Over the years, Google has made a clear effort to automate as much of its advertising platform as possible. There are a number of reasons for this, from increased competition from alternative platforms to the less obvious advantage of increasing advertiser spending without their awareness. That isn’t the whole story,…
It is relatively safe to say that many advertisers don’t give much thought to Facebook (Meta) ads bidding strategies. However, there is much more to the platform than the “set it and forget it” attitude that the majority of novice marketers carry. I’ve stated before that putting all your trust…
If you are not already aware, WordStream has released its 2022 Google Ads & Microsoft Ads Benchmarks for Every Industry and there are many fascinating takeaways from the report. One that I found particularly interesting was that average conversion rate (CVR) has decreased across the board year over year for…
There is an inherent complexity to Facebook ads that can leave many advertisers feeling overwhelmed or at least worried that they are not checking all of the right boxes when it comes to proper management. However, managing a Facebook ad account doesn’t have to be overly complex and there are…
Everything these days appears to either be “smart” or have some form of “machine learning” involved. Whether it’s a phone, a TV, or a fridge, our transfer of power to the machines may be well on its way. This technocratic trend has driven forward everything in the digital world and…
For those who are conversion-focused in their paid search strategy, maximizing the profitability of your advertising efforts is a top priority. Google offers a variety of Smart Bidding strategies that can allow you to drive more conversions at a cost you are comfortable with. However, if you want to take…
As we knew it would, the release of Apple iOS 14 earlier this year has impacted Facebook advertising in a dramatic way. Now that a few months have passed and the dust has settled, I want to share with you something I’ve observed in my clients’ accounts: that CPMs are rising….
It is quite clear, regardless of network, that the digital space has become a competitive one for businesses. Every company on the internet is vying for the attention of the same users (in one way or another), making effective marketing to your target customer more and more difficult. On top…
iOS 14 has certainly lived up to the headache that it was predicted to be for several months. Between domain verification and aggregated event management, your average Facebook advertiser will certainly feel lost in the new iteration of the advertising platform. I’ve even seen experienced marketers scratching their heads as…
Back when we found out about iOS 14, there were a lot of question marks as to when it would be enforced, what it would mean for your Facebook campaigns, and how you could prepare. Now that iOS 14 is in full swing, many questions have been answered—but still more arise….
