Category: Google: SEM

If you’re not updating ROAS and CPA targets frequently, you’re missing out

If you’re not updating ROAS and CPA targets frequently, you’re missing out

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Our founding CEO, Fred Vallaeys, has written extensively about how the role of PPC experts will change as more of the day-to-day ad management will be done by automated systems driven by artificial intelligence (AI) and machine learning (ML). One task that’s particularly apt to become automated is bid management because it requires lots of […]

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Ask the #SMXperts series - Advanced audience targeting

Ask the #SMXperts series – Advanced audience targeting

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The “Ask an #SMXpert” series continues the question-and-answer (Q&A) segment held during sessions at Search Marketing Expo (SMX) West 2018. Today’s Q&A is from the Advanced Audience Targeting & Management Tactics session with Jillian Nagle and Ben Wood and introduction from moderator Brad Geddes. Brad Geddes The rise of audience targeting is the biggest change in paid […]

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5 Google Optimize tests to take AdWords to the next level

5 Google Optimize tests to take AdWords to the next level

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Pay-per-click (PPC) advertising often focuses too much on the click. It sounds crazy. The industry is named after clicks, after all, but what happens after a user comes to your landing page is even more important. That’s why the direct integration between AdWords and Google Optimize has me so excited. Landing page optimization is now […]

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Hidden PPC traffic killers - Marketing Land

Hidden PPC traffic killers – Marketing Land

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If a pay-per-click (PPC) account and the advertiser’s business model are functioning reasonably well, we often find that a business owner becomes heavily dependent on the PPC channel. “Max the volume!” and “We’re down from last year, I’m very worried” are typical (if vague) remits from clients and bosses deep in the thrall of this […]

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Driving calls with PPC: 5 mistakes most search marketers make

Driving calls with PPC: 5 mistakes most search marketers make

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Most search marketers want the same thing out of their pay-per-click campaigns: driving conversions up and cost per conversion down. Things get a little more complicated when the goal of your PPC spending is to drive calls to your business. Using PPC to drive calls is a common tactic in any considered purchase category where […]

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The new Google AdWords interface is coming soon. Are you ready?

The new Google AdWords interface is coming soon. Are you ready?

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Google is gradually rolling out a new AdWords user interface. Word has it this change will be complete and available to everyone sometime in the first half of 2018. Many of us using the new interface have been asking questions like “Have you seen this feature/report/functionality in the new interface?” If you are frustrated by […]

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Giants collide: Google’s impending showdown with Amazon

Giants collide: Google’s impending showdown with Amazon

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Talk in the digital advertising space has traditionally focused on Google and Facebook’s digital duopoly, each fighting for more of your advertising dollars. But for Google, the real competition is coming from elsewhere. Over the last few years, Google has pushed further and further into the retail space. Simultaneously, Amazon expanded its advertising platform. In […]

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Are you ready for the attribution changes coming to Google AdWords?

Are you ready for the attribution changes coming to Google AdWords?

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There is an old saying: the only constant in life is change! Word on the street and from Google is they’ll stop supporting last click attribution sometime this year. This means advertisers will have to opt into one of several other attribution models available in Google. In this article, I’ll provide some general commentary on […]

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The foundation of a good SEM campaign

The foundation of a good SEM campaign

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A strong understanding of the economics of any business unit is absolutely critical to any digital marketing campaign managed against non-brand key performance indicators (KPIs) in a search engine marketing (SEM) campaign. One would think any reasonably large and successful business would have a good handle on their unit economics, and that this knowledge will […]

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After exact, what’s the next best match type?

After exact, what’s the next best match type?

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Exact Match is widely accepted as the Cadillac of match types in paid search, and for good reason. Queries that exactly match the keyword triggering a paid search ad have the highest conversion rate of any query-to-keyword relationship.  When used, a brand can rest assured the searcher is searching for the exact term targeted. However, while […]

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3 AdWords features you're probably underutilizing

3 AdWords features you’re probably underutilizing

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The wonderful thing about AdWords is that we all have our favorite ways to utilize it. We PPC practitioners each have our favorite reports and features, and we all have our own personal preferences for how we like to build and manage our campaigns. Unfortunately, this means we’re prone to getting stuck in our ways, […]

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