PPC Blog: PPC strategy

Are You Inadvertently Sabotaging Your PPC Programs?

Of course, you want only the best for your PPC programs. After all, you put a lot of time, effort and thought into them, and you expect good results in return.

But sometimes, without being aware of it, we employ certain strategies and tactics—or don’t employ certain strategies and tactics—that doom our PPC programs to failure.

In the course of working with business owners and marketing teams across a wide variety of industries, I’ve identified four missteps that can seriously undermine PPC programs.

As a result of these missteps, PPC campaigns can fail spectacularly. Or, more likely, they’ll lurch, sputter and fade into oblivion. But all of them will leave your team wondering… “Where did we go wrong?”

In my latest Search Engine Land column, I identify four ways in which you can inadvertently set up your PPC program up for failure—and what you should do instead.

PPC programs

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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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

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

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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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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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

Getting Started With a PPC Agency Part 5: Account Structure and Strategy

In our most recent posts in this series, we described how we analyze new client accounts, including PPC account and conversion tracking audits.

All of this analysis culminates in this stage of the process, where we determine future account structure and strategy.

Why is PPC Account Structure So Important?

Good PPC account structure is critical because it impacts a number of factors, including:

  • Analysis. It’s much more difficult to figure out what’s working and what’s not in poorly structured accounts.
  • Optimization. When you finally figure out what’s working, poorly structured accounts may limit our ability to optimize.
  • Budgeting. Budgets are set at the campaign level. Budgeting is a challenge when campaigns contain an odd mash up of ad groups and keywords.
  • Quality score. Google values good organization. Poorly structured accounts may result in lower quality scores.

account structure and strategy

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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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