One paid search element that doesn’t always receive the attention it should is how to write a good PPC text ad. The importance of good paid search ad copy can’t be overstated. Even the most stellar PPC program can’t survive poorly written ads! Yet writing these ads isn’t …Read More
I’m somewhat hesitant to tackle the subject of PPC basics for new AdWords users. Because to do PPC well, you really have to step beyond the basics. But as soon as you do, things can get complicated really fast. As a compromise, I’m going to discuss both in …Read More
We’ve all been there. You’re doing some testing and you come across an error in your live PPC text ad. Maybe it has a typo. Maybe one of the ad extensions is out of date. Or maybe the extensions don’t fit with the headline and body. Ugh! Fortunately, you …Read More
If you’ve ever exchanged gifts for Christmas, birthdays or any other special occasion, you’ll know the sinking feeling of receiving a present you’re not entirely sure you want. Which is also how you might feel if PPC responsibility has been “gifted” to you in addition to your other …Read More
In our series on getting started with a PPC agency, we've talked a number of times about the vital importance of PPC account structure. We've discussed how poor account structure is a red flag for other possible account problems. And how good account structure is critical for analysis, …Read More
It's that time of year again! A time when you can't open a news app or social media account without getting hit with an end-of-year top 10 list. "The top 10 movies of 2015!" "The top 10 fiction books!" "The top 10 grey tabby cat videos!" At Group Twenty …Read More
When news hit of the recent VW emissions scandal, you can be sure that the company's crisis management teams (both globally and in the U.S.) considered every possible means to respond to the backlash—including its PPC accounts. Yet smaller businesses (that don't have experienced crisis management teams in …Read More
Just because you’ve heard them doesn’t mean they’re true: “PPC will save us!” “Google knows best.” “All you have to do is set up your PPC account, then wait for the magic to happen!” You should put those tall tales in the same category as, “I’m not a frog. I’m a …Read More
"Why should I do PPC?" It's a question many businesses have wondered at one time or another. If you’ve never pursued online advertising in the form of PPC, also called pay per click and paid search, you might not know why you should choose it at all, …Read More
