In recent years, account and client complexity have increased. As we sign big companies that advertise in multiple accounts for multiple brands, it’s important to keep a pulse on how these accounts are interacting with each other. The Situation Let’s pretend we have a Company X, which owns brands 1,2, and 3. Each of these brands advertises in their own accounts, on similar … [Read more...] about Analyzing the Impact of Multi-Brand Shared Keywords
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Google Remarketing Strategies That’ll Work Every Single Time
So, let’s say you set up killer search campaigns on Google Ads. You’re bringing in the most qualified traffic, your click-through-rate (CTR) is through the roof, your conversion rate is 30%, your boss is happy, and you are feeling pretty good. Sure, the other 70% of your visitors left without converting. However, according to Invesp CRO, the average conversion rate in the … [Read more...] about Google Remarketing Strategies That’ll Work Every Single Time
Why You Need A Process For Integrated Marketing
What is Integrated Marketing? Besides being a buzzword, like "synergy", "freemium", or "snackable". Integrated marketing is basically sending the same message via all of your marketing communications. It's about consistently portraying your brand's truth. All the time. In every communication. Integrated Marketing isn't a new concept, but it's discussed more and more due to … [Read more...] about Why You Need A Process For Integrated Marketing
Heroes Don’t Work Alone: Why Agencies and In-House Teams Need Each Other
Hi. I’m Lauren. I work at a world-class PPC agency. Nice to meet you. You say you do PPC for your company? Amazing! So what brings you to PPC Hero? Are you drawn to the incredible insights you get from Mary Hartman’s blogs (have you seen her latest?) Or you can’t get enough of Briana’s tips and tricks to make your life easier? Seriously, we pack some good stuff in here. As you … [Read more...] about Heroes Don’t Work Alone: Why Agencies and In-House Teams Need Each Other
Upgrade Your Data, Upgrade Your Analysis
It’s easy to hit a rut in your analysis. Problems become stale, questions feel like they will never be resolved, and there isn’t anything left to find in the data. This is where adding extra data sources or facets can help. More often than not, this will come down to your unique situation and needs. This means there is no perfect system for getting this right. Some of these … [Read more...] about Upgrade Your Data, Upgrade Your Analysis
3 Essential Excel Practices for Formatting
Sometimes I need to do a really simple task about 1,000 times. Although I’d love to say I have the bandwidth to pour over my accounts line-by-line, I simply don’t. Fortunately, I’ve crowdsourced some useful functions that help me maintain sanity and get things done quickly. I’ll share these processes with you and expand on where they’ve served me best. If/Then for Logical … [Read more...] about 3 Essential Excel Practices for Formatting
Turn B2B Lead Scoring into Actionable Data + More Fresh Ideas
News flash: a lead is not a lead. That’s right. In the B2B marketing space, it’s not about just having a ton of leads in your funnel – it’s about having qualified leads. Have you found yourself trying just about everything to gain more qualified leads? We’re here to give you some fresh ideas to radically improve your ads and overall strategy. In this webinar, … [Read more...] about Turn B2B Lead Scoring into Actionable Data + More Fresh Ideas
Display Topic Targeting: 3 Reasons Why You Should Do It
Between social media and some of the new tools Google has been rolling out, we’ve been able to get greater insight into who our customers are rather than simply what they’re searching for. Topics are something that often seem to escape the hype of things like in-market audiences, custom audiences, and whatever the next big thing Google rolls out. While they do have their … [Read more...] about Display Topic Targeting: 3 Reasons Why You Should Do It
Amazon New-to-Brand Metrics & What They Can Do For You
Amazon has launched new metrics for brands advertising on the platform to better understand their audiences and who is buying on the platform. There are four new metrics that offer new-to-brand insights for advertisers. The metrics give an idea of what percent of purchasers and orders are new to brand versus returning customers coming from your ads. This level of insight is … [Read more...] about Amazon New-to-Brand Metrics & What They Can Do For You
SaaSy Chatbots: How To Talk Back To Your B2B Customers
In May of last year, one of my B2B SaaS clients kicked their landing page forms to the curb and implemented chat-bot only conversions. At the time, there seemed to be a dearth of information about chatbot marketing. This ended up being a boon as I was able to get creative with tactics to lure prospects in and get them to hand over their precious data. Being on the vanguard of a … [Read more...] about SaaSy Chatbots: How To Talk Back To Your B2B Customers
How to Use RSAs with Limited Data
RSAs, or Responsive Search Ads, are the newest ad type by Google (still in beta) to help improve relevancy and ad performance. There is hesitancy for implementation due to some lack of reporting and ability to understand what variation and how they improve performance. So, today, I’d like to share some specific ways to start testing RSAs when there is limited visibility into … [Read more...] about How to Use RSAs with Limited Data
Opinions On SKAG Implementation Have Changed
Should you still be implementing SKAGs in your PPC account? According to Hanapin's Emma Franks, this answer is no. To find out the reasons behind this check out her post on Unbounce, Why SKAGs Are No Longer a PPC Best Practice (and How to Respond). … [Read more...] about Opinions On SKAG Implementation Have Changed
