PPC Blog

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

4 Common Misconceptions That Lead to Unfortunate PPC Breakups

Relationships are hard. And your company’s relationship with PPC is no different.

You and your marketing team may give PPC your best shot — but still not get the results you expect.

Ultimately, you become frustrated with paid search and decide to break off your on-again, off-again relationship.

But, as with personal relationships, sometimes these breakups are based on misunderstandings. Only after you gain some distance — and more knowledge — do you realize you might have been too hasty in your decision.

PPC breakups

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PPC Functions and Tools We’re Grateful for in 2017

It’s hard to believe, but November is already here—and Thanksgiving is just around the corner! As has become our tradition at this time of year, we’d like to give thanks for some of the PPC functions and tools that make our job much easier—and garners better results for our clients.

PPC functions and tools

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How to Compete When CPCs are Sky High

In some industries, such as law, insurance, medical coding and education, the cost of online ad clicks are through the roof. In these areas, companies pay on average $50 per click. And clicks costing $200 or more are not unusual!

If you don’t have the deep pockets of the big brands, is it possible for you to compete when prices are so high?

The answer is yes. And you do it by bringing down costs where you can and making sure that every click counts.

To find out more, check out my latest column in Search Engine Land: “Beat High-Cost Paid Search Clicks by Sweating the Details.”

When CPCs are sky high

How Your Small Company Can Compete Against Big-Brand Advertisers in PPC

It isn’t easy to compete against big brand advertisers in PPC. They have deep pockets, large in-house marketing teams, and contracts with high-priced ad agencies.

As a smaller competitor, you might conclude that the advertising playing field is simply too uneven to compete.

While you may not be in a position to buy full page print ads in national newspapers or produce commercials for TV, pay-per-click (PPC) marketing is a channel that still allows small advertisers to play on the same field – if they know how.

In this article, I’ll give you some tips on how to compete against big brands in paid search – using one anonymous advertiser as an example.

Competing against big-brand advertisers in PPC

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The Problem With Programmatic Advertising

I was interested to see a recent article in MarTech Today about how some major brands (Procter & Gamble in particular) are pushing back against programmatic advertising.

As stated in the article:

In the past year, major brands have called into question the notion that mass marketing necessitates a scattershot approach to digital advertising. Programmatic’s promise to deliver huge scale at cheap prices has brought to the forefront the tension between scale and vetted quality and transparency. Now stories of brands pulling back on programmatic with little to no downside for their businesses add a greater sense of urgency to addressing issues that have long plagued the ad tech industry.

programmatic advertising

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5 GDN Optimizations You Won’t Want to Miss

Most PPC pros spend the bulk of their time on the biggest “bang-for-your-buck” PPC campaign elements, such as account setup, settings, ad creative and strategies. And that makes sense.

However, it’s also worth their time to take a second, closer look at more subtle optimizations. These optimizations may not take accounts from “zero to hero,” but they can still add up to significant improvements.

In my August Search Engine Land column, I pointed out some of these smaller optimizations in the Search Network.

More recently, I used my September column to point out a few similar optimizations you can make in the GDN.

Fortunately, many of these optimizations don’t take a ton of time to implement. So when you find yourself with even a few moments to spare, I invite you to dive in!

GDN optimizations

Now Hiring: Google AdWords – Paid Search Advertising Associate!

Ready to take your career to the next level?

Group Twenty Seven is hiring a Google AdWords – Paid Search Advertising Associate.

We’re a boutique digital agency and Google AdWords Certified Partner specializing in the strategy and management of Google AdWords paid search and display campaigns.

We’re building our team! Group Twenty Seven is 100% distributed with most team members living in Colorado, Arizona and Massachusetts.

We’re looking for the ideal candidate to join our team and grow with our company in a paid search advertising associate role.

PPC Advertising Associate

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It’s 10 o’clock… Do You Know Where Your Online Ads Are?

Not long ago, one of my clients asked me to make sure their paid search ads weren’t displaying on sites featuring hate, fake news or extremist views.

This is an entirely reasonable request, of course. Most advertisers don’t want their brand, products or services to be associated with these sites, especially in our current overheated political environment.

But actually, fulfilling such a request is not so easy.

online ads

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Small AdWords Account Optimizations That Can Add Up

For many of us, summer is almost over (sigh.). You and your marketing team may already be looking ahead to a busy fall PPC season (especially if your business is in B2C).

But summer isn’t done yet. Don’t let the few remaining days and weeks go by without using the time to make a few adjustments to your AdWords account.

In my recent Search Engine Land column, I pointed out three ways to optimize your AdWords account this summer to get better results in the fall and the following year.

In isolation, none of these small changes will rocket your campaign performance forward. But together, they can add up to significant improvements.

AdWords account

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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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