PPC Blog: Paid Search Strategy

On the Fence About PPC Marketing? Here Are 5 Reasons to Jump Off

Ask some B2B businesses why they’re not running PPC marketing campaigns, and they’ll give you a whole list of reasons.

They’re not convinced it’s necessary. Or they worry about not getting a positive return. They claim that they can’t saddle their overworked marketing teams with another layer of responsibility. And they’ve heard horror stories about companies losing a bundle thanks to a single botched AdWords setting.

These B2B businesses are wise to proceed with caution. After all, when venturing into any new marketing channel, you need to do your due diligence.

But even with these reservations, the case for getting into PPC only grows stronger. And today, it’s a marketing channel that your B2B simply can no longer ignore.

PPC marketing

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Should Your B2B Business Give Up on the Google Search Network?

Let me say it up front: The Google Search Network may not be a good fit for all B2B businesses.

But before you and your marketing team give up on the Search Network entirely, there are some things you should explore first.

For starters, we sometimes find that failing B2B Search Network campaigns can be turned around with some simple adjustments—adjustments that seem obvious in retrospect but are easy to miss when you and your team are knee deep in the account.

Then, you have to consider exactly how expensive is “too expensive” when it comes to bidding on sought-after keywords.

And if you’re still not getting good results, then it might be time to consider some alternative approaches.

In my recent column in Search Engine Land, I expand on these ideas to prevent you and your marketing team from giving up too early on the Google Search Network.

Google Search Network

Creative GDN Strategies for Your B2B Business

As a boutique PPC marketing agency, we work with many B2B businesses. And while most B2B marketing teams are eager to grow their PPC campaigns on the Google Search Network, many are hesitant to wade into the Google Display Network (GDN).

Admittedly, the GDN has a mixed reputation. We’ve all heard horror stories of companies carelessly diving in and blowing a bundle with no tangible results.

But at the same time, there are good reasons for venturing into the GDN, such as:

  1. Lower click costs: Some of our clients pay $100 per click on the Search Network but only $2-3 per click on the GDN—and reach a lot more eyeballs in the process.
  2. Increase in brand presence: Having a good mix of GDN and remarketing campaigns can help with brand recognition and drive more targeted traffic to your website.
  3. Lift in Search Network performance: Time after time, we find that presence in the GDN results in mysterious improvements in Search Network performance.

GDN strategies

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When Google Automates PPC Branding and Messaging—Should We Worry?

If your clients are like ours, they take branding and messaging seriously. They dedicate a great deal of thought to the characteristics, values and attributes they want to communicate to their audience.

And as their trusted PPC agency, we work hard to make sure that our clients’ branding and messaging decisions are reflected in their paid search advertising.

Which is why two recent Google AdWords initiatives have me worried:

  1. Responsive ads
  1. “Ads by AdWords.”

Both of these initiatives continue Google’s slow march to automating the ad creation process—a march that circumvents the careful control of branding and messaging that our clients rightfully insist on.

Learn more about Google’s troubling move into branding and messaging in my recent Search Engine Land column.

PPC branding

How to Avoid an International PPC Incident

Nobody said that international diplomacy was easy. And that truth applies not only to politics but also international PPC.

Just when you’ve mastered the PPC campaigns of your U.S. headquartered client account, they give you authorization to implement campaigns for their international divisions.

Which is awesome! But also scary—especially if you haven’t crossed international PPC borders before.

In this post, I’ll give you four potential blunders to watch out for in international PPC—blunders that can unwittingly lead to an international PPC incident.

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PPC Advertising for Universities: What You Need to Know

Over the years, Group Twenty Seven has run PPC advertising campaigns on behalf of several institutions of higher learning. And along the way, we’ve been schooled in the right way (and the wrong way!) of running paid search campaigns in the education vertical.

Whether you’re an in house marketer at a university, college or other education institution—or a PPC marketing agency working on their behalf—you’ll want to check out the many “dos” and “don’ts” of PPC advertising for universities, as detailed in my recent column in Search Engine Land.

PPC advertising for universities

Sitelinks: The Swiss Army Knife of PPC

Behold the marvelous Swiss Army knife! If you’ve ever owned one of these amazing tools, you know how incredibly handy they are. With its many attachments, it’s like having a toolbox in your pocket!

You’re unlikely to ever need a Swiss army knife when marketing your products to consumers. But you’ll be happy to hear there’s a similarly handy tool for solving B2C marketing problems: the ever adaptable sitelinks.

But before we get to the many MacGyver-type uses of sitelinks, let’s quickly review what they are.

PPC tool

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7 Reasons Why You Should Bid on Brand for PPC

Business owners and marketing teams sometimes ask me whether they should bid on their own brand terms as part of their PPC campaigns.

In other words, if you’re Nike, do you only bid on “running shoes” (and similar terms), or do you also bid on “Nike”?

Whenever the question comes up, I have to pause. Not because I’m debating the answer, but because (as someone immersed in PPC) the answer seems so obvious to me that it’s hard to explain.

But at the same time, I get where the question is coming from.

bid on brand for PPC

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Propel Your Promos to New Levels With These Six PPC Tactics

Sometimes, PPC clients come to us with something special they want to promote.

It could be a new service they’re launching. Or excess product inventory they need to move. They could be holding a special event, running a contest or providing a limited time product incentive.

Whatever the “something special,” at Group Twenty Seven we’ve identified six PPC tactics that are especially good at garnering attention for these and other kinds of promotions.

In her recent Search Engine Watch article, Pauline Jakober delves into these six PPC tactics in more detail and describes how to apply them.
PPC tactics

Three Areas of Paid Search You Can’t Ignore in 2016

Last year, AdWords and other PPC advertising services rolled out an abundance of new features and methods. So many, in fact, it was sometimes hard to keep up!

But with the New Year upon us, now’s the perfect time to take a broader, second look at some easily overlooked PPC elements to make sure you’re making the most of them. In particular, you might want to draw your attention to your ad messaging strategy, the inclusion of video ads in campaigns and the use of remarketing lists for search ads.

In Pauline Jakober’s recent column in Search Engine Land, she dives into these three paid search areas in detail and explains why they’re so important.

Of course, these are only a small sample of the many avenues you can explore in paid search. If you really want to take your PPC campaigns to a new level this year, Pauline challenges readers to pick at least one new search tactic and test it. Who knows what you’ll discover!

PPC trends

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“Working with Group Twenty Seven has been tremendously valuable for our PPC goals. They are constantly bringing fresh ideas to the table and are focused on increasing our sales. The personal touch and flexibility they provide has made working with them not only a great experience, but also our ROI continues to grow. I have and will continue to refer the talented Group Twenty Seven!”

Matt Grimm, Ecommerce Director at Red Star Traders

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