There’s an interesting thread at SEM 2.0 seeking thoughts about paid-search marketing "woes" in relation to Google’s broad-matching technology. What spawned the discussion was a blog post from Rimm-Kaufman that explained how Google’s broad match has been expanded to include "extended match." The obvious change in search-query permutations and phrase orders … [Read more...] about When Broad Match Is Just TOO Broad
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Being #1 Doesn’t Always Mean You Win
This is the first in a series of case studies we will be publishing. These case studies will focus on the work we do for clients. In particular, we will dissect the strategies we implemented to solve certain problems within a campaign or goals we wanted to attain. We will discuss the strategy and the outcome (positive or negative). Client: Indian Math Online (IMO) is an online … [Read more...] about Being #1 Doesn’t Always Mean You Win
We’re Gonna Have Some Fundamentals!
All of us who work in pay-per-click (PPC) advertising look at accounts and stats day in and day out. After a while, we can easily start to lose focus and lose our grip on the basics. Today, I will discuss the most fundamental yet most important aspects of managing a well-planned and great-performing PPC campaign. Ad Testing The most powerful tip I can give to anyone running … [Read more...] about We’re Gonna Have Some Fundamentals!
San Diego Sessions: #3. Advanced Targeting and Smarter Customer Journeys
This is the third in a series of articles by regular PPC Hero contributor - and Hero Conf speaker, Lisa Raehsler - in which we put some of the most anticipated talks from October's Hero Conf San Diego in the spotlight. Part 1: What’s Working in AI and PPC Right Now (and What to Watch Next)Part 2: The Next Level of ROI and Real Performance in Paid Media Finding the right … [Read more...] about San Diego Sessions: #3. Advanced Targeting and Smarter Customer Journeys
How To Find Success With TikTok Ads
TikTok has transformed from an emerging social platform into a mainstream marketing channel in just a few years. Since its global launch, the platform has exploded to over 1 billion monthly users (with estimates of around 1.5 billion in 2024). The user engagement is staggering given the short time frame it has been active. U.S. adults now spending about 54 minutes … [Read more...] about How To Find Success With TikTok Ads
Do Brands Need A Big Budget To Succeed On Meta Ads?
Meta (Facebook and Instagram) advertising has a reputation for scale. All it takes is one scroll through LinkedIn to be overwhelmed with case studies, stats, job titles, and more, all focused around scaling businesses through Meta. How much of this is actually true... I’ll leave to your own judgement, but from my own experience, working in media buying for a decade and a … [Read more...] about Do Brands Need A Big Budget To Succeed On Meta Ads?
How To Choose a PPC Agency
You have decided to hire a PPC agency to help grow your business. But you're unsure of where to start. Searching for advice online, there are some common steps and tricks many recommend following. These include: These are great tips, and you shouldn't neglect them. In this article, we will, however, dive a bit deeper and look at a few considerations that might not be as … [Read more...] about How To Choose a PPC Agency
Video Retargeting: Converting Warm Leads in Your PPC Funnel
Someone checked out your product video, browsed your pricing page or stayed on your site longer than most people do. All good signs, but… Then they left. What now? That gap between interest and commitment is where your warm leads hang around. Unless you go after them with something that catches their interest, they might just never come back again. At this point, they … [Read more...] about Video Retargeting: Converting Warm Leads in Your PPC Funnel
The Converged Frontier: How Google AI is Reshaping PPC and SEO
The digital marketing landscape is in the midst of a seismic shift, a revolution driven by Google's aggressive integration of Artificial Intelligence into its core search and advertising products. This isn't just another algorithm update; it's a fundamental reimagining of how users find information and how businesses reach them. The introduction and rapid expansion of AI … [Read more...] about The Converged Frontier: How Google AI is Reshaping PPC and SEO
San Diego Sessions: #1. What’s Working in AI and PPC Right Now (and What to Watch Next)
This is the first in a series of articles by regular PPC Hero contributor - and Hero Conf speaker, Lisa Raehsler - in which we put some of the most anticipated talks from October's Hero Conf San Diego in the spotlight. AI-powered advertising is the new reality for advertisers navigating platform automation and shifting consumer behavior. At HeroConf, we’re digging deeper … [Read more...] about San Diego Sessions: #1. What’s Working in AI and PPC Right Now (and What to Watch Next)
16 tips to shake up and optimise your Google Ads Performance Max campaigns
If you’re running Google Ads, it’s likely you’ve already tested Performance Max (pMax) and, just as likely, enjoyed mixed results. That's because, unfortunately, it’s not a ‘set it and forget it’ feature. You will need to invest considerable effort to achieve good results. What is Google Ads Performance Max (pMax)? In theory pMax should work like a dream. You get more … [Read more...] about 16 tips to shake up and optimise your Google Ads Performance Max campaigns
7 reasons the Paid Media Manager is more vital that ever
In today’s rapidly evolving digital marketing landscape, the role of the paid media manager is undergoing a significant transformation. Once focused narrowly on platform optimizations and cost-per-click efficiency, today the paid media manager must wear many hats: strategist, data analyst, creative collaborator, and business partner. This article, based on a talk given at Hero … [Read more...] about 7 reasons the Paid Media Manager is more vital that ever
