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Guidance from our Digital Marketing Experts in Seattle
When it comes to Google advertising, the Google Search Partners Network is probably one of the more under-discussed tools it offers. Businesses and brands often wonder — with good reason — if the pros are worth it for the potential cons. After all, there is a certain level of ambiguity to it, and there’s far less control over ad placement on Google Search Partners than on Google proper. This uncertainty is exacerbated by the fact that Google doesn’t give a full list of sites or apps within this network, meaning […]
In manual bidding you tell Google how much you’re willing to pay for each click, automated bidding adjusts bids on your behalf to optimize for your goals. Automated bids are tweaked by Google in response to their performance and other insights, which in theory should make them more efficient. Within the automated bidding category is the further optimized Smart Bidding option. This is an automated bid setting that optimizes specifically for conversions or conversion value — that means it’s more specialized and better-suited to some goals, but you shouldn’t use […]
We’ve talked a lot about Google Ad extensions at Fujisan — today, we’re gonna dive into sitelink extensions. Sitelinks are a type of extension that create additional links you can include in your PPC ads. For example, if a user falls upon a sitelink on your PPC ad and clicks on it, they will be taken to a specific part of your website. Let’s dive in: More about sitelinks, identifying them, and why to use them Sitelinks appear as additional links on your Google ad right below your description text. […]
It’s easy, with how everything feels online now, to forget that the vast majority of purchases are still made offline. You’d be forgiven for feeling like everything is happening online, but the reality is that still over 80% of purchases in this country are in-person. So then why does so much of the online advertising sphere seem to talk like the offline world straight up doesn’t exist anymore? If that’s you, one of the first steps to “un-forgetting” the real world — and how to include it in your digital […]
When designing your ad campaigns, it can be easy to overlook your attribution model. After all, many people running ads don’t even really know what an attribution model is. Of course, it could slip under the radar! There are six attribution models available for Google Ads, and each one is a different way of deciding which ad (or ads) get “credit” for when a user converts. Obviously, each user doesn’t fill out a survey saying “this ad made me buy your product more than this other ad,” so the attribution […]
Negative keywords are in some ways exactly what they sound like. If normal keywords are those you want to rank for, negative keywords are the ones about which you tell Google “Don’t you dare.” In more normal wording, they’re search terms you wish to be explicitly excluded from your ads campaign. While your campaigns can sometimes do perfectly fine without negative keywords, there is almost always a way you can tighten up your results and improve efficiency with them. And for some business or product types, they can make a […]
UTM stands for urchin tracking module, and is a parameter that shows you how a user came to arrive on a landing page. These modules can tell you the site from which the traffic came, what part of the ad or which kind of ad a user clicked on, the type of link or campaign that brought them there, ad group, and more. To implement them, you’ll come across fields like… The tracking template and final URL suffix fields — what are they? These are the places you’ll find within the […]
If your business sells things, you’ve probably familiarized yourself with Google Shopping. This is a campaign type available to advertisers through Performance Max, Google’s new(-ish), more automated ad campaign platform that was rolled out in 2020. With Google Shopping, you can sell products online by having chosen ones appear in searches throughout Google’s realm like search results, YouTube, or Maps. You can also use Shopping to drive in-store purchases if you have a brick-and-mortar store depending on your goals. With that in mind, there are a few tips we like […]
As we’ve covered recently, universal Google Analytics is going away July 1 of 2023. This means, if you haven’t already begun preparing, you need to do so ASAP. With that in mind as you migrate to the new GA4 that’s replacing it, here are some key metrics we recommend tracking and changes to note in the new platform. (Image Source: roastmylandingpage.com) A reminder of what’s changing When moving to GA4, you’ll immediately notice that the whole interface is new. We empathize with the fact that a changing interface for anything […]
For businesses that provide a localized service in their community, the aptly-named Local Services Ads are an important aspect of their online advertising. These ads are a specific type shown to users searching for services within their region on Google. This could be home services like roofing and plumbing services, or professional services like local lawyers or bookkeepers. If your business falls under this category, Local Services Ads allow you to show in search results with text and a small graphic of your service. Alongside this, users will see the […]
