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Guidance from our Digital Marketing Experts in Seattle
What’s changing about Google Ads Starting June 2021, Google’s updating their policy regarding advertising for healthcare and medicines. Already, pharmaceutical companies are only allowed to advertise prescription drugs in Canada, New Zealand, and the US, and they’re not allowed to advertise opioid prescription painkillers in any countries. The list of countries where they can advertise over-the-counter medications is larger, but still includes fewer countries than where you can’t advertise over-the-counter medicine. Similarly, online pharmacies have to be certified in order to run ads on Google. What will be new with […]
Also known as search IS, search impression share is a metric measuring the percentage of impressions your ads receive compared to their potential impression volume. The formula is naturally quite basic to calculate: impressions you get over total eligible impressions. (For simplicity’s sake, eligible impressions are pretty much just the possible amount of impressions you could’ve got.) Eligible impressions are determined by your targeting settings, approval status, and quality score. In today’s digital marketing since the retirement of the average position metric, impression share is now the metric used to […]
Today we’re taking a broad look at social media paid advertising and some principles that will set you up for success. First off, a primer: A first look at paid social programming Before the “why,” let’s clearly establish this: paid social media marketing is one of the most important tools you can use in your whole digital marketing toolbook. The standard practice is to have paid campaigns running on at least one platform a month. This is a straightforward way to both maintain a consistent level of activity funnelling towards […]
In search engine marketing, there’s a handful of extra steps you can take to get more out of your campaigns. These have the potential to really benefit your online goals. One of these tools is segmenting by audience types, which is a little extra effort for potentially a whole lot more for each cent you spend. Here’s why: Why leverage audiences in your search engine marketing? The one unifying reason to leverage audience types is the same as the reason for using many other search engine marketing tactics and tools: […]
As we’ve discussed before on the Fujisan blog, one of the important components of advertising with Google search ads is the different match types available to you. Applying a different match type to a keyword or string of keywords will alter which queries your ads will appear for. One of these match types is phrase match, and Google has a new update that’ll affect how it works. Today we’re gonna check that out: A quick rundown of what’s new As of February 2021, Google’s phrase match setting has begun to […]
Ah, Google. They have so many options for advertising, even just underneath the umbrella of “search ads.” Obviously, you have your basic search ads, but what about the other options that take search ads and pump them up a bit with new features? Well, today we’re here to talk about RSAs: Responsive Search Ads. A quick look at what they are and how they can spice things up Basically, RSAs are a search ad variant that combines Google’s machine learning and your own copy. This works by letting you plug […]
When someone hits “enter” on a search engine, what’s their purpose? Or at least, what’s their search’s purpose to them? Crucially, there is no one answer — so for Google, understanding the intention of someone’s search is the top priority. What does that mean for you? Consider the Chicken “How to make chicken.” If someone searches for that, the top results are for recipes. They’re blogs and videos, not brick-and-mortar businesses or products from an ecommerce site. That’s because Google knows that search is someone looking to learn, not buy. […]
A while back we gave a beginner’s overview on advertising on YouTube on the Fujisan blog. That piece included a quick look at the different ad types available, and recently we’ve been wanting to look at those closer. So today, we’re focusing on just that — the ad types and their uses and benefits. There are six choices when advertising on YouTube: Skippable in-stream ads Non-skippable in-stream ads Video discovery ads Bumper ads Outstream ads Masthead ads Let’s start at the beginning with the first. Skippable in-stream ads Example of […]
Use Waze? We’re gonna guess, for many of you, the answer is a resounding “yes.” A traffic navigation map, Waze’s crowdsourcing features add another layer on top of other, more basic map apps. Because of this, it’s a favorite tool for many people on their commute or for any travelling by motor. But Waze’ benefits aren’t limited to its users; it also can be an extremely helpful digital marketing tool for brick-and-mortar businesses. Why’s that? Let’s dive into it. What is Waze advertising and what are its benefits? In Waze, […]
It feels like Google is always changing something. With the sheer scope of what they do — all the different apps, programs, and tools — it makes sense that they’re never standing still. One of these aspects of Google that they update on occasion is their requirements for earning a Google Partner and Premier Google Partner badge. The next update is coming in 2021. Originally, this was planned for July 2020, but it ended up being pushed back due to COVID-19. So what does that mean? And, while we’re at […]
