PPC Blog: Paid Search Strategy

What You Should (& Should Not) Do with Your Sitelinks

Of the many functions available to us in Google Ads, one of my favorites is sitelinks.

Sitelinks are fantastic because they’re so effective and versatile.

Whether you want to promote low search volume themes, push lagging products out the door, maximize hot sellers, highlight certain product categories, answer common questions, or handle a PR problem – sitelinks can do it all.

But lately, I’ve been seeing more and more instances where advertisers are using sitelinks incorrectly – and they’re missing valuable opportunities.

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Should You Choose a Generalist or Specialist Marketing Agency?

When you decide to hire an outside marketing agency – either because you want to outsource your marketing entirely or supplement your existing in-house team – you’ll have a lot of decisions to make.

And one of the biggest will be whether to hire a generalist or specialist agency.

Let’s start by defining our terms: a generalist marketing agency is one that handles all kinds of marketing. These may include (but not be limited to):

  • Content creation and strategy
  • Social media management
  • SEO
  • SEM
  • Email marketing
  • Analytics
  • Media buying
  • Affiliate marketing.

A specialist agency, in contrast, will focus on only one of those channels. So they will do only SEO or only email marketing, for example.

So which should you choose?

Generalist or specialist marketing agency

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5 Ways to Build Your Brand With Google Ads

To my delight, more and more businesses are grasping the value of building their brand via Google Ads.

For too long, the emphasis has been on performance (“How many sales are we getting? How many leads?”) while ignoring the fact that brand building is a critical contributing factor to performance success.

Brand building is an investment in your company. Because, everything else being equal, prospective customers are more likely to buy a product or service from a brand that they know (or have at least heard of) as opposed to a brand they don’t know at all.

However, brand awareness doesn’t happen on its own. You need to put some of your budget behind it.

5 ways to build your brand with Google Ads

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Responsive Search Ads: They’re Not What You Think

When Google rolled out responsive search ads in 2018, they were met with skepticism and resistance by many PPC managers.

Responsive search ads were another instance of Google applying machine learning to the paid search management process — and this made some people nervous.

After all, many managers had had less than great experiences with Google’s other automated tools. And they worried that this tool wouldn’t be any different.

At Group Twenty Seven, we shared these concerns.

These concerns were confirmed when we tested responsive search ads and didn’t get the results we were hoping for.

But a couple of weeks ago, Google invited the Group Twenty Seven team to a customized training event, and responsive search ads were part of the discussion.

And in light of what we learned, we’ve started to reassess this ad type.

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Why You Shouldn’t Ignore Brand Awareness in PPC

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.

Brand awareness in PPC

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The PPC “Dirty Secret” That No One Talks About

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.

PPC "dirty" secrets

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Why You Can’t Build a Successful PPC Program in Just a Few Hours

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.

Build a successful PPC program

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Google Ads Not Working for Your Small Brand? Try Something Different

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.

Google-Ads-Not-Working-for-Your-Small-Brand-Try-Something-Different

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Why Do People Click on Paid Search Ads?

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.

why do people click on paid search ads

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A Rundown of Your Google Ads Automated Bid Options

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.

Google Ads automated bid options

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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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