PPC Blog

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.

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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.

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One of the most common complaints I hear about the Google Display Network (GDN) is that it’s a money hog.

And that can be true at times!

But then, the same can be said of any other ad network — if not approached carefully.

So there’s no need to avoid the GDN out of an abundance of caution.

But you should keep on top of account settings that can rack up your budget spend if you aren’t careful.

Which settings do you need to pay careful attention to?

In this article, I’ll highlight four settings that you should keep a close eye on to keep your GDN ad spend in check.

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Many of our clients ask us about Facebook advertising.

Mostly, they want to know which is the better platform for advertising, Google Ads or Facebook Ads.

For some reason, this question has been coming up more and more often lately. Perhaps it’s because Facebook has been in the news so much. (Which confirms the saying that there’s no such thing as bad publicity!)

Whatever the reason, it’s a hot topic of discussion.

As you probably know, at Group Twenty Seven we specialize in paid search advertising. We don’t offer advertising management services for Facebook.

However, that doesn’t mean we automatically disparage Facebook as an advertising platform.

In fact, if your advertising agency tries to tell you that paid search advertising is always better than Facebook advertising (or vice versa), then you should find yourself a new agency.

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It’s become a December tradition at Group Twenty Seven to compile and share a wish list of things we’d like to see in PPC for the coming year.

Sadly, we didn’t get everything we asked for in our 2017 PPC wish list or 2018 PPC wish list. But who knows… maybe this year will be different!

As usual, most of our wish list items relate to Google. This isn’t because we intend to pick on the company, but because Google so thoroughly dominates the paid search industry.

And for the record, we’d like to say that while our wish list is long, we know things could be a whole lot worse!

That said, here are our PPC wishes for 2019:

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PPC landing pages are something that many businesses struggle with.

While landing pages seem simple enough in theory, they often become less-than-ideal in practice.

One reason for this disconnect between intention and practice is that many different departments can get involved in landing page development — each with its own agenda.

Maybe product development wants to use the landing page to promote its cool new device.

Customer service wants to use the landing page to show off its beefy warranty plan.

IT wants to use its usual web template.

And legal wants to make sure that the company’s policies are front and center.

The list goes on and on.

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Thanksgiving is once again coming up soon! And as has become our tradition, my team and I like to use this time of year to reflect upon the many PPC functions and tools that make our jobs easier—and help us get excellent results for our clients.

This was an especially exciting year in PPC! We saw a lot of new features roll out as well as the rebranding of AdWords as Google Ads!

As a result, this year’s list consists of both long-loved tools—as well as some new favorites!

Continue reading to see which tools and functions made the cut this year.

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My last column talked about the ins and outs of Google Ads bidding. If you haven’t seen that column yet, give it a read before proceeding. It has some important tips to get you started with automated bidding.

This column will focus specifically on Google Ads automated bid options.

Automated bidding sounds great in theory (“Everything’s done for you!”) but can be much more complex in reality.

Not only do you have to pick the right type of bidding strategy for your business goals, you also have to learn the nuances of each.

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For many PPC newbies (and even PPC pros!) Google Ads can be a scary place. Things can change and catch you by surprise, leaving you thoroughly spooked!

To help you avoid that kind of chilling situation, let me outline three changes that might scare you (and your wallet) if you’re not aware of them. 

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Of all of the technical aspects of PPC, none confounds both pros and novices more than bid strategy.

This is partly because there are so many bid strategy options in Google Ads, each with its own nuances.

Even when you think you understand how they work based on their descriptions, that doesn’t always translate into how they work in practice. As a result, you’re never entirely sure of your footing.

Therefore, in this article, I’m going to walk you through some of the basics of manual and automated Google Ads bidding. I’ll then give you some tips for moving into automated bidding when you’re ready.

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