If you’re treating LinkedIn Ads like Google Ads, it’s not going to work. This formula will. When it comes to LinkedIn Ads, I often hear: "We tried it. There was no performance. It's confusing and overwhelming. Why are we bothering?" Here’s the thing: LinkedIn Ads aren’t Google Ads. If …Read More
Why will people click on one ad — and not another? Obviously, lots of factors go into the decision. But one factor that’s essential is trust. If your ads look slightly “off” or a little bit suspicious, people are much less likely to click on them. When you unintentionally set …Read More
As a B2B marketer, you know customers won’t convert on the basis of a single text ad. This is especially true of our life science clients who develop and market complex lab equipment that they sell for five- to six-figures. With one of these clients, we work with two …Read More
The more real estate you can claim on Google search engine results pages (SERPs), the better. Generally, more real estate means more eyeballs—which could mean more clicks and sales. Local Service Ads are an underused way to claim more real estate on SERPs, especially when people search for your …Read More
So you have a big promotion planned, and you want to advertise it with Google Ads. What’s the best way to do it? For many advertisers, the one (and only) thing they’ll do is update the headline and/or body copy of their ads to draw attention to the sale. But …Read More
Bumper ads are easy to dismiss. After all, what can you possibly accomplish in just six seconds? As a result, some advertisers dismiss them out of hand. But they’re missing the point. Because bumper ads aren’t designed to be used in isolation. Combine them with other advertising, such as additional bumper ads …Read More
Lead forms have been around for a while in the Google advertising network, but when we first tested them in late 2019, we didn’t get great results. But the world of PPC changes fast. And given that we’re now halfway through 2020, we thought the time is ripe …Read More
Some advertisers struggle to create display advertising programs. Sometimes they don’t have the design expertise or capacity to create good-looking ads. And even when they do, they may not create every possible ad size or type. This is one of the reasons Google rolled out responsive display ads in 2016. …Read More
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 …Read More
Video advertising continues to grow in popularity. And indicators are that it still hasn’t reached saturation point. According to some studies, 87% of businesses use video as a marketing tool – up from 81% in 2018! But still, some advertisers hesitate. They worry about investing in video ads and …Read More
When businesses are new to video advertising, they often have a lot of questions. And one of the most common questions they ask is how they can achieve their video ad marketing goals. How can they use video advertising to build brand awareness? Reach a certain demographic? Target customers …Read More
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 …Read More
