As a marketing professional, I’ve heard the term “Core Web Vitals” multiple times a day. But according to a recent marketing census, over 80% of respondents didn’t know what Core Web Vitals were or how it affected their business. If you’re reading this and that applies to you, stick around to find out more about what Core Web Vitals are, why they’re important for your … [Read more...] about Core Web Vitals & Preparing for Google’s Page Experience Update
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Master Your Bid Strategies In Google Search Ads 360
Many advertisers are moving to Google Search Ads 360 (SA 360) to more effectively automate and manage their paid advertising. SA 360 has a slew of features that either aren’t available in standard Google Ads accounts or are more sophisticated. One of the features that make SA 360 so powerful is its bid strategies. Similar to Google Ads, SA 360 bid strategies automate bids … [Read more...] about Master Your Bid Strategies In Google Search Ads 360
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
Google Is Retiring tCPA and tROAS Bidding Strategies
On February 23, a quiet post went live on Google’s developer blog. In case you missed it, Google is retiring Target CPA and Target ROAS bidding strategies, instead layering a tCPA and tROAS threshold with Maximize Conversions and Maximize Conversions Value respectively. What is happening? According to Google, this does not mean the end of tCPA and tROAS bidding. … [Read more...] about Google Is Retiring tCPA and tROAS Bidding Strategies
10 Alternatives To Google And Facebook Ads
We all know that Google and Facebook dominate the paid advertising industry. Advertisers that have maxed out their target audience reach on these platforms need to look elsewhere for incremental gains. That's why we've created this guide: to help you start/continue diversifying your paid media mix. Before we dive in, let's review some of the benefits of diversifying your … [Read more...] about 10 Alternatives To Google And Facebook Ads
BMM Keywords are Dead: Google Ads Latest Update
Yesterday, Google announced the matching of Broad Match Modifier and Phrase Match keywords. This blog post will go over what this means, best practices, adjusting strategy, and my opinion as an agency strategist on how this will impact the future of paid search. The Down Low TL;DR - This allows for more granular targeting. This change, along with Google’s recent … [Read more...] about BMM Keywords are Dead: Google Ads Latest Update
Why You Need To Be Using Google Ads Bid Automation
Bid automation is one of the top debated topics in the digital marketing industry. It’s not a matter of why you should be using automation, but how you are using it to achieve your goals and amplify growth efforts. Over the last few years, Google has recommended that advertisers move to automated bidding strategies to “take the heavy lifting and guesswork out of setting bids to … [Read more...] about Why You Need To Be Using Google Ads Bid Automation
Google Ads Remarketing Step-By-Step
Remarketing in Google Ads consists of static images, animated images, video, responsive ads, and text ads that are placed on the Google Display and Google Search Network. What makes remarketing different from standard Display and Search advertising is the targeting. Remarketing consists of using a special tracking code to place cookies on the browsers of people visiting your … [Read more...] about Google Ads Remarketing Step-By-Step
Tracking Experiments Across Multiple Google Ads Accounts [Case Study]
Testing new ideas is a core component of digital marketing strategy - in fact, our agency believes it is the core component. Experimentation, whether it be ad copy, a landing page, a bid strategy, or new campaign type, allows each advertiser to hone in on the most effective tactics for them, and iterate on successes without risking huge downsides. That test and learn … [Read more...] about Tracking Experiments Across Multiple Google Ads Accounts [Case Study]
How to Find Missing Search Terms for Google Ads
Google Ads reduced visibility for search terms in September. Most advertisers are reporting a 20% drop in the number of search terms being reported. There are two workarounds to this, and if you have auto-tagging enabled in your Google Ads account, you can find the missing search terms in Google Analytics. Here's how: Using vLookup to compare queries in Google Ads vs. … [Read more...] about How to Find Missing Search Terms for Google Ads
How Will Google Ads Limiting Search Terms Affect Account Managers?
Google Ads has started informing advertisers that they will begin limiting search term reports, due to privacy concerns. Google’s Statement: “In order to maintain our standards of privacy and strengthen our protections around user data, we have made changes to our Search Terms Report to only include terms that a significant number of users searched for. We’re … [Read more...] about How Will Google Ads Limiting Search Terms Affect Account Managers?
A Guide For Letting Go of Outdated Google Search Best Practices
Late last year, I lost the confidence of a client when I advocated for a restructuring of an account that focused on campaign consolidation. This person used a PPC Hero Blog post from 2014 as fuel for their counter-argument that advocated for the opposite of my recommendation. I did the math and 2014 is the equivalent to 20 PPC years ago. The pace at which Google products … [Read more...] about A Guide For Letting Go of Outdated Google Search Best Practices
