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Guidance from our Digital Marketing Experts in Seattle
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 […]
A good landing page can make a world of difference for your marketing — for both good and bad. A poorly-designed landing page can work against otherwise impeccably put-together campaigns and, on the other end, a great landing page will effectively close on all the other marketing efforts you’ve put in. Here’s some of our thoughts on what a good landing page looks like and what it can do for you. How does a brand benefit from a great lead-generating landing page? The benefits of a good landing page will […]
While we in the digital marketing world love to talk about fancy metrics and all sorts of gobbledygook, the truth is that all those depend, in some form or another, on words. No matter the medium of your ads, they can’t generate anything without words. Obviously we can’t talk about every online ad medium all in one blog post, so today we’re gonna focus on PPC ad copy, why it matters, and how to get it right. Before we get to the copy — what kind of text ads do […]
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 […]
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: […]
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 […]
As a business in the 21st century, you’re online. Along with your work establishing an organic presence, a successful brand should also be investing in digital advertising. This includes search engine ads, which provide you with a handful of settings to play with. Among these are the match types — broad, broad modified, phrase and exact. All are great, but a common mistake is over-relying on phrase match. If you suspect you might do this — or just need to begin working on your search ads at all — we’ve […]
While programmatic display ads are a super useful component to online marketing, the act of getting them running can get kind of confusing. It doesn’t help that there’s a huge list of companies offering demand side platforms — DSPs, for short — to facilitate the application of display ads. There isn’t necessarily one “best” DSP, but there are a bunch of different ones with different features that are best-suited for different marketing scenarios. To help you decide which works best for you, here’s some of the top DSPs and what […]
When it comes to PPC, it’s not a matter of hitting some settings and then just assuming they’ll do the trick. Well, we suppose you could do that, but it’s probably not a great call. The problem is that PPC campaigns and the factors involved in their success (or lack thereof) are not static — the internet and advertising thereon can be somewhat fickle, plus it’s likely you won’t have all the specs of your campaign perfectly dialed in at first. Hence, to get the most out of a campaign, […]
