It’s hard to believe, but 2022 is already winding down. Which means that B2B advertisers can take their feet off the gas and relax a bit, right? Unfortunately, not. Because these last few months of the year are a critical time in your Google Ads and LinkedIn advertising programs. This …Read More
I’ve been helping B2B businesses advertise with Google Ads for so long, I’m always a little surprised when I discover that not every B2B is already doing it. Once upon a time, B2Bs hesitated to advertise with Google because they didn’t see the value. But today, that objection …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
Back in the day, I loved cost-per-click (CPC) as a digital marketing metric. In fact, when I got my start in paid search marketing, I liked nothing more than showing clients how shaving a few pennies off their CPC lowered their overall cost. But CPC isn’t something we pay …Read More
I’ve heard rumblings here and there about how Google Ads automation is changing the role of PPC managers. So much automation exists within the Google Ads platform, say some folks, there’s little left for PPC managers to do. Automation does everything you need. I get this argument. Because it’s true …Read More
Performance Max campaigns make some of us feel anxious. Why? Because we feel uncomfortable letting go of any control and allowing Google machine learning to make decisions for us. I felt that way for a long time too. But over the last couple years, I’ve become convinced that living with …Read More
I recently met with a prospective life sciences B2B client that’s preparing to launch a new product. Their team had a plan in place to promote the product launch that included the usual suspects, such as trade shows and email marketing. However, the team was also interested in using …Read More
For years, Dynamic Search Ads (DSAs) have been a powerful tool in paid search marketing. Yet many advertisers still hesitate to use them. Why the resistance? Because advertisers don’t have as much control over DSAs as they do regular search ads. And that makes them feel uncomfortable. I totally understand the sentiment. …Read More
Many businesses won’t get professional help with their Google advertising until things go wrong. Sometimes it’s the result of the business owner rolling up their sleeves and giving themselves a crash course in Google advertising. Or sometimes it’s the result of the marketing manager giving an inexperienced junior marketer …Read More
Witnessing a significant drop in the performance of your Google Ads account can be scary. Especially when you have no idea why it’s happening. Unfortunately, unexpected drops in performance aren’t unusual in paid search marketing. Good performance is made up of many, many factors, and a change in any one …Read More
In a previous blog post, we dove into the topic of what it takes to scale your Google Ads program. In that article, we explored five of the top 13 factors necessary. They included: Open communication between client and agencyA baseline of faith and truthA focus on longer-term goalsAn open budgetInternational advertising. In …Read More
