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Guidance from our Digital Marketing Experts in Seattle
As a marketer, you’re probably already putting work into search advertising to get your brand in front of eyeballs. What you might not be doing, however, is bidding to put your brand in front of eyes that are already looking for you. It does initially sound kind of silly — if someone already wants to find you for free, why put money towards that? Well, here’s why: Brand keywords and why bidding on them benefits you As the name suggests, brand keywords are just words and names associated with your […]
One of the fundamental maintenance tasks for a search marketer is checking up on your search term reports. If you’ve been doing this for a while (2014 or earlier, to be exact), you might also know them by their predecessor’s name of search query reports, or SQRs. At Fujisan, we also understand that a big part of this is one of the most nuanced, “human” tasks we do; that is, deciphering the intent behind people’s searches. In a world where so much is based on automation and algorithms, this is […]
In this age, when it comes to selling your work, it’s reallyhard to be successful without using Facebook or Instagram. And actually, according to market research, just over half of Facebook and Instagram users have purchased items they saw while scrolling and seeing a product catalog. So, let’s talk about this product catalog. What is it and why do you need it? Well, first, let’s address what it is: your Facebook catalog is where your information is stored regarding the products you’re advertising on Facebook, or on Instagram. So, basically, […]
As a business owner, you’re probably well-versed in advertising online with help from many different platforms. If you’re like most, the one you’re most familiar with is probably Google Ads. However, here is the latest scoop, Google is part-way through transitioning its Ads users towards an upgraded version of its platform, called Performance Max. This might not be so much of a secret, as you may have already noticed your own local campaigns might have recently upgraded automatically to performance max during August and September, which was precisely when Google […]
We’ve discussed A/B testing before, but if you’re unfamiliar, it’s essentially a fancy name for a controlled experiment to test specific variables related to your site, ads, or other components of your online presence. Examples of variables you might test (albeit one at a time with other variables controlled for, because we’re scientific here) include ad creative such as copy or design, audiences whom you’re targeting, timing of ads, and loads of others. The category of ad can get especially granular, with specifics you can test including (but not limited […]
There’s a reason ad extensions are ubiquitous on search ads — utilizing them is widely considered a best practice. They are, simply put, endorsed by everyone who knows what they’re talking about. Generally speaking, the primary goal of ad extensions is to improve ad visibility and the customer experience, both of which subsequently improve your conversion rates. While there are many available extensions, in this piece we’re going to focus on image extensions. So to start… What exactly are image extensions and what do they do for you? At their […]
Just like always, Google’s never standing still. The casualty this time: expanded text ads. Coming soon, new expanded text ads will be a thing of the past. What’s the timeline, and what does it matter? Let’s check it out. What’s happening and why? Starting June 30th, 2022, you’ll no longer be able to create new expanded text ads or edit old ones on Google. This doesn’t mean you can’t use them at all — old expanded text ads can still be served from your account, but you won’t be able […]
When running a PPC campaign, you have no shortage of bidding options. You can bid manually or with automatic settings; if you go the latter route, your options are for maximum conversions, maximum conversion value, maximum clicks, or target impression share. Today, we’re going to go over how maximum clicks can help you. What exactly is max clicks auto bidding? For starters, max clicks are an automated bidding strategy that sets out to generate — as the name suggests — the most amount of clicks for you within your given […]
Every year, we see shifts in advertising strategies on Facebook based on their constantly evolving features and ad manager updates. In 2021, one of the most significant of these was the iOS14 update that changed the way iPhone user data is tracked (or not tracked). This of course impacted ad results and targeting, and marketers had to adapt. Along with outside changes, Facebook — or should we say “Meta,” no matter how much we might all roll our eyes at that rebranding — and its subsidiaries continue to refine what […]
When it comes to PPC marketing, there are many aspects that go into an effective campaign. Alternatively, this also means there are many areas where, if not done right, your effectiveness can be reduced. Here we have some recommendations for approaches you can take to increase the efficiency of your PPC accounts. It pays to be lazy Seriously — your goal here is to not have to do extra work. This is of course because extra work is extra time, which is definitely avoidable. Furthermore, besides valuing getting “lazy” because […]
