Blog
Guidance from our Digital Marketing Experts in Seattle
One of Google’s automated bidding strategies is target impression share (“IS” for short). It’s a strategy that’s often misunderstood and underutilized. Target IS has earned a reputation as being inefficient and subsequently too expensive, hence many SEM managers have come to view its algorithm with skepticism or at least apprehension. And while it’s always smart to not get too gung-ho about any one bidding and marketing approach — especially one that can be expensive — target IS can be very useful if you use it right. We’re here to go […]
When you’re running a paid search campaign for your business, there’s a lot of angles to take and factors to consider. Improving your campaign’s efficiency to reduce overall ad spend while improving results should always be in the back of your mind; one step to achieve that is through mining new keywords, either to add or negate. For this reason, we recommend that every marketer should be completing a search query report (SQR for short) at least twice a month! Today, we’ll talk you through why and how. First off: […]
To make sure your business’ online marketing efforts are bringing in the right results, you really have to have access to a baseline level of data. We’re not talking any creepy, big tech dystopian kind of stuff, but just some understanding about how internet users are interacting with your content, ads, etc. Towards that end, one tool that’s incredibly helpful is the UTM parameter. As a reminder, what are UTM parameters? If you haven’t read our original post on UTM parameters, you can check it out to get a deeper […]
What is call reporting and why does it matter? Businesses that most effectively generate leads tend to have multiple ways for a potential customer to contact them. Calling is just another touch point — but it’s also the quickest form of communication and, through extension, the most efficient. Call reporting is a mechanism that allows you as an advertiser to track phone calls received to a phone number of your choice. Specifically, you’re able to track duration, user location, and, if your Google account features multiple phone numbers, which of […]
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 […]
So, you’re getting involved in YouTube advertising. Good call! YouTube viewing hours per day, month, and year are so vast it’s hard for our human brains to comprehend. But there are some factors to this form of marketing you need to figure out along the way, too. Take, for example, campaign objectives. While campaign objectives are part of setting up ad campaigns on many platforms, YouTube has its own that come with different qualities. Plus, YouTube campaign objectives carry their own implications as to the different ads that should be […]
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 […]
If you’re working on marketing, whether as the owner of a small business or as part of a marketing department on a much larger team, you’re almost certainly using Google Ads. (And if not, get on it!) But while Google Ads itself is crucial to building your online visibility and increasing your business’ success, there’s ways its usability can be hindered. Enter Editor. What is Google Ads Editor and what are its features and benefits? Before we dive into it, Editor is a program you can connect to a Google […]
Google offers a lot of channels on which to advertise and settings you can play with to best achieve your campaign goals. But what if you want to coordinate a campaign that’s not limited to one channel, without dealing with tediously applying settings across so many broad approaches? Enter the newly-introduced Performance Max. What is Performance Max and how is it useful? Performance Max is a new campaign type from Google that’s based on your identifiable goals for a campaign. It gives you the ability to use all your Google […]
