Articles by Michelle Morgan

PPC budgeting might not be the sexiest topic, but being a good steward of your budget can have major impacts on your PPC performance. Budget considerations usually go by the wayside when there are lots of other new, trendy topics to focus on, like a new ad format, targeting type,…

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When you create campaigns and ad sets, you have the option to select placements you want to target users on. The list is continually growing and changing, but here’s what it looks like as of publication. With all of these placements listed, what are you to do with them? Which…

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I’ve been speaking a lot recently on the benefits of using audiences to their full extent, especially by customizing pixels to create new audiences for users on your website. The biggest benefit is that you can segment audiences into more niche groups and market to them accordingly—as in, based on…

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Although it’s always been billed as a platform that’s very approachable to every small business owner, Google Ads can be very intimidating to use. On top of that, Google Ads isn’t a set-it-and-forget-it solution. It takes constant attention and optimizations to make sure it’s always performing as well as it…

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B2B advertising is a unique challenge in digital marketing. If you sell a product like socks or toilet paper, you know nearly everyone on the planet uses them (or we all hope they do), so your audience is everywhere. That’s the case for many B2C offerings. The target audience feels…

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Generating qualified prospects with PPC campaigns can be difficult. Generating high-quality leads is also harder.   In e-commerce , if someone has the cash to buy a product, they can make that will purchase right on the site. One person’ s money is just as good because the next. Once…

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