PPC Blog: Google Ads

Is the Google Ads Partner Badge a Red Flag?

In the 10 years I’ve been running my business, never once has a prospective client asked if my agency is a Google Ads Partner.

Nonetheless, my team and I took it upon ourselves to become a Google Ads Partner (at the Premier level) anyway.

For a long time, becoming a Google Ads Partner was considered best practice. And it came with a few benefits, like having an assigned Google Ads rep and some additional Google training (if you were lucky).

Besides, meeting the requirements to become a Partner wasn’t onerous. So why not?

But recently, Google announced that it will be changing its Partner program by introducing new requirements. (UPDATE: Google recently announced that it will be pushing these changes to 2021.)

Which has many PPC pros alarmed.

Why? Because they essentially require Partners to put the goals of Google above the goals of their own clients.

Which has me wondering if the Google Ads Partner badge is now a red flag instead of a symbol of trust.

Google Ads Partner program

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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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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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Is It Time to Give Google Ads Message Extensions Another Try?

Google Ads message extensions were rolled out in October 2016 without a lot of fanfare.

At the time, we assessed which of our clients would be a good fit for this kind of extension and approached those clients to see if they’d be willing to give message extensions a try.

But many of them resisted – often with legitimate concerns.

More recently, however, we’re taking another look at message extensions.

Some additional features and options have been added since their initial rollout, making them more flexible and appealing.

Still, I expect to hear many of the same objections.

Therefore, I will use this article to review what message extensions are and address the most common concerns we hear.

Google Ads message extensions

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Google Ads Not Working for Your Small Brand? Try Something Different

Often, smaller companies struggle to compete in competitive markets where megabrands dominate.

When cost per clicks are sky high in Google Ads and competition is tough, it can be hard to elbow your way in.

But while it may be difficult, that doesn’t mean it’s impossible.

Sometimes, you just have to approach things more creatively.

In this article, I’ll share with you some of the strategies we’re seeing smaller companies use to get a leg up in markets that are dominated by larger players.

Google-Ads-Not-Working-for-Your-Small-Brand-Try-Something-Different

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PPC Functions and Tools We’re Grateful for in 2018

Thanksgiving is once again coming up soon! And as has become our tradition, my team and I like to use this time of year to reflect upon the many PPC functions and tools that make our jobs easier—and help us get excellent results for our clients.

This was an especially exciting year in PPC! We saw a lot of new features roll out as well as the rebranding of AdWords as Google Ads!

As a result, this year’s list consists of both long-loved tools—as well as some new favorites!

Continue reading to see which tools and functions made the cut this year.

PPC Functions and Tools We're Grateful For

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