As many of you know, B2B companies have longer customer cycles. They can range from a month to six months to a year. It is important when crafting your digital B2B strategy that you are focused on that long term return rather than the short term return, which means that you might have to adjust expectations and goal KPIs in the interim. In my experience, taking the time to lay … [Read more...] about B2B Paid Strategy: In It for the Long Run
Search Results for: PPC
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
A Quick Look at Walmart Media and Spiceworks
Our general group chat is often teeming with questions like “who’s using Walmart Media?”, “DM me if you’ve been running on Spiceworks”, “does Safari have a UI?” This has been making me curious so I went nosing around for those sweet, sweet, deets. Below are some of my impressions and takeaways for these platforms: Safari We all know how I feel about Apple Search Ads, but … [Read more...] about A Quick Look at Walmart Media and Spiceworks
How To View Google Ads Data In Google Analytics
Connecting Google Ads and Google Analytics accounts offer several benefits to digital marketers. Analytics is a truly powerful and robust platform that will allow you to gain additional insight into what your customers do on your website post-click. Google Ads is a pay-per-click model, and understanding the full picture of how your customers interact with your website is … [Read more...] about How To View Google Ads Data In Google Analytics
Google Ads B2B Full-Funnel Strategy Outline
For any platform, having a full-funnel marketing strategy is ideal. Not only does it help you get a better idea of how you are reaching users and on what level, it also gives you an idea of how long your general sales cycle is. In this blog, I am going to cover what a full-funnel strategy looks like for Google Ads, from the content you will need at each level to the types of … [Read more...] about Google Ads B2B Full-Funnel Strategy Outline
How to Address Low Search Volume Keywords in Google Ads
You’ve done it! You built your first Google Search campaign after many hours of planning, projecting, and strategizing. The ads and keywords are all uploaded and visible in the interface, and you are performing your final QA. But then it hits… you open the campaign only to find out that Google has flagged many of your keywords as ‘low search volume’ and won’t trigger ads for … [Read more...] about How to Address Low Search Volume Keywords in Google Ads
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
Paving Our Way Towards Automated Bidding
Google has made it clear that automation is in our future and that it is better to learn how to utilize these tools now and learn how to use them in our accounts. I am going to describe how one of our accounts had tried automation several times before, but we never saw long-lasting results. Our team decided to brainstorm that we were moving towards a world where manual bidding … [Read more...] about Paving Our Way Towards Automated Bidding
Marketing On Amazon [Report] – My Top Takeaways
Innovell has recently released Marketing On Amazon, a 67-page report based on months of interviews and in-depth surveys. I've read the entire report and want to share my top takeaways with you. I've segmented my takeaways by roles: marketing technicians and marketing strategists. Before diving in, I'd like to mention that the first 100 marketers to get this report via … [Read more...] about Marketing On Amazon [Report] – My Top Takeaways
Search Terms Report: Why and What to Look For
What the Search Terms Report Is and How It Works The search terms report is a list of search terms that people have used and resulted in your ad being shown, according to Google. “Use the search terms report to see how your ads performed when triggered by actual searches within the Search Network. The search terms report is a list of search terms that people have used, and … [Read more...] about Search Terms Report: Why and What to Look For
Why An Omnichannel Strategy Is The Key To Facebook Ads Success
“I see it. I like it. I want it. I got it”. These lyrics from Ariana Grande’s 7 Rings may have topped the charts, but the customer journey is beyond outdated. Customers very rarely see something and immediately go to the checkout. The reality is a little more complicated. Customers might see something they like on a billboard. Research it on a … [Read more...] about Why An Omnichannel Strategy Is The Key To Facebook Ads Success
Hero Conf Austin 2020: Don’t Be A Stranger!
Before you hit that register button for Hero Conf Austin this year, you probably have thought about the exciting (or terrifying) prospect of mingling with strangers for two days straight. Maybe you’re new to Austin and traveling alone. Maybe you just need someone to start geeking out with about the latest PPC update first, so you can bond over your undeniable passion for the … [Read more...] about Hero Conf Austin 2020: Don’t Be A Stranger!
