PPC Blog: B2C

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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FAQs About the GDN’s Responsive Ads

If you’ve been keeping up with the Google Display Network (GDN), then you’ve undoubtedly encountered AdWord’s new responsive ads.

As with any major AdWords change, our clients have had lots of questions about the new ad offering. And there seems to be a lot of confusion about the details.

Therefore, I’ll use this post to address some of the most common questions we’ve been asked.

responsive ad FAQs

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3 Embarrassing PPC Text Ad Mistakes—And How to Prevent Them

We’ve all been there. You’re doing some testing and you come across an error in your live PPC text ad. Maybe it has a typo. Maybe one of the ad extensions is out of date. Or maybe the extensions don’t fit with the headline and body.

Ugh!

Fortunately, you can take steps to minimize the chance of these embarrassing errors occurring. And thank goodness! Because few other aspects of your business are as visible to the world as text ads.

PPC text ad mistake

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Why You Should Use AdWords Labels in Your PPC Account

As a PPC agency, we’re accustomed to working with all kinds clients, from small family owned businesses to much, much larger international businesses. The biggest challenge for us, and for any PPC agency, is keeping on top of the very largest of these accounts. Some of them run hundreds of campaigns and, if you don’t know what you’re doing, these accounts can quickly get away from you.

In a recent blog post, I talked about some of the tools and strategies we use to manage these “monster” PPC accounts.

Only after that post went live did I realize I’d left out one of the most effective tools we use for keeping big accounts under control.

And that tool is AdWords labels.

AdWords labels

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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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3 Reasons Not to Rush Through PPC Implementation

When we land new clients, it’s not unusual for them to want to rush through PPC implementation. Often, they’ll have a big promotion or event coming up, and they need to get their campaigns live as soon as possible.

We understand this, of course. And we do everything we can to move things along quickly.

But at the same time, some problems are inherent in rushing into PPC too quickly. And these problems can impact not only your immediate results, but also cast a shadow over future results as well.

In this post, I outline the top three problems that can result from rushing into PPC.

PPC implementation

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Why We Bid on the Wrong PPC Keywords

When we’re running client PPC campaigns, it’s not unusual for clients to call us in a panic. They’ve spotted an online ad, and they think that we’ve made a mistake and used the wrong PPC keyword.

But it’s not a mistake. In fact, sometimes we purposefully bid on the “wrong” PPC keywords.

And when we explain our strategy to clients, they come to like these “mistakes” as much as we do.

Below, I’ll describe how it works.

wrong PPC keywords

 

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Tips for Keeping That Monster PPC Account Under Control

In childhood, monsters are something to fear. But if you grow up to be a PPC manager, you’ll come to LOVE monster accounts. You know the kind—accounts with hundreds of campaigns that, if not managed carefully, will take over the Empire State Building and eat Tokyo for breakfast.

But with a few controls in place, you can tame that PPC monster and produce some amazing results.

At Group Twenty Seven, we have two simple suggestions for keeping monster accounts from going rogue: Campaign naming conventions and campaign roadmaps.

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How to Use Expanded PPC Text Ads to Qualify Your B2B Clicks

When Google rolled out AdWords expanded PPC text ads, we immediately recognized the importance of using the expanded ad space strategically.

And one strategy you might consider is using the extra space to qualify your B2B clicks.

Now you might argue that you’re already qualifying your B2B clicks via your choice of keyword—and that’s true. However, most often, keywords alone aren’t enough. You’ll still end up with lots of clicks that don’t convert.

Fortunately, the additional space of expanded text ads gives you the room to get more specific on whom you’re targeting.

Qualify B2B Clicks

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Your PPC Manager Resolution for 2017: Stay Organized!

Being a successful PPC manager takes a lot of skill and knowledge. Not only do you need to be well versed in marketing, you also have to be an expert in the finer details of search marketing, including the many complexities of AdWords.

But there’s another skill PPC managers must have that’s often under appreciated: organizational skills.

Because even if you’ve memorized an entire bookcase of marketing texts and can set up AdWords campaigns in your sleep, if you can’t back those up with excellent organization and planning, then implementing what you know is going to be a major challenge.

So as we dive into 2017, make your it New Year’s resolution to stay organized!

PPC manager

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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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