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Guidance from our Digital Marketing Experts in Seattle
Google’s Performance Max campaigns are becoming an increasingly present part of the online marketing ecosystem as more businesses use them to work alongside their traditional search campaigns. When you’re working with Performance Max, you’ll be segmenting ads into different asset groups. These are essentially the component parts of what can make up your ads — headlines, images, URLs, audiences, videos (in certain cases), other copy, and so on — which are thematically related and can be arranged in different ways and formats depending on the platform on which they’re being […]
During an election year, advertising spending cumulatively goes through the roof due to the massive increase in political advertising. We often tend to associate this with more traditional advertising methods — like television, for example — as well as in-person campaign events. In the contemporary digital age, however, this means a lot of advertising that’s, well, exactly that. You surely notice the uptick in digital political ads every two and four years yourself, whether on YouTube, social media, or elsewhere. In 2024, Axios projects political spending to be up over 30% […]
When it comes to creating a sustainable customer base, Google Ads can be a critical asset. Along with being useful for growing your business, they’re perhaps even more valuable for driving new customers to a website who will, over time, provide a reliable foundation and the stability that comes with that. That being said, the quality of the site traffic from Google Ads isn’t a given. Depending on your campaign and the stage of business development you are in, that might be less big of a deal than for others, […]
Local Services Ads are a format that allows you to not just advertise on Google, but also, receive leads to your business from potential customers on these ads, either as phone calls or messages. This platform also comes with a Local Services Ads app through which you can reply to messages, track bookings, and manage leads (although we should mention that messaging is currently only available in the US and Canada). There are a few different types of Local Services: Google Screened ads are tailored for professional services firms in […]
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 […]
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 […]
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 […]
What is an ad schedule and why does it matter? While the general idea of a Google Ads ad schedule is self-evident, the specifics aren’t necessarily so. The most basic feature of the ad schedule is letting you control which time periods your ads are shown, but you can also use it to increase or decrease your bids for an ad during a set time. Say, for example, you’re finding that your ads are most successful on weekdays from three to five; in that scenario, you might want to decrease […]
When running search ads, it can be a bit tricky to decide which approaches will give you the best bang for your buck. The amount of options can be overwhelming, and you don’t want to waste your time, energy, money, and other resources on ad approaches that won’t give you the results you need. One tool that can be extremely useful and well-rounded is Google Ads’ “similar audiences,” which will help you not just increase your visibility, but increase it among users who are more likely than average to be […]
