PPC Blog: B2C

8 Important Ways to Qualify Your Paid Search Prospects

Recently, a client wanted to remove qualifying elements from their text ads on the Search Network. We had been using terms in their ad copy, such as “for corporate groups” and “for 50+ people” to help make our target audience clear.

However, the client started to feel that those qualifiers had become unnecessary. They wondered if we couldn’t make better use of that ad text space.

It’s true, we had been using those qualifiers for a long time—but for good reason. We felt that they were a critical part of turning away irrelevant ad clicks.

But the client wanted to test whether those qualifiers were still necessary, so we agreed.

qualify paid search clicks

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Don’t Bother With PPC If….

While we’re always happy to take on new clients, we’ve learned over the years that even the most brilliant PPC campaign can be scuttled when certain conditions aren’t met.

Fortunately, fixing these problems is within reach of most clients with a few resources and the right mindset.

But until then, proceed with caution. As a PPC agency, we don’t want to waste your time or budget. Which is why we sometimes decline to work with clients when these conditions aren’t met.

What are these problem areas you ask? The most common ones are as follows:

Don't bother with PPC if

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Watch Out for Google Ad Suggestions!

In April 2018, Google started implementing ad suggestions. Basically, these are ads that Google generates and “suggests” that you use.

The ads are developed using machine learning. They pull from prior campaigns for content, including ad headlines, descriptions, extensions and landing pages

Advertisers can review, edit and/or dismiss the ad suggestions. But if they don’t act within 14 days, the ads will be applied to their accounts automatically.

So if you’re not paying attention, you may find that ads you’ve never seen before are now live in your account!

Google ad suggestions

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Images in GDN Display Ads: Recent Findings

Like most other PPC pros, we’re continuing to test and experiment with the GDN as we come to grips with changes, such as the elimination of standard text ads and the roll out of responsive ads.

Some of these tests are planned. But some emerge organically as our clients put forth new ideas or new challenges arise.

This happened recently when one of our clients developed a new set of GDN display ads.

GDN display ads

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4 PPC Metrics That Get More Attention Than They Deserve

It’s not uncommon for people new to paid search to get overly focused on certain PPC metrics.

While I applaud their interest, I often find that those metrics—in isolation—aren’t terribly useful.

At the same time, I can understand the fascination with certain numbers. After all, it’s easier to focus on one or two highly visible numbers than more complex metrics that are harder to nail down.

And, sometimes, I think these metrics become a way to avoid taking a broader perspective and asking tougher questions.

Therefore, I’m going to use this post to describe a few metrics that get more attention than they deserve—and what you might want to focus on instead.

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Your PPC Resolution for 2018: Keep Learning!

Paid search advertising is always changing. (Which is one of the things I love about it.) It takes a concerted effort to keep up with the times.

Paid search changes at such a rapid rate, in fact, that you have to look extra carefully at work experience. For example, if someone says, “I’ve worked in paid search advertising for 12 years,” that doesn’t tell me much. Sure, they might have excellent management experience and good contextual understanding of PPC advertising, but if they haven’t touch an AdWords account in the last two years, they would be woefully unprepared to directly manage an account.

PPC resolution for 2018

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Our PPC Wish List for 2018

As has become our tradition at this time of year, we like to compile a wish list of the things we’d love to see in paid search in the new year.

Do we make this annual wish list because all our wishes come true? Sadly, no. But we haven’t given up hope that things will be different this year. (And we’re secretly hoping that Google someone will see our list and recognize the brilliancy of our ideas.)

So now, without further delay, here’s our wish list for 2018!

PPC wish list 2018

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PPC Functions and Tools We’re Grateful for in 2017

It’s hard to believe, but November is already here—and Thanksgiving is just around the corner! As has become our tradition at this time of year, we’d like to give thanks for some of the PPC functions and tools that make our job much easier—and garners better results for our clients.

PPC functions and tools

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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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It’s 10 o’clock… Do You Know Where Your Online Ads Are?

Not long ago, one of my clients asked me to make sure their paid search ads weren’t displaying on sites featuring hate, fake news or extremist views.

This is an entirely reasonable request, of course. Most advertisers don’t want their brand, products or services to be associated with these sites, especially in our current overheated political environment.

But actually, fulfilling such a request is not so easy.

online ads

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Matt Grimm, Ecommerce Director at Red Star Traders

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