PPC Blog: B2C

PPC Functions and Tools We’re Grateful for in 2019

Once again, Thanksgiving is quickly approaching.

And in keeping with tradition, my team and I like to use Thanksgiving as an occasion to reflect and give thanks for the many PPC functions and tools that made our jobs easier this year.

Because when we can complete our work more easily, thoroughly and efficiently, it helps us deliver better results for our clients.

So without further ado, read on to see what we’re grateful for this past year. (And if you’re not using these functions or tools yourself, it might be time to give them a try.)

PPC functions and tools

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Brand Awareness is Your Insurance Policy Against Dirty Tricks in PPC

The paid search community was recently caught up in a flurry of tweets on the topic of a certain “dirty trick.”

The CEO of Basecamp, Jason Fried, complained that Google Ads allows competitors to bid on a company’s branded keywords (including his own). He claims that the practice is cowardly and nasty — and implied that it’s a dirty trick.

Fried is right in that Google does allow competitors to trigger ads with protected brand keywords. However, Google doesn’t allow advertisers to display competitors’ protected marks. (Hat tip to Marty Weintraub for the clear explanation.)

Dirty tricks in PPC

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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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Brand Versus Non-Brand Goals in PPC Campaigns

Many of my clients have questions about their PPC program goals.

Should they only set goals that are directly related to leads and sales?

Or should they also set goals that are related to brand building?

And if they’re doing well with leads and sales, wouldn’t it make sense to put all of their focus there?

Not necessarily.

When you consider the health of your PPC program (and your business overall), you need to take a balanced approach.

And to explain what I mean, I like to use financial portfolio management as a metaphor.

Brand Versus Non-Brand Goals in PPC Campaigns

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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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Answers to Your Top Video Ad Questions

If you’ve ever watched videos on YouTube, you’ve most likely seen a video ad.

But for many advertisers, even seasoned ones, video ads can seem like a foreign country.

Therefore, when businesses ask us about video advertising — or if we suggest it to them — they often have lots of questions.

I will use this post to answer some of them.

YouTube video ad questions

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4 Things You Should Know Before Hiring a PPC Agency

For many companies, hiring a PPC agency is a big step into the unknown.

You’re not sure what to expect. And you might have some not-quite-accurate ideas about how the relationship will work.

We see this all the time with new clients. It’s why we have a formal onboarding process that helps us set expectations and answer client questions.

But even so, there are some things you should know even before you start looking for a PPC agency to hire.

I’ll use this post to outline four of them.

Hiring a PPC Agency

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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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“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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