As a result of COVID-19, many brands have been competing aggressively to drive the most leads possible in Google Search. I was recently approached by a brand team who was getting pressure from upper management to do just that in March. The team had a new responsibility of bringing in ? of their business’ revenue by increasing sales form submissions, which garner leads with high … [Read more...] about Competitor Strategies for Lead Generation – A Case Study
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Reduce Ad Copy Mistakes With Ad Content Calendars
When working with paid search campaigns, we sometimes work in a silo and get sudden demands from content or merchandise teams. These requests are usually centered around changing ad copy to reflect upcoming sales, promotions, or sponsored events. As many of you know, ads written under stress and with short turnaround times are far more likely to have mistakes or be misaligned … [Read more...] about Reduce Ad Copy Mistakes With Ad Content Calendars
Click Share Vs Impression Share – Which One Should You Care About?
The more aggressive your bids are, the more impression share you own, the more conversions you get. Simple, right? Well, not quite… Let’s start by breaking down what the famous share metrics actually mean! Metric Definitions Here is how Google define these terms: Search Impression Share: Impressions you’ve received on the Search Network divided by the estimated number … [Read more...] about Click Share Vs Impression Share – Which One Should You Care About?
May 2020 Updates to Paid Media Platforms
In this monthly post, we bring you the latest from all of the major platforms. Google Ads What: Hotel ads product updates Details: Google is piloting a commissions (per stay) program allowing Hotel ads partners to pay a commission only if a customer follows through with their stay, automatically adjusting bids to maximize booking value. In the next few weeks, expect the rollout … [Read more...] about May 2020 Updates to Paid Media Platforms
How Data Science Can Improve PPC Performance
As machine learning and automation gain more of a stronghold in digital marketing, we need a way to analyse all the data we obtain. Data science does this by turning theories into tangible evidence. One data science term you might come across is big data. It refers to large and complex data sets used to identify trends and patterns that can help businesses make better, more … [Read more...] about How Data Science Can Improve PPC Performance
Discovery Campaigns As A Part Of Your Remarketing Funnel
Do you remember what you were doing one year ago? It was a simpler time - the Toronto Raptors were in the midst of an NBA championship run, activists were gearing up to storm Area 51, and a little diddy called “Old Town Road” was burning up the airwaves. You may also remember May 2019 for Google announcing the availability of “Discovery Campaigns”, which were subsequently … [Read more...] about Discovery Campaigns As A Part Of Your Remarketing Funnel
PPC RSAs: Do They Live Up to The Hype?
Oh, hello! Thanks for stopping by to read this blog of mine. All the cool kids are doing it, right? Now, I’m going to dive into the performance of Responsive Search Ads (RSAs) and see if they live up to the expectations set for them when Google initially rolled this new ad type out back in early 2018. First, if you’re unfamiliar with RSAs I’d recommend checking out this blog … [Read more...] about PPC RSAs: Do They Live Up to The Hype?
April 2020 Updates to Paid Media Platforms
In this monthly post, we bring you the latest from all of the major platforms. Google Ads What: Google Shopping to incorporate free product listings -- rolling out now. Details: The Google Shopping tab will now feature primarily free listings. The main SERP in addition to a select few top and bottom of page results will remain paid. Impact: While a significant number of paid … [Read more...] about April 2020 Updates to Paid Media Platforms
Best APIs for SEOs and PPC Managers
As the use of programming languages continues to increase in digital marketing, APIs are powerful tools for technical insight and growth. Python and Javascript are two of the most popular and there has been a rise in their use in areas such as: SEOPPCContent marketingSocial media I will look at the best APIs that SEOs and PPC professionals can use to improve … [Read more...] about Best APIs for SEOs and PPC Managers
March Updates to Paid Advertising Platforms
In this monthly post, we bring you the latest from all of the major platforms. General What: Reacting to COVID-19 Resources: Prior to getting into platform-specific updates, it's essential to address COVID-19 and its impacts on the industry. The resources below were compiled from a recent Hanapin/Brainlabs email blast, and are an excellent source of industry trends, strategic … [Read more...] about March Updates to Paid Advertising Platforms
From Last Click To Position-Based: An Attribution Test
An Attribution Test “Whodunit” is more than just a popular detective narrative, it is an important question in PPC as well. Attribution seeks to answer that question. So, choosing the right model for your account is important. In this blog, we’ll cover a quick overview of Google’s attribution, what led us to consider testing a different attribution, what changes you can expect, … [Read more...] about From Last Click To Position-Based: An Attribution Test
The Grind! How to Rank Higher on Amazon
Oh, what a grind it can be to filter through reports to identify the winning and losing keywords, then update campaign settings, create targeted manual ads, include negative keywords and even update product listings sometimes. But hey, it works! This is one of the most common optimization strategies on Amazon today and it is also one of the most efficient ones. It involves … [Read more...] about The Grind! How to Rank Higher on Amazon