PPC specialists have been using custom columns for many years to make it possible to view specific aspects of the Google Ads data. Custom columns can be helpful when you want to merge columns that are important to campaigns, ad groups, and keywords. When used properly it can minimize your time spent on reporting and will show relevant insights at a glance. Custom Columns … [Read more...] about Custom Insights with Custom Columns
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From Beginner to Beginner: How to Best Manage your Marketing Budget
As someone who is soon going to be handed an account to lead for the first time in their digital marketing career, one of the things that must feel the most universally daunting is handling the budget that comes with it. Of course, it’s important to be able to maximize the marketing potential for any account but, how can one use the data provided overtime to figure out where to … [Read more...] about From Beginner to Beginner: How to Best Manage your Marketing Budget
8 Key PPC Marketing Metrics to track in 2021
One of the primary benefits of PPC campaigns is the massive amount of data they provide. This is your key to a better understanding of your campaign, target audience, customer satisfaction, success and failures, and more to hone your next approach! With so much information at your disposal, and many different PPC trends to consider, which PPC metrics are the best to use, and … [Read more...] about 8 Key PPC Marketing Metrics to track in 2021
Master Your Bid Strategies In Google Search Ads 360
Many advertisers are moving to Google Search Ads 360 (SA 360) to more effectively automate and manage their paid advertising. SA 360 has a slew of features that either aren’t available in standard Google Ads accounts or are more sophisticated. One of the features that make SA 360 so powerful is its bid strategies. Similar to Google Ads, SA 360 bid strategies automate bids … [Read more...] about Master Your Bid Strategies In Google Search Ads 360
How To Get More Out Of Excel Solver
Excel Solver is a fantastic tool, but most examples only cover simple marketing use cases. In this post, we’ll cover the next steps for enhancing your models and how to further automate the process for multiple runs. The post focuses on the more technical aspects of Excel but will remain fully accessible. We’ll skip some of the finer details to better establish why and how to … [Read more...] about How To Get More Out Of Excel Solver
PPC Task Checklist For Account Success
Whether you’re a PPC master or a relative newbie, the benefits of a checklist cannot be overstated. Entire books have been devoted to the power of the checklist, and while checklist adoption may have more impact for professions like surgeons and pilots where there are actual lives on the line, digital marketers can also benefit greatly from their adoption. This remains true … [Read more...] about PPC Task Checklist For Account Success
January 2021 Updates to Paid Media Platforms
In this monthly post, we bring you the latest from all of the major platforms. Google Ads What: Preparing for Apple's iOS 14 policy updates Details: As summarized by Google, “Apple’s upcoming App Tracking Transparency (ATT) policy will require developers to ask for permission when they use certain information from other companies’ apps and websites for … [Read more...] about January 2021 Updates to Paid Media Platforms
Why You Need To Be Using Google Ads Bid Automation
Bid automation is one of the top debated topics in the digital marketing industry. It’s not a matter of why you should be using automation, but how you are using it to achieve your goals and amplify growth efforts. Over the last few years, Google has recommended that advertisers move to automated bidding strategies to “take the heavy lifting and guesswork out of setting bids to … [Read more...] about Why You Need To Be Using Google Ads Bid Automation
Tools to Analyze Your PPC Competition
It seemed like our PPC Hero audience really enjoys competitor research so I thought maybe a little more creeping was in order. I’m going to focus, however, on the various tools on the market that you can use to see estimated metric performance, keyword and ad copy information on those competitors. It'll take your competitive ppc analysis to the next level! Why is competitor … [Read more...] about Tools to Analyze Your PPC Competition
How To Calculate Effective Click-Thru Rate
When evaluating click-through rate (CTR) for keywords in Google Ads, we tend to forget that what we are looking at is not really giving us the full picture of what is actually happening. When someone searches on Google, their click can go to a paid listing, but also to an organic listing. Thus, evaluating the effectiveness of your ads or presence using Google Ads' CTR could be … [Read more...] about How To Calculate Effective Click-Thru Rate
What Marketers Need to Understand About Automated Bid Algorithms
In conversations with clients, I find myself using a phrase like, “We can do that, but we need to make sure we grease the wheels of the machine first.” What my Industrial-age jargon actually means is, we need to make sure that we’re not forcing the algorithms to have to relearn in a way that will be detrimental to our performance. I’m going to spare you arguments as to why you … [Read more...] about What Marketers Need to Understand About Automated Bid Algorithms
The Complete Guide To PPC Naming Conventions
Naming Conventions is by far my biggest pet peeve as a digital marketer. There is nothing worse than working with an existing structure that is confusing, disorganized, and underperforming because of it. Naming conventions is an important topic, especially in big accounts or if you are running cross-channel campaigns because it lays the foundation of how your reports and … [Read more...] about The Complete Guide To PPC Naming Conventions
