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
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Top 4 PPC Interview Questions
Have you ever finished an interview completely gutted? I have. A few years ago I was interviewing for a position at Hanapin Marketing. I was on my final interview with Jeff Allen, the President of the agency, after a full morning of interviews and meeting the team. We had 30 minutes scheduled together after which I was scheduled to catch a shuttle straight to the airport. So … [Read more...] about Top 4 PPC Interview Questions
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
Could Another Digital Agency Easily Steal Your Clients?
One of the guiding principles I utilize for Account Management is taking a beat to consider: If a competitor digital agency took a look at my accounts, what would they say to my client to try and win the business? Albeit a bit paranoid in nature, it’s a useful lens to view your work as objectively as possible. Having run through this exercise countless times, here are a … [Read more...] about Could Another Digital Agency Easily Steal Your Clients?
The Mentality Needed to be a Successful PPC Account Manager
The Story By the time Cliff Smith had moved to Bloomington to start his new career in PPC, he already had lots of experience in the marketing industry. He started his career by selling radio ads for a local station in Denver, where he first learned how to sell. By no means was this a glamourous job, but he learned a lot about himself in those countless hours cold calling … [Read more...] about The Mentality Needed to be a Successful PPC Account Manager
Where Marketers Are Spending Their Digital Dollars in 2019
The end of the year is coming up fast and I'm guessing you're probably in the middle of figuring out next year's budget. It's definitely one of your favorite things to do this time of year...right? right??? Yeah, we get it! To help ease the stress of next year's planning and give you some guidance on where you could be spending your digital dollars, I'll lay down some of the … [Read more...] about Where Marketers Are Spending Their Digital Dollars in 2019
Using Google Data Studio for Auction Insights Reporting
Competitor Insights data is very valuable to a PPC advertiser, but it isn’t always the easiest to collect and manipulate. This blog will give you a quick way to access this data for easy takeaways. Current Methods for Analysis Google Ads Interface This is the most straightforward method – just pop into the interface, select the campaigns you want, then navigate to Auction … [Read more...] about Using Google Data Studio for Auction Insights Reporting
Most Common Mistakes of Automated Bidding
In the past year, I have seen a huge shift in the bidding approach utilized by those around me. Traditionally, most of my fellow co-workers swore by manual bidding methods. I'm not talking about one-off "gut feeling" changes, but complex bid matrixes factoring in seasonality, recent performance, and projected trends. Despite the success of these methods, the frequency in which … [Read more...] about Most Common Mistakes of Automated Bidding
Coding for Marketers – Where to Start
It feels like someone is always telling you to learn to code. That’s crazy talk but coding can open new opportunities. Code helps users optimize their workflows and makes dealing with data more manageable. I often receive questions about where to start or what someone in my role uses. It’s not always clear where to start with coding if you work in a marketing role. This … [Read more...] about Coding for Marketers – Where to Start
Best Practices for LinkedIn Sponsored InMail Campaigns
On LinkedIn, you can advertise your product or services to more than 560 million active professionals. LinkedIn is a unique social media advertising platform, because the audience intent is very different from other social media websites and apps like Facebook, Instagram, or Snapchat. People on LinkedIn are professionals browsing content relevant to their careers, and … [Read more...] about Best Practices for LinkedIn Sponsored InMail Campaigns
Get To Know Your Customer Better with Detailed Demographics
Facebook has anyways been vaunted for its deep knowledge in what makes you, you. Its ability to parse everything from basic demographic data to one’s interests really set it apart from regular search for a marketer. While we’ve had some basic data available to us on Google Ads, the ability to now layer on detailed demographic lists is a step towards better understanding who the … [Read more...] about Get To Know Your Customer Better with Detailed Demographics
How the Changing Paid Search Landscape Will Impact Marketers
With the rise of AI, voice search, and automation, PPCers everywhere are wondering: how is the paid search landscape changing, and how will it affect me? With the changing times comes the challenge of testing new AI features, discernment about how to utilize new features to optimize your post-click experience, and all while staying compliant with Google’s restrictions. To help … [Read more...] about How the Changing Paid Search Landscape Will Impact Marketers