PPC Blog: Paid Search Strategy

Why the Path to PPC Success Is Rarely Straight

Those of you who are PPC managers know that, often, you don’t get great PPC results straight out of the gate.

And even if you do, you know there’s always room for improvement.

Sometimes, getting great results is a long, iterative process of developing creative solutions, testing, and adjusting.

We went through this recently with a new client.

In this article, I will describe the process we went through – not just so you can see how we addressed specific challenges, but so you can also see the develop-test-adjust process in practice.

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Scaling Back Your PPC Program? Here’s What You Need to Consider

It’s not uncommon for businesses to get excited about promoting new products or services through paid search advertising.

But sometimes, they forget they’ll need to either increase their advertising budget for this new endeavor – or re-allocate some of their existing budget.

Unfortunately, when you shift marketing budget from one area to another, you trigger a set of trade-offs.

And so, these businesses have to make some tough decisions. We had this happen recently with a client.

And today, I’ll use it as an example of some of the trade-offs you have to make when dedicating some of your existing budget to a new product launch.

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How to Get Your PPC Ad Messaging Right

Last week, a prospective client speculated that his previous advertising agency was using automation to create his ad messaging.

He reached this conclusion because his ad messaging never quite captured his business goals and/or spoke to his target audience.

And when he requested changes, the agency never applied them consistently.

So was his agency using automation? I can’t say for sure, but it seems likely.

After all, this prospective client was paying only $350 to $400 a month for account management. I don’t see how any agency could create spot-on messaging at that kind of rate.

Still, I understand his frustration. The agency should have been more open about their methods, and what he could expect to get in return for their fees.

Because there’s no escaping that really good messaging — messaging that speaks directly to your target market and accurately represents your brand — takes time and expertise to develop.

How to get your PPC ad messaging right

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Do You Really Need to Translate Your Google Ads?

When you manage online advertising campaigns for companies with global reach, the following question inevitably arises:

Do you really need to translate your Google Ads into local languages?

In most cases, the answer is yes.

Unfortunately (or perhaps fortunately!), Google Ads won’t automatically translate your ads for you.

If you create an ad in English and then select Spanish as your target language, your ad remains in English – but it will target Spanish speakers.

And unless those Spanish speakers also understand English, your English-language ad won’t get much traction.

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Go Beyond Keyword-Only Targeting in Paid Search Marketing

Some keywords garner so many clicks, you can quickly drain your budget if you use them.

So you (or your marketing team) might resort to the tactic of only running those ads for an hour or two a day.

I understand the problem. But limiting the amount of time you run these ads isn’t the best solution.

A better approach is to move beyond keywords and get more precise in your targeting.

Fortunately, Google Ads give us lots of options when it comes to audience targeting.

So many, in fact, that the choices can become overwhelming.

Therefore, I will use this blog post to show how you can move beyond keyword-only targeting with seven different audience targeting methods.

Go Beyond Keyword-Only Targeting in Paid Search Marketing

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Do You Really Want a 100% Google Ads Optimization Score?

It isn’t unusual for companies to offer free online PPC analysis tools.

So perhaps it isn’t surprising that Google itself got into that game in 2018.

Google Ads has a built-in feature that provides users with an optimization score and recommendations to improve it.

This sounds good in theory.

But what would happen if you applied Google’s recommendations across the board?

Google Ads optimization score

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3 PPC Fundamentals You Shouldn’t Overlook When Launching Google Ads Campaigns

By the time you become a PPC pro, you’ve probably launched hundreds of Google Ads campaigns.

But even with all this experience, you can sometimes overlook key PPC fundamentals in a rush to get ads live — or when grappling with Google Ads changes and updates.

And naturally, this kind of thing is even more likely to happen to PPC newbies.

In today’s article, I’m going to hit on three fundamentals for launching Google Ads campaigns that PPC pros sometimes overlook — and that PPC newbies might not be fully aware of.

Launching Google Ads campaigns

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A PPC Brand Awareness Resource Roundup

In the past few months, I’ve spent a lot of time thinking (and writing) on the topic of building brand awareness through PPC.

Why is this topic so often overlooked?

I suspect it’s partly because so many of us are focused on account performance.

Performance is important, of course. We’re all keenly interested in performance metrics, such as leads, conversions and sales.

But if your sole focus is performance — to the detriment of brand awareness — then you will lose opportunities, jeopardize long-term performance and even put the health of your entire business at risk.

Therefore, let me continue to bang the drum of brand awareness by recapping some of my most recent articles:

Brand awareness in PPC

 

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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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Matt Grimm, Ecommerce Director at Red Star Traders

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