 2019 Marketing Plan
What To Do If Your Black Friday Flopped
While most of America was stuffing their face with Turkey, digital marketers around the world anxiously awaited the ensuing cyber selling free-for-all. Good performance on Black Friday and Cyber Monday can set an account up for record numbers during the holiday season. On the other hand, underwhelming numbers can lead to account uncertainty and a less-than-solid client … [Read more...] about What To Do If Your Black Friday Flopped
How Google Determines Which Ads To Serve
Before I had ever heard of Pay-Per-Click or Paid Search, I was completely unaware of how it was determined which ads or search results would appear on a page. Now, over four years later, I have a solid understanding of how search results are populated, ads are shown, how display ads follow me around, and so much more. It’s the wonderful world of Digital Marketing led by Google, … [Read more...] about How Google Determines Which Ads To Serve
What Happened When We Paused PPC Brand Campaigns
Over the years, many companies have debated whether you should or should not bid on your own brand keywords. Some articles suggest you should not waste your money and others believe it is a no-brainer. In this article, we are going to show you exactly what happened after we paused the Brand campaigns. In a previous article Why Brand Ad Campaigns are Important, I discussed the … [Read more...] about What Happened When We Paused PPC Brand Campaigns
AdWords Interface Updating By End of 2018
As I write this, Sarah McLachlan’s “I Will Remember You” is quietly playing in the background, as Google just announced big “Changes” coming our way. By the end of 2018, the old AdWords interface will be replaced by the new AdWords Experience. This is the end of an era and I say “Bring on the Wonder”. For the few who may not have noticed the ‘Try the Faster AdWords’ button in … [Read more...] about AdWords Interface Updating By End of 2018
How To Use AdWords Geographic Data Reports
AdWords geographic reports provide performance data by location. You can use this data to optimize campaigns by identifying the best or worst performing states, create new bid modifiers for specific cities, or examine the performance of your current targets. All of this information is vital to identifying efficiencies and growth opportunities. In this article we will cover the … [Read more...] about How To Use AdWords Geographic Data Reports
How to Analyze Your Competition & Pivot Your PPC Strategy
ONLY 1 WEEK LEFT UNTIL THE PPC HERO SUMMIT!! If you're just hearing about it, The PPC Hero Summit is a free online event offering top-notch PPC training and valuable discussions on trends and updates. So far, we've talked about what the first few sessions will offer, so today we'll talk about the last 2 sessions that will wrap-up the Summit. A Step Ahead: … [Read more...] about How to Analyze Your Competition & Pivot Your PPC Strategy
New and Improved Bing Ads Audience Targeting Reports
Bing recently announced the launch of Audience Segmentation, a new addition to the Segmentation feature to help advertisers get deeper insights into audiences from Remarketing for search, In-market Audiences, and Custom Audiences. Before we jump in to reporting, let’s walk through a quick recap of those three available audiences. Remarketing for search audience let you … [Read more...] about New and Improved Bing Ads Audience Targeting Reports
