When Google decided to sunset the Average Position metric in 2019, many marketers were unhappy with that decision. In the past, many PPC marketers relied on Average Position as a key component of their criteria for aggressive bidding. This metric made it easy to know how well your ads were performing, what your ROI was… Continue reading Key Competitive Metrics Since the Sunset of Average Position
What You Need to Know About Google Retiring tCPA and tROAS
Target ROAS and Target CPA are two of Google’s oldest automated bidding strategies and Google is about to retire them. When you choose your strategy for bidding in a marketing campaign, you’ll find that they’re being integrated into other bidding strategies. This change isn’t going to happen overnight. Even though the change will be gradual,… Continue reading What You Need to Know About Google Retiring tCPA and tROAS
Validating Marketing Tags and Pixels
Effective advertising depends on measuring and tracking data so that you know what’s working and what needs to be tweaked. Validating marketing tags and pixels is an important way to monitor key pages and to collect information about site visitors and their behavior. Tag validation means checking which tags fire and what information they are… Continue reading Validating Marketing Tags and Pixels
Tips for Generating B2B Leads Using Instagram Stories
Instagram probably isn’t the first platform that comes to mind when you think of generating B2B leads. While it might not be the most obvious choice for B2B marketing, it’s a platform that shouldn’t be overlooked. Instagram is rapidly evolving and has gone way beyond being a platform centered around photo sharing. It gives you… Continue reading Tips for Generating B2B Leads Using Instagram Stories
Target CPA and Target ROAS Being Retired by Google
The one thing you can count on when it comes to PPC advertising is that things are always changing. In February, Google announced on their developer blog that they’re retiring Target ROAS and Target CPA bidding strategies. These strategies will no longer be separate from Maximize Conversions and Maximize Conversions Bid Value but will instead… Continue reading Target CPA and Target ROAS Being Retired by Google
Planning Digital Advertising Improvements in 2021
The global pandemic of 2020 caused economic volatility all over the world and impacted businesses big and small. Businesses in every vertical faced budget cuts and difficult decisions, some of which affected digital advertising. The beginning of 2021 represents a new year and a fresh start, but the pandemic and the uncertainty surrounding it aren’t… Continue reading Planning Digital Advertising Improvements in 2021
SEO Trends and Tips for 2021
Introduction Organic search drives more than half the visitors for both B2B and B2C websites. It’s a reliable way of bringing in targeted traffic. You may promote your business using other methods such as paid ads and social media, but SEO is still one of the best choices for marketing businesses both large and… Continue reading SEO Trends and Tips for 2021
Should You Run PPC Brand Campaigns?
When prospects search for your brand, the search engine results page (SERP) displays both paid and organic search results. Ideally, your brand appears at the top of the organic search results for your brand name, but since paid search ads appear above organic search results, should your PPC strategy include bidding on branded terms? Bidding… Continue reading Should You Run PPC Brand Campaigns?
Layering Affinity Audiences on Google Ads Campaigns
In any Google ad campaign, one of the most important steps is making sure you’re targeting the right audience. Are you taking full advantage of Google’s curated lists? The addition of affinity audiences to Google search campaigns gives you the ability to get a better understanding of your target audience so that you can reach… Continue reading Layering Affinity Audiences on Google Ads Campaigns
Targeted Advertising on Facebook
When you’re creating a solid PPC foundation, don’t overlook the power of Facebook and Instagram advertising. Combined global users of these two platforms total more than 3.7 billion users and provide a unique opportunity to reach your audience where they’re regularly spending time. Social media marketing is one of the most cost-effective methods of connecting… Continue reading Targeted Advertising on Facebook
