Exclusions, they are a changin. Last week, Google Ads announced an important change for exclusion categories: “Games” content exclusion will be deprecated. This change is in line with Google Ads claim of streamlining content exclusion options they rolled out in 2018. “Streamlining” covers all manner of sins. According to the Google Ads announcement, a consequence […]
In the realm of digital marketing, brand ownership means everything. It’s safe to say that nearly all search advertisers see the vast majority of their traffic and revenue come from their branded initiatives. Put simply, branded (search engine marketing) SEM is something advertisers need to fully own and focus on optimizing. With that being said,
Tips to lower brand CPC for greater profitability Read More »
Introduced in February 2018, we’ve had access to the detailed demographic lists for about a year (as of this writing). That should mean more than enough data has been collected if you’ve layered them across your search accounts and we can really start digging into some detailed strategy moves to leverage that data. If you’re
Creating an ad is fairly easy, but generating sales from it is difficult. PPC still remains one of the easiest and most preferred ways for online advertising and this is the reason it’s full of advertisers. Due to rising competition, generating good conversions from ads is getting harder. The average conversion rate is 2.35%, but
Brick-and-mortar businesses depend heavily on foot traffic and local shoppers. In a cutthroat retail world, physical businesses need a competitive edge. Paid search ads can be a great way to give you that edge and boost your revenue. However, using them effectively to get potential customers to walk through your doors after an online visit
Several of my clients are in the Education vertical with their main goal of driving more leads to their admissions until finally, a user enrolls as a student. While the goal might sound simple, some of my clients make the task a bit harder by have multiple brands targeting the same keywords or target audiences.
Let’s face it. There are plenty of rabbit holes to dig into when going through your Google Ads account. Collecting data, recognizing the trends for optimization and other paid search strategy efforts often do not come as quickly as we’d like. The problem? As digital marketers, time is not always on our side. We are
Google Recommendations: Are they Helping or Hurting my Paid Search Strategy? Read More »
As the paid search industry migrated towards a more automated environment advertisers were met with a spike in cost per click (CPC). Coming out of 2018 Merkle reports a higher rate of click growth than rise in CPC. Advertisers worked over the past year to harness automation and understand how to reap the benefits without
I go back and forth on whether ad copy truly makes an impact on PPC. I’ve heard stories of how my co-worker’s sister literally just clicks on the first result on the SERP page or how one time this guy was working on an account and saw that there were still Black Friday ads running
When it comes to common practices in digital marketing, practitioners should embrace a “trust, but verify” mindset. Specifically, adopt best practices when possible, but don’t assume that they’ll improve performance – every account exists in a different context with a multitude of different intervening variables that can affect the impact of any initiative. One such
Deals, Deals, Deals! A Promotion Ad Copy Case Study Read More »
