Monday, June 14Digital Transformation
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Tag: Paid Search

5 Best Google Ads Alternatives to Diversify & Grow via @sejournal, @brookeosmundson

5 Best Google Ads Alternatives to Diversify & Grow via @sejournal, @brookeosmundson

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It’s no secret the Google Ads platform has long dominated the digital advertising industry.Google Search is one of the best places for brands to get their products or services in front of consumers, and the wide-ranging Ads network makes it that much more attractive.But Google Ads aren’t the only way to drive new customers and re-engage existing ones.If your performance has hit a plateau or you’re just looking to diversify and reach new audiences, you have options.Reasons to Expand Outside of Google AdsHere are three main reasons I’d recommend additional platforms:Rising CPCs and CompetitionGoogle Shopping was free up until 2012. Life was good and traffic was flowing.Nowadays, it’s not uncommon to see certain industry CPCs well over $50 per click.AdvertisementContinue Reading BelowWith ma...
How to Prepare Your Ecommerce Business for a Cookieless Future via @sejournal, @iambenwood

How to Prepare Your Ecommerce Business for a Cookieless Future via @sejournal, @iambenwood

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By now, you’ve probably heard about the cookieless future. We’re entering a new era in which third-party cookies, a crucial component of digital advertising and analytics, will be deprecated across many of the world’s leading web browsers including Safari, Chrome, and Firefox.Ecommerce professionals are being challenged to rethink fundamental issues around ad targeting, measurement, and cross-channel attribution – all of which will be made increasingly difficult over the next 12 months.This article focuses on the implications these changes will have on ecommerce and the specific steps businesses can take now to prepare for the end of third-party cookies in 2022.No More WorkaroundsCompanies like Google and Facebook have built their entire businesses on collecting user data and made billion...
6 Top Tips to Improve Your Google Ads Relevance via @sejournal, @LisaRocksSEM

6 Top Tips to Improve Your Google Ads Relevance via @sejournal, @LisaRocksSEM

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In the world of paid search, there’s always room to improve the searcher experience and thus the conversions you earn.Quality score data is one way advertisers can get feedback on Google Ads to help guide strategic decisions on account structure, keywords, and ad copy.Are your PPC advertising campaigns performing as well as they could be?How Google Calculates Quality ScoreQuality score is used as a diagnostic tool for PC managers to better understand where improvements in their Google Ads accounts could be made.Google Ads uses the Quality score metric to determine where a PPC ad should appear in the paid search results and how much the advertiser should pay per click.Quality score is tied to three main components:Use these are key components to monitor and optimize when reviewin...
10 Top Data Analysis Mistakes Digital Marketers Make via @sejournal, @timothyjjensen

10 Top Data Analysis Mistakes Digital Marketers Make via @sejournal, @timothyjjensen

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Reporting and data analysis inevitably encompass a significant amount of our time as digital marketers.However, even experienced marketers can trip up and make a few common mistakes when looking at data and making decisions.You need to stay mindful of errors that can result in looking at the wrong data, reaching the wrong conclusions, or leaving the door open for faulty interpretations from a client or boss.In this article, you’ll learn 10 common mistakes digital marketers make when analyzing data:Not looking at a statistically significant timeframe.Not factoring in seasonality.Ignoring the impact of offline activity.Not accounting for multi-channel engagement.Reporting on numbers without conclusions.Focusing on the wrong KPIs.Making decisions based on faulty data.Not incorporating backen...
Try This PPC Strategy for Protecting & Building Your Brand via @sejournal, @GrpTwentySeven

Try This PPC Strategy for Protecting & Building Your Brand via @sejournal, @GrpTwentySeven

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When your business is killing it with sales from your PPC program, it’s tempting to just sit back and enjoy the returns.After all, why mess up a good thing by making changes?But this kind of thinking can leave your business vulnerable — particularly if your PPC success relies heavily on one factor, such as a single keyword.If the situation should suddenly change – say more competitors come into the market or Google Ads changes its algorithm – those wonderful returns may drop off dramatically.And you’ll be left wondering where to go from there.So what’s the solution?The best way to future proof your business is to reinvest some of those awesome returns back into your PPC program.But instead of putting them into performance-based campaigns, put them into campaigns that will help you find ne...
Microsoft Rolls Out Customer Match, Updates to Match Types, New Text Ad Formats & More via @sejournal, @hoffman8

Microsoft Rolls Out Customer Match, Updates to Match Types, New Text Ad Formats & More via @sejournal, @hoffman8

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Microsoft announced another round of feature rollouts for advertisers, including changes to match types, ad formats, product rollouts and more. These updates follow two rounds of big announcements in early April and late April.  Here’s what advertisers need to know.Changes to Phrase Match & Broad Match ModifierFollowing in Google’s footsteps, Microsoft has announced that phrase match will begin to adopt the matching behaviors of modified broad match. This is in parody with Google’s changes that were announced in February and is designed to ease management for advertisers managing campaigns across both channels since there will no longer be match type differences.AdvertisementContinue Reading BelowThis change will begin to take effect in mid-May.New Two-Line Desktop Search Ad Form...
Microsoft Announces Private Search, New Ad Units, Paid & Organic Social Integrations & More via @sejournal, @hoffman8

