PPC Blog Posts

PPC

As a PPC Strategist working with a variety of clients and industries, I see often certain AdWords features work for some and not others. While there are some obvious wins or constant sources of high ROI, such as Remarketing Lists for Search Ads (RLSAs) producing better revenue and user engagement than broad targeting Display ads,… Read More

PPC

Part 1 – Introduction to Mobile PPC & Why This Guide Matters Google searches on mobile devices outnumber those made on laptop or desktop computers and that gap continues to grow. This means that you’re likely losing money if you’re not advertising to mobile traffic in your PPC accounts. However, you need to do it… Read More

PPC

If you’re new to paid search (or it’s been a while), how to build an AdWords account from scratch can seem daunting. How do you know you’re doing this “the right way”? What are you missing? Could your campaigns be better? The amount of doubt that can seep into your head when you’re at this… Read More

PPC

Today, for a change of pace we’ll look at how to build the most wasteful, ineffective PPC account possible. The blunders listed here range from ignoring easy wins that could have maximized your ad’s visibility, to lazily throwing ads at every passerby rather than being deliberate and crisp with this incredibly powerful targeting available to… Read More

PPC

Mythical sea creatures are really cool, right? Any massive octopus-like thing that can easily bring down large ships is a beast to be reckoned with. My two (very-soon-to-be-three) kids also think the name “Kraken” sounds totally awesome. (This digital marketing tangent brought to you by ongoing early parenthood.) And you know what else is awesome?… Read More

PPC

It’s like lions, and tigers, and bears, but with tyranny and oppression. But I’m not here to discuss international politics today. The reason for my witty extremely unclever title is because of location targeting. Or, more specifically, the lack of certain negative targets which I never knew I needed until a few months ago. But,… Read More

PPC

Search engine advertising is a critical piece of the marketing puzzle for all businesses, but can be especially useful in an industry that is as competitive as Law or other professional services. This post looks at some of the specific opportunities and pitfalls for professional services firms, focusing on Law, but there are plenty of… Read More

PPC

Remarketing is an essential strategy for just about every AdWords account imaginable. Targeting ads to users who are already familiar with your site and your brand tends to increase your conversion rates and help retain existing customers. Thankfully, remarketing capabilities have also advanced quite a bit in the past few years. Advertisers now have more… Read More

PPC

News flash – people are great at ignoring banner ads! Websites allowing display advertising often show 3 – 5 different ads per page. Throw in sponsored stories, and that figure can comfortably rise into the double digits. That’s a hefty supply of content for which visitors did not directly search. In a sad illustration of… Read More

PPC

If you’re in the mobile gaming industry, you’ve probably heard the term “whale” on a regular basis. If your game-designer jargon is rusty, a “whale” is simply a user that spends a lot of money. GameAnalytics has a great deep dive on the topic. Generally, whales are a small portion of the user population but… Read More

PPC

Channel Contribution 101: You want your paid search account to drive value and make money. You want to use your paid search account to help reach new customers and grow your business. Unfortunately, it’s not as simple as whipping up a campaign, throwing in some keywords, and then watching the revenue come flooding in. You… Read More

PPC

Does your brand have any registered, copyrighted or trademarked terms? If so, you should absolutely include the symbol in your text ads for improved performance. Yes! These little guys: ® © ™ This is not a new tactic in PPC ads by any means, but so many businesses aren’t taking advantage of it. The expected… Read More

PPC

Ahh, the time-honored mantra of “A _____’s work is never done.” It turns out if you search for “job is never done” and pull up images, everyone is apparently busier than everyone else. A curious paradox, but we’ll leave that alone. The obvious ones include “woman, mother, man, marketer, and teacher” just to name a… Read More

PPC

As I contemplate the world of dedicated PPC landing pages, and who doesn’t enjoy a good PPC daydream, I can’t help but think they’re a lot like beer. A million varieties but very few really good ones exist. But here’s the thing, if you simply know and do the things that create a great beer… Read More

PPC

Exact match is dead; long live exact match! Last Friday, Google announced that it is “expanding close variant matching to include additional rewording and reordering for exact match keywords.” In other words: “exact match” will not exactly be exact match. If you’re not a PPC nerd, exact match types are used for keywords that the… Read More