PPC Blog: Paid Search Strategy

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

Continue reading »

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

Continue reading »

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

Continue reading »

Should Your B2B Business Give Up on the Google Search Network?

Let me say it up front: The Google Search Network may not be a good fit for all B2B businesses.

But before you and your marketing team give up on the Search Network entirely, there are some things you should explore first.

For starters, we sometimes find that failing B2B Search Network campaigns can be turned around with some simple adjustments—adjustments that seem obvious in retrospect but are easy to miss when you and your team are knee deep in the account.

Then, you have to consider exactly how expensive is “too expensive” when it comes to bidding on sought-after keywords.

And if you’re still not getting good results, then it might be time to consider some alternative approaches.

In my recent column in Search Engine Land, I expand on these ideas to prevent you and your marketing team from giving up too early on the Google Search Network.

Google Search Network

Creative GDN Strategies for Your B2B Business

As a boutique PPC marketing agency, we work with many B2B businesses. And while most B2B marketing teams are eager to grow their PPC campaigns on the Google Search Network, many are hesitant to wade into the Google Display Network (GDN).

Admittedly, the GDN has a mixed reputation. We’ve all heard horror stories of companies carelessly diving in and blowing a bundle with no tangible results.

But at the same time, there are good reasons for venturing into the GDN, such as:

  1. Lower click costs: Some of our clients pay $100 per click on the Search Network but only $2-3 per click on the GDN—and reach a lot more eyeballs in the process.
  2. Increase in brand presence: Having a good mix of GDN and remarketing campaigns can help with brand recognition and drive more targeted traffic to your website.
  3. Lift in Search Network performance: Time after time, we find that presence in the GDN results in mysterious improvements in Search Network performance.

GDN strategies

Continue reading »

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

How to Avoid an International PPC Incident

Nobody said that international diplomacy was easy. And that truth applies not only to politics but also international PPC.

Just when you’ve mastered the PPC campaigns of your U.S. headquartered client account, they give you authorization to implement campaigns for their international divisions.

Which is awesome! But also scary—especially if you haven’t crossed international PPC borders before.

In this post, I’ll give you four potential blunders to watch out for in international PPC—blunders that can unwittingly lead to an international PPC incident.

international PPC Continue reading »

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

Ready to improve your PPC return?Contact us

“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

More testimonials