The number of insight-driven tools Google and Bing have given us over the years has grown. As someone who loves to assess risks ad nauseam, bid simulator metrics have been a real treat for me. But I have found that the standard options they offer don’t always jive with how I like to plan. When […]
First Page Search Bids: Should You Go All In? Read More »
Many companies have B2C and B2B offerings; in some cases their digital marketing efforts will coincide and in other cases they won’t. Often times B2C and B2B efforts could collide. I have a client that is a company with both B2B and B2C divisions, with two separate ad accounts. Budgets, conversions, goals, and KPIs are
Juggling B2B & B2C PPC Accounts Read More »
Over the years, a lot has changed about PPC. Clients expect us to be more integrated with their overall business strategy and goals, and not just work in a silo. In particular, I have noticed a shift in our audit clients and what sort of presentation resonates the best. Gone are the days when we
Organizing a Successful PPC Audit Read More »
Amazon is continuing to improve their platform as they take more and more of the digital advertising market share. Coming in hot in January, Amazon has released a number of new Sponsored Products features across all Amazon advertising accounts. These new features, which include bidding strategies, placement multipliers, and new targeting options, introduce an additional
New Amazon Sponsored Products Features of January 2019 Read More »
To preface this entire post, I’ll mention that I’ve been in my role for about one year now. As I’ve reflected on 2018, my expectations in regard to what managing accounts looked like at the outset were largely incorrect. I’ve come to realize that we can’t always apply standard routines, processes, and tasks to manage
Tips for Managing CRO Accounts and Client Relationships Read More »
A primary challenge of ABM and B2B marketing is often not the number of leads, but more so the quality of these prospects. Generation of leads often begins with search where a self-qualified audience provides a predictable and valuable return. For many industry niches, top terms are limited in available impressions which means efforts and
Exploring RollWorks for ABM and B2B Marketing Read More »
Quora advertisers can now retarget users that have visited specific question pages, the question-and-answer platform announced Tuesday. Why you should care Quora Product Manager Elynn Lee said that user questions can “provide a valuable signal on intent.” “For example, if a Quora user is reading questions about how to buy the best marketing automation software, it’s
Quora advertisers can now retarget users who looked at specific questions Read More »
One of my favorite accounts to run strategy for is one where we market job fair events to a specific type of qualified job-seeker. The job fairs occur in target cities throughout the U.S. and we run 3-week flight campaigns in the lead up to every event with a registration form as the conversion goal.
Using Facebook Event Ads to Promote Events Read More »
You’ve heard it before. Whether it’s a new idea you’re gearing up to pitch, or a request handed down to you from upper management. “Show me numbers!” Thus, you have carefully examined and prepared data that show exactly what has happened in your accounts to-date, what’s worked and what hasn’t, and you are equipped to
PPC Divination: Forecasting Uncertainty in Excel Read More »
It’s the frosty time of year when hot takes start flying. What new goodies will 2019 will bring for marketers? On this end, I am resolved to ditch high cost leads on Search (to the best of my ability) and discontinue spending budgets on “good enough” social ad audiences. Personally, I have already declared 2019
Next-Level Audience Targeting for 2019 Read More »
