PPC Blog: AdWords

PPC Functions and Tools For Which We Give Thanks

With Thanksgiving just around the corner, now’s the perfect time to pause and reflect on the many things for which we PPC pros are grateful.

Because while we sometimes long for new product features or complain about annoying trends, the truth is we PPCers have a lot to be grateful for—especially when it comes to PPC account management.

Therefore, in the spirit of gratitude, the team at Group Twenty Seven has compiled a list of the many PPC-related things for which we give thanks.

PPC functions and tools

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How to Make Your Search Ads Stand Out From the Crowd

Even a cursory examination of search ads reveals the obvious: aside from the occasional outlier, most search ads look pretty much the same.

But why is that?

Sure, marketers have to abide by ad structure and text limits as set by AdWords and other advertising services. But that still leaves lots of room for eye-catching strategic messaging.

The secret to taking search ads out of the “this is how we’ve always done it” box is to do some research BEFORE your marketing team puts pen to paper (or, in this case, fingers to keyboard).

In her recent column in Search Engine Land, Pauline Jakober describes how understanding business needs and audience desires can help marketers create stand-out-from-the-crowd search ads.

search ads

What to Do When a Partner Advertises Your Brand Name

Recently, a client called us and pointed out, with some dismay, that a partner was using the client’s branded product name in its PPC advertising.

Understandably, our client wanted to know—is the partner allowed to do that?

And the answer (as it often is in PPC) is this: it depends.

brand name

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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

The AdWords Error PPC Pros Need to Know About

One of the great things about working for a PPC agency is that you get to learn from, and share your expertise with, other likeminded PPC pros.

(And let’s face it, lengthy discussions of AdWords and PPC strategy doesn’t make for scintillating dinner party conversation. Thank goodness we have each other!)

And because all of us on the Group Twenty Seven team have our heads deep in paid search all the time, we sometimes uncover things in house marketing teams miss.

(And—in this case—something the engineers at Google AdWords missed!).

AdWords error

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Test Your Knowledge With Our AdWords Extensions Quiz

How well do you know AdWords extensions?

Not that long ago, that would have been a rather silly question. With only a few AdWords extensions to choose from, there wasn’t all that much to know.

But over the last few years, things have changed drastically. Today, AdWords gives PPC pros all kinds of extensions to choose from, making a deep understanding of them harder to achieve.

So just how comprehensive is your knowledge?

Find out today by taking Pauline Jakober’s AdWords extensions quiz—recently featured in Search Engine Land!

Work through these 20 online questions, and you’ll come away knowing if you’re an AdWords newbie or ultimate super user. (And you might even learn another thing or two in the process!)

adwords extensions

Getting Started With a PPC Agency Part 6: PPC Ad Messaging

In the previous post in our series about our client onboarding process, we talked about account structure and strategy.

With those pieces in place, we’re ready to move onto the next (and most visible) step in the process: PPC ad messaging.

As I mentioned in a recent Search Engine Land column, ad messaging used to be relatively simple. We figured out the product features and benefits to emphasize, wrote the text, and gave the client’s marketing team two or three options to choose from. And that was that!

PPC ad messaging

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Getting Started With a PPC Agency, Part 4: The Conversion Tracking Audit

In our post a couple weeks ago, we did a deep dive into our agency’s PPC audit process—a critical part of onboarding you and your marketing team as clients.

But there was one part of the audit process we didn’t cover in that post: conversion tracking.

In today’s post, we walk you and your marketing team through our conversion tracking audit process.

Why is Conversion Tracking So Important?

We admit it—conversion tracking audits aren’t the most fun part of our job. Walking through each conversion path, step-by-step, can be extremely tedious.

But we’re willing to do it because conversion tracking is critical to PPC campaign optimization and success.

conversion tracking

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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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