While the Digital Markets Act's implementation in March 2024 brought some changes, its impact on cookie compliance for most businesses has (so far) been minimal. The adjustments primarily affect less common features, such as GA4 audience sharing, which is helpful but not critical to Google Ads. Not implementing consent mode V2 was somewhat of a nothing burger for most people, … [Read more...] about A Handy Guide to Consent Management Platforms with Free Plans
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Everything I’ve learned conducting 912 FB & LinkedIn ad account audits in 8 years
When I joined Hootsuite & AdEspresso as a Facebook and LinkedIn ads expert back in 2016, I already had about 6 years of experience running Facebook ads. My journey started before Facebook even had a conversion pixel! Despite that, I learned fresh, invaluable insights from all the ad account audits I ever conducted. At the time of writing, I've conducted over 912 Facebook … [Read more...] about Everything I’ve learned conducting 912 FB & LinkedIn ad account audits in 8 years
How to Optimise Your PPC Landing Pages in 5 Steps
Your PPC landing pages could make or break your campaigns. That’s because even if you have the most perfectly created PPC campaign, if you are sending people to a badly designed landing page, which has terrible UX or poor quality content, they aren’t going to convert.With the post-click experience being just as important as your campaigns if you really want to see conversions … [Read more...] about How to Optimise Your PPC Landing Pages in 5 Steps
Apple Search Ads: Past, Present, and Future
Every good search marketer is always looking for alternative channels to get better results for clients. Most of us tend to stick to the top two or three options — Google Ads or Meta, or perhaps we'll add LinkedIn or Microsoft into the mix. These channels are often already overly saturated, and it’s always useful to look at other options. Any alternative to the mainstream is … [Read more...] about Apple Search Ads: Past, Present, and Future
The YouTube Algorithm: How Does it Work and How Can You Use it to Your Advantage in Video Advertising
The older generations with their dial-up and floppy disks have shifted to digital natives, hopping from one social media platform to the next. Consumer choices are abundant, but trust and attention spans are lower than ever. Consumers just don’t consume information the way they once did. If you want to connect with them as a brand, it’s important to know how to capture their … [Read more...] about The YouTube Algorithm: How Does it Work and How Can You Use it to Your Advantage in Video Advertising
Building Links to Your Website Using PPC
Building links - the act of getting other websites to link to yours in order to increase search engine visibility and get referral traffic - can generally fall into two methodologies: PPC - in particular Google Search Ads - can be a useful tool for organic link building. The high-level process for using Google Ads to build links runs as follows: I’ll now break down … [Read more...] about Building Links to Your Website Using PPC
How to Achieve a Balance Between Your PPC and SEO
Digital marketing has become central to building a brand that delivers bottom-line results. However, as digital marketing techniques rapidly evolve, it is easy to become overwhelmed by the variety of approaches to attracting customers online. There's one question many business owners frequently grapple with. Should they be allocating their marketing budget to PPC or SEO? In … [Read more...] about How to Achieve a Balance Between Your PPC and SEO
What Is Reactive Marketing and How to Apply It to Your Brand
What’s reactive marketing and why so much buzz around it? Let's dive into why businesses apply reactive marketing strategies and why your company may be left behind by competitors without one. We’ll also arm you with clear-cut instructions and relevant examples on how to apply reactive marketing to your brand to maximize your business performance. Reactive Marketing: What … [Read more...] about What Is Reactive Marketing and How to Apply It to Your Brand
Five Ways AI Can Improve Copywriting and PPC Performance
As AI begins to shape the landscape of digital marketing, content managers, copywriters, and digital marketers are starting to explore its potential applications for copywriting. It's been predicted that AI would take over a lot of the grunt work associated with creating and managing content - from doing basic research to developing detailed editorial calendars. Others … [Read more...] about Five Ways AI Can Improve Copywriting and PPC Performance
5 Crucial Considerations for YouTube Advertising in 2024
With users and daily views in the billions, YouTube is a video platform to rival any streaming service. This also makes it one of Google’s most lucrative sources of ad inventory. YouTube advertising recorded $8.66 billion in revenue in just the second quarter of 2024. Businesses look at numbers like that and see potential customers, but is the juice really worth the squeeze? … [Read more...] about 5 Crucial Considerations for YouTube Advertising in 2024
Why Advertisers Need to Take the Leap On YouTube’s 3-Pronged Approach
Imagine upgrading from a dial-up to fiber optic internet. It opens up an exponential surge of capability and reach. This is exactly what YouTube's advertising growth has looked like over the last 12-18 months. The results have been fascinating to analyze.No shift was more impactful than the addition of Shorts and In-Feed ads, cementing YouTube’s 3-pronged approach. … [Read more...] about Why Advertisers Need to Take the Leap On YouTube’s 3-Pronged Approach
How to set up and optimize end-to-end lead gen funnel tracking (with no CRM required)
Spend all your time working with Google Ads lead gen campaigns, it's easy to forget there’s another half of a sales process that takes place with every form submission and phone call. However, what makes the difference between hitting targets and missing quotas, is the ability to optimize for sales, not leads. Strategically, it’s an easy win - let’s track, report and … [Read more...] about How to set up and optimize end-to-end lead gen funnel tracking (with no CRM required)
