In ad copy, we know that content can affect your ad performance. Headlines, keywords, or even the CTA can impact the ad performance. It is well known that the right landing page can affect conversion rates. Does the URL displayed in your ad make a difference in performance? In this article, we are going to show you that it can make a difference. Display URL Examples Using … [Read more...] about Do Display URLs Matter in Paid Search?
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How to Create Thumb-stopping Social Ads
We all have been there, where we have been patiently waiting to see the results of a newly launched paid social campaign that we have worked hours to plan, design and build. We had audience personas, the right campaign objective, a few high quality audiences and a few ads that we thought would resonate with our target audience. You even went the extra mile and used creative … [Read more...] about How to Create Thumb-stopping Social Ads
2021: The Year You’ve Been Waiting for & What You Need to Prepare
It’s December of 2020. The spring and summer have moved on. We’ve just put a bow on autumn while we welcome winter and the holidays that distract us from what has been the longest year of our collective lives. Normally this time of year marks a fury of e-commerce and retail practices, the “big show” of what marketers can do come shopping season. It means budgeting for the … [Read more...] about 2021: The Year You’ve Been Waiting for & What You Need to Prepare
PPC Keyword Research Guide: How to Find Keywords for Your Paid Advertising
The revenue you earn from advertising doesn't come from your products or services. Of course, that doesn't mean your product is not essential. However, the most vital factor that makes a paid advertising campaign successful, I believe, is the keywords you choose to bid on. It's keywords that make or break a PPC campaign as this element determines who sees your ad and who … [Read more...] about PPC Keyword Research Guide: How to Find Keywords for Your Paid Advertising
November 2020 Updates to Paid Media Platforms
In this monthly post, we bring you the latest from all of the major platforms. Google Ads What: Import Google Ads Data into Google Sheets Details: A Google Ads add-on is now available for Google Sheets. Navigate to the “Add-ons” drop down menu in order to install. Impact: The Add-On eliminates a degree of manual work and opens the door for improved custom … [Read more...] about November 2020 Updates to Paid Media Platforms
What Marketers Need to Understand About Automated Bid Algorithms
In conversations with clients, I find myself using a phrase like, “We can do that, but we need to make sure we grease the wheels of the machine first.” What my Industrial-age jargon actually means is, we need to make sure that we’re not forcing the algorithms to have to relearn in a way that will be detrimental to our performance. I’m going to spare you arguments as to why you … [Read more...] about What Marketers Need to Understand About Automated Bid Algorithms
Our Commitment to Diversity Begins with Paying Speakers
We’re committed to figuring out diversity. Our Diversity & Inclusion consultants recommended paying our speakers a stipend, and Hero Conf Austin, June 2-3, is where we'll start! The stipend amount is still being determined, and the goal of the stipend is to make the impact of travel costs negligible for our speakers. You might be surprised to learn that it’s … [Read more...] about Our Commitment to Diversity Begins with Paying Speakers
Smart Shopping for the Holidays – A Test & Learn Approach
With the December holidays approaching, it’s more important than ever to have confidence in your eCommerce strategies. It is no secret that online shopping is the new normal, and with fewer people traveling for the holidays, some families are putting more under their trees due to travel restrictions. As marketers, it’s no secret that a strong holiday strategy is vital for Q4 … [Read more...] about Smart Shopping for the Holidays – A Test & Learn Approach
The Ethical Implications Of PPC Advertising & How To Overcome Them
Earlier this year when Amazon, Apple, Facebook and Google attended an antitrust hearing, a ton of transparency concerns that were bubbling came to the surface. It was thought to be just a small part of a larger series of antitrust investigations, but with miscommunication and updates affecting the visibility of search terms, we’ve since questioned whether or not Google is … [Read more...] about The Ethical Implications Of PPC Advertising & How To Overcome Them
Taking a PPC holiday: how to take a break from your ads without disaster
Sometimes the world can be overwhelming – this year, in particular, has taught us all that. We recognise the need to take a step back from work, relax and readjust, and come back feeling refreshed. But if you run PPC campaigns single-handedly, how can you do that without everything you’ve worked hard for crashing down around you? I think you deserve a break, so here are my … [Read more...] about Taking a PPC holiday: how to take a break from your ads without disaster
4 Pillars of Paid Media Growth
Paid media is straightforward. “Growth,” however, is very dependent upon the role you play in paid media, so let’s start by defining who these four pillars are intended for and what I mean by “growth.” My paid media experience is 100% agency-based. Naturally, my experience shapes my viewpoint and definition of growth. From the agency perspective, growth equals managing … [Read more...] about 4 Pillars of Paid Media Growth
The Holiday Landscape for Travel: Make Every PPC Dollar Count
In May of 2020 I discussed the need to relaunch PPC for the travel industry and in September of this year I discussed how the industry has changed and how PPC strategy needs to pivot accordingly. As we enter the holiday season, the busiest travel time of the year pre-COVID, the travel industry continues to evolve - and struggle. More people are searching and in the end, more … [Read more...] about The Holiday Landscape for Travel: Make Every PPC Dollar Count
