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
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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
Top-of-Funnel YouTube Audiences for B2B
When you think of YouTube as an advertising platform, I bet you first think of B2C marketing. But YouTube is a powerful, untapped gold mine for B2B that not a lot of advertisers utilize. When you search for B2B Advertising on YouTube, you get a lot of information about content, what you should be posting on your YouTube channel, to couple with your ads, and how your content … [Read more...] about Top-of-Funnel YouTube Audiences for B2B
How to Build a Winning Native Advertising Strategy
The Case for Native Native is eating the advertising world. Over the past five years, we have seen spending on Native more than double, becoming an increasingly important component of brands’ digital display strategy. What’s driving this growth? Over-personalisation, disruptive ads, and poor targeting. Consumers are increasingly using ad blockers in response, as they … [Read more...] about How to Build a Winning Native Advertising Strategy
The Travel Industry Landscape in 2020: How PPC Strategy Evolves
May of 2020 brought a surge in travel searches, forcing the travel industry to reevaluate going dark, or staying dark, as the pandemic raged on. As I wrote in my blog, Travel Searches Are Surging: Time To Relaunch PPC in May, a mixture of restlessness, hope, and business needs led to an increase in travel-related searches over the month of April. As the pandemic has continued, … [Read more...] about The Travel Industry Landscape in 2020: How PPC Strategy Evolves
Optimizing Podcasts for The Local Businesses
With the world now saturated with products and services, you have to find a way to touch base with your target audience so you can effectively stand out from your competition. Podcasting is one way to get that done, as it can efficiently engage with your consumers while informing them about your brand. It is now common practice for businesses to rely on these audio files for … [Read more...] about Optimizing Podcasts for The Local Businesses
The Most Underutilized Microsoft Advertising Features
Microsoft Advertising is the underdog of the advertising world. With Google having a stronger market share, most advertisers will often overlook the capabilities of Microsoft, thinking of them as a secondary option at best. But this horse is definitely worth placing a bet on. Microsoft Advertising is a game-changer for many businesses. It’s the underutilized … [Read more...] about The Most Underutilized Microsoft Advertising Features
How To Create Facebook Video Ads
If you want to get more bang for your buck from Facebook ads, it is time to switch to video. Facebook video ads can drive more clicks and leads. They do better because something that moves in the feed will certainly attract more attention than a still image. And you also get to share more information and convince people to check out your landing page. This can be vital … [Read more...] about How To Create Facebook Video Ads
How To Use Geo Exclusions To Measure Brand Ad Value
In the Fall of 2019, the PPC Twitter-verse was newly abuzz with a question that has been around for as long as the industry has existed: is it worth it to bid on brand keywords? At the time, we wrote about that topic extensively - see Matt Umbro’s “The Great Brand Keyword Debate: What You Need To Consider” for a detailed recap. As with many questions, the answer to the … [Read more...] about How To Use Geo Exclusions To Measure Brand Ad Value
Top 9 ASO Mistakes
App store optimization, or ASO, is a marvelous world of opportunities for mobile apps and games. With the help of ASO, mobile publishers increase the discoverability of their apps in the app stores and, what’s even more important, improve the conversion rates. The biggest dream and at the same time goal of every mobile publisher is to put an app in the limelight and occupy the … [Read more...] about Top 9 ASO Mistakes
Competitor Strategies for Lead Generation – A Case Study
As a result of COVID-19, many brands have been competing aggressively to drive the most leads possible in Google Search. I was recently approached by a brand team who was getting pressure from upper management to do just that in March. The team had a new responsibility of bringing in ? of their business’ revenue by increasing sales form submissions, which garner leads with high … [Read more...] about Competitor Strategies for Lead Generation – A Case Study
