PPC Blog: PPC strategy

Don’t Let Your Website Redesign Derail Your PPC Program

Is a website redesign good news for your PPC program? Well, yes and no.

It’s true that an updated, well-functioning website can give your PPC program a nice boost.

But it’s also true that the website redesign process can send your PPC program off the rails—at least temporarily.

In my recent article in Search Engine Land, I talk about where things can go wrong in website redesigns from a PPC perspective.

Because when you know where potential problems lie, you can take steps to avoid them when you can—and correct them quickly when you can’t.

website redesign and your PPC program

13 Reasons Why PPC Brand Bidding Is a No-Brainer

Among most paid search pros, PPC brand bidding is an accepted practice. Still, some clients (and maybe even some PPC pros), continue to resist it.

The most common reason I’ve encountered for not bidding on brand is the belief that organic will pick up the slack. Some will point to this 2013 eBay study that concludes bidding on brand is a big waste of money.

But that was four and a half years ago — a lifetime in this industry.

In the meantime, my experience begs to differ.

PPC brand bidding

Continue reading »

4 Common Misconceptions That Lead to Unfortunate PPC Breakups

Relationships are hard. And your company’s relationship with PPC is no different.

You and your marketing team may give PPC your best shot — but still not get the results you expect.

Ultimately, you become frustrated with paid search and decide to break off your on-again, off-again relationship.

But, as with personal relationships, sometimes these breakups are based on misunderstandings. Only after you gain some distance — and more knowledge — do you realize you might have been too hasty in your decision.

PPC breakups

Continue reading »

How to Compete When CPCs are Sky High

In some industries, such as law, insurance, medical coding and education, the cost of online ad clicks are through the roof. In these areas, companies pay on average $50 per click. And clicks costing $200 or more are not unusual!

If you don’t have the deep pockets of the big brands, is it possible for you to compete when prices are so high?

The answer is yes. And you do it by bringing down costs where you can and making sure that every click counts.

To find out more, check out my latest column in Search Engine Land: “Beat High-Cost Paid Search Clicks by Sweating the Details.”

When CPCs are sky high

How Your Small Company Can Compete Against Big-Brand Advertisers in PPC

It isn’t easy to compete against big brand advertisers in PPC. They have deep pockets, large in-house marketing teams, and contracts with high-priced ad agencies.

As a smaller competitor, you might conclude that the advertising playing field is simply too uneven to compete.

While you may not be in a position to buy full page print ads in national newspapers or produce commercials for TV, pay-per-click (PPC) marketing is a channel that still allows small advertisers to play on the same field – if they know how.

In this article, I’ll give you some tips on how to compete against big brands in paid search – using one anonymous advertiser as an example.

Competing against big-brand advertisers in PPC

Continue reading »

Are You Inadvertently Sabotaging Your PPC Programs?

Of course, you want only the best for your PPC programs. After all, you put a lot of time, effort and thought into them, and you expect good results in return.

But sometimes, without being aware of it, we employ certain strategies and tactics—or don’t employ certain strategies and tactics—that doom our PPC programs to failure.

In the course of working with business owners and marketing teams across a wide variety of industries, I’ve identified four missteps that can seriously undermine PPC programs.

As a result of these missteps, PPC campaigns can fail spectacularly. Or, more likely, they’ll lurch, sputter and fade into oblivion. But all of them will leave your team wondering… “Where did we go wrong?”

In my latest Search Engine Land column, I identify four ways in which you can inadvertently set up your PPC program up for failure—and what you should do instead.

PPC programs

On the Fence About PPC Marketing? Here Are 5 Reasons to Jump Off

Ask some B2B businesses why they’re not running PPC marketing campaigns, and they’ll give you a whole list of reasons.

They’re not convinced it’s necessary. Or they worry about not getting a positive return. They claim that they can’t saddle their overworked marketing teams with another layer of responsibility. And they’ve heard horror stories about companies losing a bundle thanks to a single botched AdWords setting.

These B2B businesses are wise to proceed with caution. After all, when venturing into any new marketing channel, you need to do your due diligence.

But even with these reservations, the case for getting into PPC only grows stronger. And today, it’s a marketing channel that your B2B simply can no longer ignore.

PPC marketing

Continue reading »

When Google Automates PPC Branding and Messaging—Should We Worry?

If your clients are like ours, they take branding and messaging seriously. They dedicate a great deal of thought to the characteristics, values and attributes they want to communicate to their audience.

And as their trusted PPC agency, we work hard to make sure that our clients’ branding and messaging decisions are reflected in their paid search advertising.

Which is why two recent Google AdWords initiatives have me worried:

  1. Responsive ads
  1. “Ads by AdWords.”

Both of these initiatives continue Google’s slow march to automating the ad creation process—a march that circumvents the careful control of branding and messaging that our clients rightfully insist on.

Learn more about Google’s troubling move into branding and messaging in my recent Search Engine Land column.

PPC branding

PPC Advertising for Universities: What You Need to Know

Over the years, Group Twenty Seven has run PPC advertising campaigns on behalf of several institutions of higher learning. And along the way, we’ve been schooled in the right way (and the wrong way!) of running paid search campaigns in the education vertical.

Whether you’re an in house marketer at a university, college or other education institution—or a PPC marketing agency working on their behalf—you’ll want to check out the many “dos” and “don’ts” of PPC advertising for universities, as detailed in my recent column in Search Engine Land.

PPC advertising for universities

End-of-Year PPC Surprises, Proposals and Omissions

Over all the years I’ve been running my PPC agency, I’ve noticed something about this time of year: weird things come up.

And by weird I mean (1) good/bad surprises, (2) indecent proposals and (3) blinding omissions.

How clients choose to deal with these surprises, proposals and omissions can have a huge influence over how they’ll finish the year, and how strongly they’ll start the next one.

PPC surprises

Continue reading »

Ready to improve your PPC return?Contact us

“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

More testimonials