Microsoft Announces Private Search, New Ad Units, Paid & Organic Social Integrations & More via @sejournal, @hoffman8

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Microsoft unveiled several new features and technologies at Microsoft Advertising Elevate. In addition to new ad units, the announcement included new tools and technologies that are noteworthy even for businesses that aren’t currently advertising with Microsoft, such as private search technology and an upcoming small business hub with paid and organic social integrations.Private Search For Microsoft Bing APIMicrosoft is now empowering publishers to give consumers more options for privacy-first experiences. This feature is specifically designed for their search partner network, and is currently being used by Duck Duck Go.Private Search is hosted on Azure with a setup that incorporates a private search proxy between the private search site or app and Microsoft Bing’s private search API. Thi...
5 Tips for Managing PPC After the Coronavirus Outbreak via @sejournal, @LisaRocksSEM

5 Tips for Managing PPC After the Coronavirus Outbreak via @sejournal, @LisaRocksSEM

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Advertisers must be poised to roll with the punches in an unpredictable world.With businesses reopening across the United States and the world in varying states of managing the pandemic, it’s more important than ever that your PPC campaigns and targeting are on point.Here are five tips to help manage your paid search campaigns as the world gradually recovers from the Coronavirus.1. Pivot to Normal-ishAs COVID-19 vaccinations are being rolled out in many countries, guidance is changing constantly on everything from social gathering groups to organized sports to how we engage in our office buildings.Various bans and restrictions lifting means consumers will be eager to get outside and re-engage.Whether that will be the same as pre-pandemic is yet to be seen, but certainly, it will be a slow...
Experts Share Their Tips As Google’s Insights Page Rolls Out Globally via @sejournal, @hoffman8

Experts Share Their Tips As Google’s Insights Page Rolls Out Globally via @sejournal, @hoffman8

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Google Ads’ Insights Page has officially rolled out to all advertisers globally. The Insights Page was initially launched in November 2020 as a beta.What Is the Insights Page?Google’s Insights Page is designed to help advertisers stay on top of consumer search behavior and to act on those trends.The Insight Page is customized with data specific to the advertisers’ account and includes trending data alongside recommendations data that suggests actions that the advertiser take in lieu of these trends.With the Insights Page, advertisers can look at overarching search trends to monitor rising or falling demand, including seasonal trends.Advertisers can dig deeper into search trends by monitoring the specific terms within that category that are driving volume. Advertisers can filter by geograp...
Google Ads Conversion Updates: Global Site Tag to Set First-Party Cookie; GMP to Model Conversions in Europe via @sejournal, @hoffman8

Google Ads Conversion Updates: Global Site Tag to Set First-Party Cookie; GMP to Model Conversions in Europe via @sejournal, @hoffman8

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Starting in May, Google Ads will be setting a first-party cookie with a new identifier through the Global site tag as well as Google Tag Manager. As a first-party cookie, it will be unique and limited to users of a specific site.Why The Change to Begin Setting a First-Party Cookie?Google has made it clear that they’re taking steps toward protecting privacy, which means a heavier reliance on first-party data. With changes on the horizon for the way that folks are tracked, first-party data is more valuable than ever.AdvertisementContinue Reading BelowIn effort to create more opportunities for solutions that build on first-party data, Google has announced that they’ll be updating the global site tag and the Google Tag Manager to set a same-site cookie on advertisers’ web domains to help impr...
Google’s “Project Bernanke” Favors Google Over Other Advertisers via @sejournal, @hoffman8

Google’s “Project Bernanke” Favors Google Over Other Advertisers via @sejournal, @hoffman8

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In a recent anti-trust case, it has been alleged that Google has been giving their own ads an unfair advantage within the Google Display Network in a program called “Project Bernanke”.What is Project Bernanke and How Do We Know About It?In their recent filing as part of an ongoing anti-trust lawsuit, Google, presumably accidentally, uploaded documents to the court’s public docket that weren’t redacted. The Wall Street Journal saw the documents before a judge allowed them to refile the redacted documents.AdvertisementContinue Reading BelowIn those initial documents, Google identified a program known as “Project Bernanke”, in which the documents detailed how Google used data from past auctions on their platform to create advantages for their own media buying.The Anti-Trust Lawsuit & Pro...
10 Tips for Cleaning up After a Google Ads Account Takeover via @sejournal, @beyondthepaid

10 Tips for Cleaning up After a Google Ads Account Takeover via @sejournal, @beyondthepaid

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Review Billing & Account Access FirstReview Account & Campaign SettingsReview Match Type DistributionReview Keyword Quality ScoresCheck the Number of Keywords Per Ad GroupCheck How Many Ads Per Ad GroupReview Audiences and Remarketing ListsAudit Tracking Codes on the WebsiteReview Naming Conventions and LabelsDevelop a List of Quick Wins for Your ClientCongratulations, you’ve landed a new Google Ads account! You’ve closed the sale and are ready to dig in.Your very first step for cleaning up after a Google Ads account takeover should be a thorough audit of the account.Perhaps you even performed a quick audit during the sales process, if the client was kind enough to give you access.Realistically, though, most clients will restrict access until the contract with the new agency is si...
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