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
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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
Who Owns Your PPC Ads Account?
As an agency, we run into situations all the times where we have to rebuild the client's account because the previous agency is unable or unwilling to release their account. It is possible that the previous agency built it in their agency MCC shell, but there are still ways to release that account. Regardless of the circumstances, it means you have to start over and build a … [Read more...] about Who Owns Your PPC Ads Account?
5 Examples of Ads & Landing Pages That Have Perfected Post-Click Optimization
More than 96% of ad clicks don’t convert, and that’s largely in part because too many digital marketers don’t focus enough on post-click optimization. They focus primarily on pre-click strategies instead, which results in non-converting clicks. Dedicating more time to optimize the post-click experience can drastically change the outcome of your campaigns by turning ad clicks … [Read more...] about 5 Examples of Ads & Landing Pages That Have Perfected Post-Click Optimization
New from LinkedIn: 2018 Year In Review
LinkedIn Ads is a great way for advertisers to reach professionals with robust targeting specific to career and business audiences. B2B advertisers especially love LinkedIn because it enables them to adequately target decision-makers in ways that aren't available on other social platforms. In an effort to keep up with the emerging ways in which users interact with content, … [Read more...] about New from LinkedIn: 2018 Year In Review
PPC Conversion Tracking
Did you know that nearly 70% of all PPC traffic isn’t properly tracked? Shocking, right? Actually, I made that up. But could you imagine if that was true? It’s thoughts like that which keep me up at night. Now that I may or may not have your undivided attention, I would like to take a moment to talk about the always important, yet often frustrating, conversion tracking. To be … [Read more...] about PPC Conversion Tracking
The #1 Way to Take Your PPC Strategy from Average to Expert
While doing a Google search for lists of common characteristics in highly effective PPC specialists, I noticed there is one trait in particular that often gets overlooked, which should be considered foundational. This is curiosity for human behavior. While your campaigns should be proactive, decisive, and organized, remember that data comes from real interactions and being … [Read more...] about The #1 Way to Take Your PPC Strategy from Average to Expert
Measuring the Success of TrueView YouTube Ads
Scenario 1: Rob ran a 15-second TrueView ad for 30 days with the goal of increasing website traffic. The campaign yielded 5 conversions, with a 45% view rate. Rob deemed the campaign a success. Scenario 2: Rob ran a 30-second TrueView ad for 30 days with the goal of increasing brand consideration. The campaign yielded 5 conversions, with a 45% view rate. Rob deemed the … [Read more...] about Measuring the Success of TrueView YouTube Ads
Mobile Gaming: Boosting User Retention with Digital Advertising
If you develop mobile games, the majority of your revenue likely comes from in-game advertising or microtransactions, and both of these happen post-download. In 2018, an average of 1,800 games/mo were launched on the IOS app store alone. With this sort of competition, users have more options than ever to find a game they want to invest their time (and money) into and can shop … [Read more...] about Mobile Gaming: Boosting User Retention with Digital Advertising
How to Organize a Successful PPC Audit
Over the years, a lot has changed about PPC. Clients expect us to be more integrated with their overall business strategy and goals, and not just work in a silo. In particular, I have noticed a shift in our audit clients and what sort of presentation resonates the best. Gone are the days when we can just poke through an account’s settings, list high CPL keywords, recommend some … [Read more...] about How to Organize a Successful PPC Audit
Ways to Reduce PPC Spend Without Turning Out the Lights
Working in Paid Search, you are always aware that you are spending money and at times your promised budget changes. Sometimes you are given more money to help meet new goals such as lead acquisition or ROI but other times your budget is reduced without a lot of notice. Here are a few ways for you to take action in your account to reduce your PPC spend without having to turn out … [Read more...] about Ways to Reduce PPC Spend Without Turning Out the Lights
