PPC Blog

End-of-Year PPC Surprises, Proposals and Omissions

Over all the years I’ve been running my PPC agency, I’ve noticed something about this time of year: weird things come up.

And by weird I mean (1) good/bad surprises, (2) indecent proposals and (3) blinding omissions.

How clients choose to deal with these surprises, proposals and omissions can have a huge influence over how they’ll finish the year, and how strongly they’ll start the next one.

PPC surprises

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Three PPC Scare Tactics to Send You Running for the Hills

If you’re like most business owners or marketing managers, your email inbox is overflowing with unsolicited offers.

And among the deals on pseudo-designer handbags and long lost “relatives” wanting to will you their fortune (upon receipt of a small deposit), you may have also received unsolicited emails from PPC agencies.

While some of these emails may be professional and legitimate, others rely on fear-based tactics to win your business. And that’s not only problematic, it’s also unethical.

So what should you look for in these unsolicited emails (and occasional phone calls) to separate PPC scam artists from professionals you can trust?

In Pauline Jakober’s recent article in Search Engine Land, she details three tactics less-than-professional PPC agencies use to foster doubt and fear in unsuspecting business owners and marketing managers—tactics that should send you running for the hills.

PPC scare tactics

Our PPC Wish List for 2017

Last year, as 2015 drew to a close, we posted a wish list for Google. And this year, we’ve decided to continue the practice—not because we got everything we wished for, but because we’ve compiled a whole new list of wishes!

Before we start, let me state—for the record—that we know we have it pretty good with Google. We’re the first to say AdWords is a solid tool. And the good folks at Google are usually pretty responsive to our inquiries.

But at the same time, that doesn’t mean there isn’t room for improvement.

PPC wish list

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PPC Functions and Tools For Which We Give Thanks

With Thanksgiving just around the corner, now’s the perfect time to pause and reflect on the many things for which we PPC pros are grateful.

Because while we sometimes long for new product features or complain about annoying trends, the truth is we PPCers have a lot to be grateful for—especially when it comes to PPC account management.

Therefore, in the spirit of gratitude, the team at Group Twenty Seven has compiled a list of the many PPC-related things for which we give thanks.

PPC functions and tools

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How to Make Your Search Ads Stand Out From the Crowd

Even a cursory examination of search ads reveals the obvious: aside from the occasional outlier, most search ads look pretty much the same.

But why is that?

Sure, marketers have to abide by ad structure and text limits as set by AdWords and other advertising services. But that still leaves lots of room for eye-catching strategic messaging.

The secret to taking search ads out of the “this is how we’ve always done it” box is to do some research BEFORE your marketing team puts pen to paper (or, in this case, fingers to keyboard).

In her recent column in Search Engine Land, Pauline Jakober describes how understanding business needs and audience desires can help marketers create stand-out-from-the-crowd search ads.

search ads

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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Nothing is Scarier Than Wasted PPC Ad Spend

A jump in ad spend that’s not accompanied by a jump is sales is a scary, scary thing.

So how do PPC pros solve the case of the mysteriously disappearing ad spend?

Usually, the best place to start is by checking your search queries. But if everything looks in line, then you need to expand your investigation.

Fortunately, the super sleuths at Group Twenty Seven have cracked this case many times. And in her most recent Search Engine Land column, Pauline Jakober details the “who done it?” behind three common PPC ad spend mysteries.

PPC ad spend

What to Do When a Partner Advertises Your Brand Name

Recently, a client called us and pointed out, with some dismay, that a partner was using the client’s branded product name in its PPC advertising.

Understandably, our client wanted to know—is the partner allowed to do that?

And the answer (as it often is in PPC) is this: it depends.

brand name

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What SEM Tools Are PPC Pros Using?

Ask a PPC manager the secret to his/her success and at some point the topic of tools will come up.

Tools are critically important in PPC because they give us the data (and productivity improvements) we need to drive strategy and work efficiently.

Recently, Pauline Jakober was invited to speak at SMX East in New York and, as it happens, she was able to take in a session on this exact topic.

In her latest column in Search Engine Land, Pauline gives us a quick recap of the SMX session “Updating Your SEM Toolbox,” including a list of the PPC tools that speakers Brad Geddes, Sahil Jain and Daniel Gilbert recommend.

PPC toolbox

 

We’re Big Fans of AdWords New PPC Bid Adjustments—And Here’s Why

If you’re a PPC pro, you’re probably aware of AdWords’ recent changes to PPC bid adjustments. With this change, users can now set up separate bid adjustments for all device types, including mobile, desktop and tablet.

AdWords also upped the max bid adjustment percentage, from +300 percent to +900 percent.

You can read the AdWords announcement here.

From our perspective, this is a big move in the right direction.

Why? Because as PPC pros, we’re always looking for more data and more control. And this change gives us both.

(Cue silent, yet vigorous, fist pump.)

PPC bid adjustment

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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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