PPC Blog: PPC News

Sharing Stories of Success: The ADworld Experience Conference

I’m delighted to announce that I’ve been invited to speak at the upcoming ADworld Experience Conference in Bologna, Italy!

ADworld Experience is a unique conference because it’s based on real-life pay per click and conversion rate optimization case studies.

It will run over two days: April 12 and 13.

ADworld Experience conference

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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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Customize Your Ads With the New AdWords IF Function

Back in the days of AdWords standard text ad format, marketing teams and PPC agencies would commonly create mobile-preferred ads as a way of tailoring messaging for mobile users.

With the rollout of expanded text ads, we lost this “mobile preferred” option. With expanded text ads, messaging is the same across all devices. If we want to tailor our ads to mobile users, the best we can do (in expanded text ads) is assign a separate “mobile” landing page for them.

Outside of expanded text ads, we have a few workaround options, such as device-based ad customizers and building mobile-specific ad groups or campaigns.

AdWords IF function

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Online Ad Blocking Finally Gets Serious

For as long as online advertising has been with us, people have complained about its impact on user experience. Granted, ads have come a long way since the internet’s early days and aren’t nearly as obnoxious as they used to be (for the most part). But that said, you don’t have to look hard to find examples of bad online advertising.

What do I mean by bad online advertising? The industry group Coalition for Better Ads lists some of the most egregious examples:

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What SEM Tools Are PPC Pros Using?

Ask a PPC manager the secret to his/her success and at some point the topic of tools will come up.

Tools are critically important in PPC because they give us the data (and productivity improvements) we need to drive strategy and work efficiently.

Recently, Pauline Jakober was invited to speak at SMX East in New York and, as it happens, she was able to take in a session on this exact topic.

In her latest column in Search Engine Land, Pauline gives us a quick recap of the SMX session “Updating Your SEM Toolbox,” including a list of the PPC tools that speakers Brad Geddes, Sahil Jain and Daniel Gilbert recommend.

PPC toolbox


We’re Big Fans of AdWords New PPC Bid Adjustments—And Here’s Why

If you’re a PPC pro, you’re probably aware of AdWords’ recent changes to PPC bid adjustments. With this change, users can now set up separate bid adjustments for all device types, including mobile, desktop and tablet.

AdWords also upped the max bid adjustment percentage, from +300 percent to +900 percent.

You can read the AdWords announcement here.

From our perspective, this is a big move in the right direction.

Why? Because as PPC pros, we’re always looking for more data and more control. And this change gives us both.

(Cue silent, yet vigorous, fist pump.)

PPC bid adjustment

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The AdWords Change That Requires a Text Ad Rethink

If you’ve worked in PPC for any length of time, the combination 25-35-35 holds special meaning.

Why? Because it was the prescribed character limit for AdWords text ads.

But no longer.

In July, Google announced an expanded character count of 30-30-80 for text ads—giving PPC pros a lot more space to work with.

But while your marketing team might be tempted to simply throw in an extra headline and some additional text, your campaigns would benefit from a more considered approach.

In her latest column in Search Engine Land, Pauline Jakober shows us how to use this change to AdWords text ads more strategically.

AdWords text ads

The New (Data-Packed) Way of Measuring PPC Ad Performance

If you missed the AdWords release notes on April 11, you might want to give it another look.

Because there was small one item in those notes that got us (and other PPC pros) very excited.

Under “New Sitelinks report in AdWords reporting section in GA,” Google announced that Analytics will now report on actual clicks on sitelinks leading to a website visit.

In other words, you can now see which individual sitelinks are performing on any given campaign, and how those sitelinks contribute to performance after a click to a website.

This is huge!

To learn more about this exciting new Google Analytics feature, and how you can use it to improve your PPC campaign performance, check out Pauline Jakober’s latest column in Search Engine Watch.

PPC ad performance

AdWords Dynamic Structured Snippets: Thumbs Up or Down?

AdWords is constantly releasing new features — some of which we love — but this one has left us scratching our heads.

According to the latest announcement, AdWords is rolling out dynamic structured snippets, which automatically insert text into ads based on an algorithmic computation.

I don’t know about you, but we put way too much time into our ads to have some random text inserted; however, it’s still too soon to tell how this actually plays out and we have not seen an example yet — only one that Google gives here:

AdWords Dynamic Snippet

If you want to learn more about this update, head on over to my latest PPC column at Search Engine Watch for more.

AdWords New Data Freshness Update: Fresh Enough?

The team at Google AdWords recently announced an update on Google+ telling us of improved data freshness for search terms, geographic performance and automatic placement.


We like what we’ve heard about increased speed, though wouldn’t mind if Google took things a little bit further.
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