PPC Blog

If you’ve never worked with a PPC agency before, you might wonder what to expect.

What questions will they ask? What will they want you to do?

And what can you do to make the relationship go more smoothly?

As the manager of a PPC agency, I like to think I have some insights into the client-agency relationship.

Here are six things you can expect from your new PPC agency.

Continue reading »

In my last article on this blog, I described how brand awareness in PPC is sometimes viewed as less important than PPC performance.

Unfortunately, too many companies put all their attention on the performance of their paid search campaigns — and undervalue their brand awareness campaigns.  

Which is unfortunate because brand awareness is often a major driver of performance!

Why is this the case? Because when your product or service is expensive and/or complex, you have to lay some foundation before you can get a conversion. You have to give potential customers the opportunity to get to know you and what you bring to the table.

Brand awareness lies at the heart of this kind of foundation building. But by the time you get to the end of your conversion process, you’re too busy celebrating to remember all of the groundwork that went before. So your performance campaigns take all the credit.

Therefore, in the first part of this blog post, I will highlight some of the metrics that will help you see how you’re doing with brand awareness.

In the second part, I’ll look at a real life example.

Continue reading »

When businesses are new to video advertising, they often have a lot of questions.

And one of the most common questions they ask is how they can achieve their video ad marketing goals.

How can they use video advertising to build brand awareness? Reach a certain demographic? Target customers of their main competitors?

Or maybe they just want to know how to get started.

As you might expect, the answers to these questions will vary.

This article will focus on five different goals you might have for your video advertising – and how you can achieve them.

Continue reading »

If you’ve spent time in the PPC world, you know that performance-based marketing gets all the attention.

After all, “performance” is what most clients want. They’re interested in PPC performance metrics, such as leads, revenue and ROI.

But some PPC pros have a dirty secret: We believe brand awareness is just as important! 

Allow me to use this blog post to explain why brand awareness doesn’t get the attention it deserves—and what can happen when you cut it.

Continue reading »

If you’re relatively new to PPC, you might not think much about website design.

Instead, your focus is more likely on things such as ad groups, ad messaging, and conversion tracking.

After all, what does the design of your website have to do with PPC performance anyway?

Quite a lot, actually.

It isn’t just about how your website looks.

It’s also about performance.

While getting qualified users to click on your ads is a crucial first step in any paid search program, everything that happens after that click is equally important.

And if users don’t like what they see or experience when they’re on your site or landing pages, then your PPC campaign performance will suffer.

This post will outline just some of the ways your website design can impact your PPC program.

Continue reading »

If you’ve ever watched videos on YouTube, you’ve most likely seen a video ad.

But for many advertisers, even seasoned ones, video ads can seem like a foreign country.

Therefore, when businesses ask us about video advertising — or if we suggest it to them — they often have lots of questions.

I will use this post to answer some of them.

Continue reading »

Recently, I came across a couple of online PPC guides that suggested you could get a PPC program up and running in just a few hours.

The argument goes like this: SEO takes time to ramp up. You aren’t going to get on the first page of Google overnight.

In contrast, you can launch a PPC program, throw up an ad, and have revenue coming in the door within just a few hours. Ka-ching!

If only it were that easy!

Unfortunately, this description completely misrepresents what it takes to build a successful PPC program.

Let’s take a closer look at this “you can build a PPC program in a few hours” argument to see what the reality is.

Continue reading »

For many companies, hiring a PPC agency is a big step into the unknown.

You’re not sure what to expect. And you might have some not-quite-accurate ideas about how the relationship will work.

We see this all the time with new clients. It’s why we have a formal onboarding process that helps us set expectations and answer client questions.

But even so, there are some things you should know even before you start looking for a PPC agency to hire.

I’ll use this post to outline four of them.

Continue reading »

Often, smaller companies struggle to compete in competitive markets where megabrands dominate.

When cost per clicks are sky high in Google Ads and competition is tough, it can be hard to elbow your way in.

But while it may be difficult, that doesn’t mean it’s impossible.

Sometimes, you just have to approach things more creatively.

In this article, I’ll share with you some of the strategies we’re seeing smaller companies use to get a leg up in markets that are dominated by larger players.

Continue reading »

At the heart of every paid search campaign lies the eternal question: Why do people click (or not click) on your paid search ads?

Is it because they recognize the brand that’s advertised? Is it because the ad includes the information they’re seeking?

Or is it simply that the ad is at the right place at the right time?

Figuring out why people click (or don’t click) has become increasingly difficult as ads become more complex.

After all, it wasn’t many years ago that text ads had one headline and a simple two line description.

Today, we have multiple headlines and descriptions available to us—not to mention a dozen extensions to mix and match.

Continue reading »