In this monthly post, we bring you the latest from all of the major platforms. Google Ads What: Attribution updates on Google including Youtube and Data-Driven Measurement Details: Youtube has been added to Google Ads attribution reporting. Additionally, their data-driven attribution model is now available to more advertisers. Impact: Youtube’s addition to Google … [Read more...] about October 2020 Updates to Paid Media Platforms
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September 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 limits Search Terms transparency due to privacy concerns Details: In early September, Google began withholding information on low impression search query results. Moving forward, that data will “only include terms that were searched by a significant number of users”. … [Read more...] about September 2020 Updates to Paid Media Platforms
Multiple CID Madness: Managing One Client Over Many Accounts
As we approach the 20 year anniversary of the first Shrek film, it might be difficult to remember that the film was quite acclaimed in its time. Now remembered for ushering in a trend of animated films prioritizing crass pop culture references over genuine pathos, Shrek actually competed for the Palm d’Or and won the first-ever Oscar for Best Animated Feature. And while the … [Read more...] about Multiple CID Madness: Managing One Client Over Many Accounts
Eliminating Conflict to Maximize CRO and SEO Efforts
Conversion rate optimization is commonly thought of as a best practice or a tactic utilized for paid traffic. Because I was introduced to CRO through PPC, that’s the lens I typically use when optimizing for conversion rate. Instead, I urge everyone to think about conversion rate optimization as just another marketing strategy used to increase the percentage of people … [Read more...] about Eliminating Conflict to Maximize CRO and SEO Efforts
Why Google Ads and Google Analytics Convs. Don’t Align (And Why You Should Try The Attribution Beta)
Accurate conversion tracking and effective conversion attribution are two of the biggest challenges in paid search. After all, your optimization decisions are only as good as the data associated with your campaigns. Over the years, I’ve worked with many brands when their conversion tracking dropped off the website or was installed on all pages with over-reported conversions. … [Read more...] about Why Google Ads and Google Analytics Convs. Don’t Align (And Why You Should Try The Attribution Beta)
August 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 expands lead forms to Youtube and Discovery Campaigns Details: Lead form extensions (which are currently active in search) now extend to Youtube and Discovery campaigns. Impact: Google has become increasingly B2B friendly over the past couple of years. The success … [Read more...] about August 2020 Updates to Paid Media Platforms
What Clients Want
As digital marketing agency strategists, we are constantly working to bring our clients the performance that they need so we can remain in a mutually beneficial partnership together. At times, this partnership comes naturally. Other times, it can be a struggle. The biggest part of that struggle can simply be understanding what the client wants from us. Many times, it’s not as … [Read more...] about What Clients Want
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
New LinkedIn Ads Features Every B2B Advertiser Should Know
LinkedIn Ads platform has significantly evolved since its launch back in 2005. Fifteen years later it is still a pillar in paid social advertising especially for advertisers who would like to leverage it for creating and nurturing B2B relationships. With 310 million MAU (Monthly Active Users) it provides a unique opportunity to reach out to audiences based on their job title, … [Read more...] about New LinkedIn Ads Features Every B2B Advertiser Should Know
Build Custom Reports in Google Analytics
When I first started working in PPC, I loved building reports - I was new, I had the time, I loved getting into the weeds of all the data for that month. As my career progresses, I’m finding less and less time to sift through data to create my own reports manually. Here’s the bright side! Since I am a data nerd and love learning new things, I invested in … [Read more...] about Build Custom Reports in Google Analytics
Navigating A Successful “Difficult Conversation”
There are few things that instill such fear as the four words: We need to talk. Why is that? What tells us that we should first worry and start assuming it’s for the worst? Our human brains are created with an amygdala rooted in the need to protect us from danger. And even the simplest of questions “Hey, can we talk?” elicits a lightning bolt of fear and uncertainty … [Read more...] about Navigating A Successful “Difficult Conversation”
Three Basic Categories of Google Ads Bidding
There are only two certain things in life: death and Google Ads updates. Google makes updates to its ads platform on a monthly basis and most of these are small changes or new features types to test out. However, every year or so Google loves to rock the boat with removing or adding a new bid strategy. Don’t worry, you haven’t missed any big news recently! However, given … [Read more...] about Three Basic Categories of Google Ads Bidding
