The days of just using individual conversions are long past. All ad platforms now encourage advertisers to embrace and leverage conversion values. Take Google Ads, for example: Max conversion value is one of the only bidding options for PMax campaigns and has been getting a lot of love in account…
Facebook is a viable ad network for most advertisers, supporting ecommerce and lead gen businesses alike and helping both B2B and B2C own their customer journey. But between increasing pressure from privacy compliance and updates forcing more conversion modeling, the targeting options from the early days just aren’t there anymore….
All ad networks represent potential value for brands. Where they can fall short is if they are asked to do a job they’re not predisposed to do or behave the way other ad networks behave. Understanding the rules of engagement for each ad network can help you to assign them…
Managing PPC accounts is a lot like playing a game: Once you understand the rules, you can start getting into creative strategy. Account audits are an important part of understanding the rules—essentially it’s getting the board ready to play. While there are different checks to be done in a PPC…
Local Service Ads (LSAs) are a hero channel for local brands looking for more cost-effective leads. This real estate client achieved 10X the ROI than the conventional real estate lead flow: Local Services Ads for real estate = big wins While they are incredibly simple to maintain once set up,…
Retargeting (also called remarketing) is a core strategy in PPC, where you take a group of people determined by previous action or behavior (audiences) and target their ads towards or away from that group of people.And there’s no shortage of statistics that show us why it’s such a core strategy….
Machine learning and automation can seem pretty terrifying for PPC: These technological advances could lead to the end of human-run campaigns in favor of robots that will never have the adaptability to scale a campaign and will certainly never have that “human touch.” A big part of these fears come…
When Google makes a change, there tends to be a period of panic and anger—and the recent changes to match types were no exception. The internet threw up its arms in justified frustration—account structures and workflows honed over the years just got hosed down by “close variants.” In my view,…
Dynamic Search Ads (DSAs) have the potential for high volume and profit—but they also have the potential for budget cannibalization and waste. Harnessing their powers for good requires planning ahead, establishing clear goals and workflows, as well as knowing when to transition budget to more restrictive strategies. I’m going to…
One of the toughest tasks in digital marketing is definitely setting the budget for your campaign. Way too high, and it leaves room for unspent budget and an elevated cost for each acquisition (CPA). Too low, and your spending budget won’ t allow for enough ticks in the day to…
