PPC Blog

Using Google Demographic Data to Optimize Your PPC Account

Recently, when Search Engine Journal asked me to predict what will happen in paid search in 2018, I pointed to audience targeting.

Here’s an excerpt:

Next year, I predict that Google will put more resources into audience targeting methods – especially on the Search Network — while, at the same time, advertisers will become increasingly sophisticated users of existing AdWords targeting options….

Advertisers will become more skilled at targeting their preferred audiences by … means such as demographic targeting. Most advertisers are well versed in location and device adjustments, but few of us are as well versed in the demographic targeting that was introduced in 2016.

Later, I was gratified to see I wasn’t the only one predicting a move in this direction.

Google demographic data

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New Job Position at Group Twenty Seven: PPC Account Manager

Group Twenty Seven is a boutique online advertising agency that’s run by a close-knit team of advertising professionals.

Our team is distributed geographically (with most located in Colorado and Massachusetts), but you wouldn’t know it from how we interact. We work together closely and collaboratively—and have a genuine fondness and respect for one another.

All of us are driven by the common goal of getting good results for our clients. If one team member needs extra help, other team members pitch in. We like our work and are focused on performing it smartly and efficiently. That’s just how we do it!

Job posting - PPC Account Manager

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Sharing Stories of Success: The ADworld Experience Conference

I’m delighted to announce that I’ve been invited to speak at the upcoming ADworld Experience Conference in Bologna, Italy!

ADworld Experience is a unique conference because it’s based on real-life pay per click and conversion rate optimization case studies.

It will run over two days: April 12 and 13.

ADworld Experience conference

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How to Write a Good PPC Text Ad

One paid search element that doesn’t always receive the attention it should is how to write a good PPC text ad. The importance of good paid search ad copy can’t be overstated. Even the most stellar PPC program can’t survive poorly written ads!

Yet writing these ads isn’t easy. You need them to accomplish a number of not-easy things, including grab the viewers’ attention, communicate your message clearly and get qualified prospects to click.

At the same time, you have to adhere to strict requirements and limitations, such character count limits.

Over the years, my team and I have gotten pretty good at writing PPC text ads. And in my latest Search Engine Land column, I share 15 tips for writing PPC text ads that will help your online ads soar!

PPC text ads

PPC Basics and Beyond

I’m somewhat hesitant to tackle the subject of PPC basics for new AdWords users. Because to do PPC well, you really have to step beyond the basics. But as soon as you do, things can get complicated really fast.

As a compromise, I’m going to discuss both in this article — the basics and what lies beyond.

PPC basics and beyond

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Your PPC Resolution for 2018: Keep Learning!

Paid search advertising is always changing. (Which is one of the things I love about it.) It takes a concerted effort to keep up with the times.

Paid search changes at such a rapid rate, in fact, that you have to look extra carefully at work experience. For example, if someone says, “I’ve worked in paid search advertising for 12 years,” that doesn’t tell me much. Sure, they might have excellent management experience and good contextual understanding of PPC advertising, but if they haven’t touch an AdWords account in the last two years, they would be woefully unprepared to directly manage an account.

PPC resolution for 2018

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Don’t Let Your Website Redesign Derail Your PPC Program

Is a website redesign good news for your PPC program? Well, yes and no.

It’s true that an updated, well-functioning website can give your PPC program a nice boost.

But it’s also true that the website redesign process can send your PPC program off the rails—at least temporarily.

In my recent article in Search Engine Land, I talk about where things can go wrong in website redesigns from a PPC perspective.

Because when you know where potential problems lie, you can take steps to avoid them when you can—and correct them quickly when you can’t.

website redesign and your PPC program

13 Reasons Why PPC Brand Bidding Is a No-Brainer

Among most paid search pros, PPC brand bidding is an accepted practice. Still, some clients (and maybe even some PPC pros), continue to resist it.

The most common reason I’ve encountered for not bidding on brand is the belief that organic will pick up the slack. Some will point to this 2013 eBay study that concludes bidding on brand is a big waste of money.

But that was four and a half years ago — a lifetime in this industry.

In the meantime, my experience begs to differ.

PPC brand bidding

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Our PPC Wish List for 2018

As has become our tradition at this time of year, we like to compile a wish list of the things we’d love to see in paid search in the new year.

Do we make this annual wish list because all our wishes come true? Sadly, no. But we haven’t given up hope that things will be different this year. (And we’re secretly hoping that Google someone will see our list and recognize the brilliancy of our ideas.)

So now, without further delay, here’s our wish list for 2018!

PPC wish list 2018

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How Useful is That “Free” External PPC Account Audit?

If you’re a business owner or marketing manager, you’ve probably been approached multiple times with offers of a “free” audit of your company’s paid search accounts.

You might be tempted to accept one of these offers. After all, what have you got to lose?

And you’re right, getting a free outside audit isn’t exactly high risk. But it’s not exactly free, either. Inevitably, you’ll have to spend some time making arrangements and reviewing the final report. (You can also expect a sales pitch once the report is submitted. In this case, “free” comes with strings.)

If you do decide to move forward with a free PPC account audit, it’s worth the extra effort to make sure the end product is useful. And as I outline in a recent Search Engine Land column, that means making sure your PPC auditor is asking the right questions.

Because if your external auditor doesn’t have a strong understanding of your business—and the context of your paid search strategy—he/she is basically flying blind.

And in the end, you’ll get what you paid for.

PPC account audit

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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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