You’ve probably noticed that every single PPC agency out there is “data-driven”. So why is it that most agencies we meet are struggling with data silos that make cross-channel optimization difficult and agency-wide insights near impossible? We call this the data-driven contradiction: most agencies aspire to be data-driven, yet the technically complex reality of … [Read more...] about Think Big About Cross-Channel Data!
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Keyword Match Types – Segment or Consolidate?
To consolidate or to segment, that is the question. In today’s digital world we continue to evolve into more automation and smart bidding. To make the most of these strategies, is it best to segment keyword match types by ad group or campaign to improve performance, or to combine them? There is an array of search best practices and a handful of campaign … [Read more...] about Keyword Match Types – Segment or Consolidate?
Video as a Non-Negotiable for Digital Marketing
Videos are everywhere. And as digital marketers, the need to know what kind of video to make for which platform is never-ending. One way to get clearer insights to your YouTube ad performance is by setting “Moments.” This concept of a “Moment” in your YouTube ad is basically like a quick-view timestamp of performance. You can identify specific moments in your video … [Read more...] about Video as a Non-Negotiable for Digital Marketing
5 Ways To Lower Your Facebook Ads CPC
Return on investment is something which the investors would always want to get against any investments they make. Advertising on Facebook is no different. There are different ways you can get excellent ROI on Facebook ads. Advertising on Facebook needs a good amount of investment, and there are different ways of paying a platform to publish your ad. Here are the … [Read more...] about 5 Ways To Lower Your Facebook Ads CPC
3 Steps To Finding More Time In Your Day
You may have heard the phrase before that “time is the great equalizer.” Let that sink in for a moment. Everyone, no matter who they are, only gets 24 hours in a day. We can’t purchase extra hours in our day, nor can we sell our unused hours. So carefully thinking through how we spend these precious 24 hours is critical to our success in both our work lives and our personal … [Read more...] about 3 Steps To Finding More Time In Your Day
Google Display Network Best Practices In A First-Party Cookie World
With first-party data becoming more relevant and third-party cookies becoming a thing of the past, this leaves marketers questioning, how can I best prepare? With these changes, remarketing will likely be limited. We’ll instead focus more on targeting users with certain interests or browsing habits. This results in limited capabilities when it comes to reaching certain markets. … [Read more...] about Google Display Network Best Practices In A First-Party Cookie World
Simplified Checkouts and Handheld Campaigns: How Marketers Are Addressing The Gulf Between Mobile Traffic and Sales
Although eCommerce rates are demonstrating growth across both desktop and mobile, any expected rise in sales hasn’t followed suit. With this in mind, how are marketers looking to address the gulf between mobile traffic and subsequent sales? Recent data shows that as much as 60% of online shopping traffic comes from mobile devices, but just 40% of purchases are … [Read more...] about Simplified Checkouts and Handheld Campaigns: How Marketers Are Addressing The Gulf Between Mobile Traffic and Sales
16 Commonly Asked PPC Questions (And Answers)
Ask a PPC account manager what’s the best way to do something and I bet 95% of the time the answer is, “it depends on your account/the situation”. The reason for that is that, well… it does. With this in mind, below are some of the most common questions we hear from new account managers, people attending digital marketing conferences and from right here on PPC Hero. What … [Read more...] about 16 Commonly Asked PPC Questions (And Answers)
Not All B2B Conversions Are Equal: How To Determine the Value of a Conversion
How does one determine the value of a form fill, PDF download, or simply interacting with your website? What about MQL and SQL actions? These are all tough questions without the concrete answers that are provided to our eCommerce friends. I’ll outline two strategies that can help you dive deeper into assigning value to different stages of the funnel. As you gather more … [Read more...] about Not All B2B Conversions Are Equal: How To Determine the Value of a Conversion
Dynamic Search Ads For Beginners
Dynamic search ads (DSAs) are a fantastic way to capture the “who would have thought” traffic. They catch unique searches, which can then lead to expansion opportunities. No matter where your account stands, DSAs help to fill in the gaps where your other search campaigns may be slacking. Today I’ll walk you through a summary of what they are, how to set them up and how they … [Read more...] about Dynamic Search Ads For Beginners
Lessons Learned in Automated Bidding for PPC
Hello there; Automated bidding, dear reader, is here to stay whether you’ve been embracing it with arms wide open or neglecting it like the Dursleys neglected Harry P. I started in this industry right around the same time automation was just starting to be rolled out, much less considered as a viable strategy for improved performance! Enhanced Cost Per Click (ECPC) … [Read more...] about Lessons Learned in Automated Bidding for PPC
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
