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With the recent changes to Google Universal App campaigns, it’s now easier than ever to promote an app. These changes have both advantages and disadvantages, depending on your level of comfort. The settings and features you have to your advantage in these campaigns are: Operating system device (iOS or Android). Budgets and bids. Cost-per-install caps. …
As much as it didn’t seem possible, we’ve made it to the end of 2020. It’s been quite a “different” year for many of us as search marketers. Interesting challenges presented themselves with shrunken budgets for many, or even altered tactics to see success during this year’s darkest days. For a fortunate few, business actually …
What is one of the biggest challenges faced by all performance marketing stakeholders – agencies, marketers, brands, investors, and executives? Consistently and correctly quantifying the value created for the enterprise via marketing initiatives. To put it succinctly: answering the age-old questions of, “What’s the ROI on our marketing?” Or, more simply, “What’s working and what …
As search marketers, we spend a great deal of time analyzing search query data. And for good reason! That’s how we recognize when we’re matching to irrelevant queries and can add negatives. Or how we discover new queries that we never even imagined. Are we always looking for the right things though? Often we are …
Continue Reading…… Dynamic Search Ads: Uncover Purpose-Themed Keyword Opportunities
It’s easy to get stuck in a routine with your B2B PPC program. You monitor your paid search campaigns and optimize them. And they seem to be working well. So why change anything? In short, the reason is that you don’t know what you might be missing. Without question, lots have changed this year (to put …
Continue Reading…… Try These PPC Strategies for Your B2B Business in 2021
Account structure is always a fierce debate amongst PPC pros. We’re always chasing a campaign structure that will give us the best ROI on our time and money. So this month’s Ask Me Anything About PPC column answers a question we all cut our teeth on. Kiel in Worcester asks: “If I’m using Target CPA …
Continue Reading…… How to Restructure Google Ad Accounts Without Wiping out All Your Data
Leads from PPC have you questioning the value of your investment? Recently Search Engine Journal columnist Brooke Osmundson wrote an outstanding tutorial 5 Common Reasons PPC Leads May Not be Converting (to Closed Sales). For this article, I’d like to dive a little deeper and potentially expand on a few of her thoughts. Below are …
Continue Reading…… 3 Important Considerations for Your PPC Leads
Are your PPC campaigns performing at the highest level possible? Maybe. Or maybe not. It doesn’t matter what type of company you work with, their industry, or their size. There are many specific mistakes that impact your PPC success. This article will highlight nine such mistakes. Some of these PPC mistakes obvious, while others lead …
YouTube is launching a new type of audio-based ad unit to reach people who use the platform as their music and podcast player. Audio ads may sound like an odd fit for a website that specializes in video, but YouTube says users are consuming more audio centric-content. “Whether it’s to squeeze in a living room …
Continue Reading…… YouTube Launches Audio Ads to Reach Music & Podcast Listeners
Google has announced enhancements to their Smart Bidding algorithm, focused on more reporting insights and predictive features. The announcement comes on the heels of a blog post the day before encouraging advertisers to use Smart Bidding with Broad Match. Smart Bidding consists of several automated bid strategies that allow Google to manage bidding in real-time, …
Continue Reading…… Google Ads’ Smart Bidding Enhances Predictions & Insights