PPC Blog

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

Continue reading »

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

Continue reading »

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

Continue reading »

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

Continue reading »

The AdWords Change That Requires a Text Ad Rethink

If you’ve worked in PPC for any length of time, the combination 25-35-35 holds special meaning.

Why? Because it was the prescribed character limit for AdWords text ads.

But no longer.

In July, Google announced an expanded character count of 30-30-80 for text ads—giving PPC pros a lot more space to work with.

But while your marketing team might be tempted to simply throw in an extra headline and some additional text, your campaigns would benefit from a more considered approach.

In her latest column in Search Engine Land, Pauline Jakober shows us how to use this change to AdWords text ads more strategically.

AdWords text ads

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

Continue reading »

The New (Data-Packed) Way of Measuring PPC Ad Performance

If you missed the AdWords release notes on April 11, you might want to give it another look.

Because there was small one item in those notes that got us (and other PPC pros) very excited.

Under “New Sitelinks report in AdWords reporting section in GA,” Google announced that Analytics will now report on actual clicks on sitelinks leading to a website visit.

In other words, you can now see which individual sitelinks are performing on any given campaign, and how those sitelinks contribute to performance after a click to a website.

This is huge!

To learn more about this exciting new Google Analytics feature, and how you can use it to improve your PPC campaign performance, check out Pauline Jakober’s latest column in Search Engine Watch.

PPC ad performance

Ready to improve your PPC return?Contact us

“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

More testimonials