PPC and SEO are each important elements of any digital marketing campaign. Very often, rather than working cross-channel, we see them operating in silos, causing inefficiencies and resulting in missed opportunities. Cross-channel synergy is often talked about, seldom achieved, but genuinely possible. When PPC & SEO teams collaborate it enables your business to work … [Read more...] about 10 Ways to Achieve True Cross-Channel Synergy
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5 Steps to Perform Voice Search Optimization For Your Content
So, you’ve created some blinding content. Now you need to get it read. How do you go about this? The traditional search route is to think of Search Engine Optimization (SEO) and insert some keywords, not forgetting to mention the product a lot. For instance, if your business is all about Databricks Hadoop connector matters, you’ll need to reference this a fair amount on your … [Read more...] about 5 Steps to Perform Voice Search Optimization For Your Content
Your Guide to Winning with Performance Max Campaigns
The first mention of Performance Max dates back to 2020, but it is still considered the new kid on the block for businesses and marketers alike. For many business owners, and especially eCommerce store owners, there has always been that search for the Holy Grail to simplify online advertising. With many options available, it was difficult for many to choose where to … [Read more...] about Your Guide to Winning with Performance Max Campaigns
Dominate Paid SERP with 3 Competitive Metrics
Maintaining visibility in the search engine results pages (SERP) is essential for any advertiser. The SERP is constantly changing with new ads, features, and most importantly, competitors entering all the time, so it's important to monitor your rankings and adjust your campaigns accordingly. There are three main competitive metrics that you should be tracking in Google Ads: … [Read more...] about Dominate Paid SERP with 3 Competitive Metrics
Amazon PPC Management: How To Get The Best On Budget
Amazon is one of the largest digital marketplaces for online retailers in the world. This platform also offers marketing and advertising services for both vendors and sellers. Amazon advertising services might be exactly the right thing that meets your brand’s needs due to its vast audience and experience. Amazon Advertising offers the PPC (pay-per-click) model that is … [Read more...] about Amazon PPC Management: How To Get The Best On Budget
Cookieless Marketing: How Account Directors Can Be Part of the Solution
Data has long been the backbone of the digital marketing world. If you aren’t measuring performance in some way or the other, you are throwing your client’s money in a deep dark hole and not proving your worth. So, we need to really be paying attention to what regulations like GDPR and CCPA and platform updates like ITP mean for our clients and how they are going to … [Read more...] about Cookieless Marketing: How Account Directors Can Be Part of the Solution
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
Enhance the Customer Journey Through Ad Copy
As we continue to shift how we set up our accounts, it’s important to ensure our ads are a reflection of our account structure. Ad copy and extension should be tailored to ensure our account structure is working to its fullest extent. We tend to place a large amount of focus on keyword research and account structure that ad copy can almost become an afterthought. However, … [Read more...] about Enhance the Customer Journey Through Ad Copy
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
October 2020 Updates to Paid Media Platforms
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
Ecommerce Ad Updates You Should Know As We Approach Q4
2020 has presented many firsts and challenges for various PPCers. Specifically, on the eCommerce side, brands have experienced quite a bit of growth as people have leaned heavier on purchasing online. I recently wrote about “When Surprisingly Good Performance Leads To Tough Questions About The Value Of PPC”, covering how COVID has impacted our overall approach. It’s clear that … [Read more...] about Ecommerce Ad Updates You Should Know As We Approach Q4
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
