The world of B2B digital marketing is always in a state of perpetual change, and 2023 was no exception. We had a lot to talk about! And so I committed myself to continue writing about our industry and sharing my insights based on the work we do at …Read More
With the holiday season upon us, it’s time to compile my annual wishlist of things I’d like to see in Google Ads and the digital marketing industry in the coming year. For this year’s wishlist, I have wishes for: Our industry Women in our industry B2B advertisers Google 1. My wish for the digital …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
If you’ve ever audited a Google Ads account, you know you’re likely to find a few obvious, and very correctable, issues—especially if you’re working from a checklist. Things like: Newer campaign types (such as PMax and Demand Gen campaigns) are missing important guardrails that could improve performance and …Read More
While my team usually works with enterprise B2B businesses these days, we still take on smaller clients occasionally. We enjoy these clients. Improvements can happen very quickly when the client is responsive, and it’s rewarding to see them succeed. Most of these clients started by managing their Google Ads …Read More
When your business is in the news or getting attention online somewhere, it’s an opportunity for PPC teams. If the publicity is good, you can use your Google Ads program to capitalize on it. If the publicity is bad, you can use your Google Ads program to respond to …Read More
As PPC pros, we’re trained to look for new ways to optimize our PPC programs. But in this quest, our natural bias is to focus on the big stuff, like revamping account structures or updating landing pages. These projects can make a real difference in performance but take time to …Read More
When a prospect clicks on your ad and is taken to your landing page, what’s a reasonable action to ask them to take? Thankfully, most marketers recognize that it's not reasonable to ask prospects to make a purchase just because they clicked on a single Google ad. This is …Read More
Every Google Ads manager, at some point, will forget to take Google Ads recommendations with a healthy dose of skepticism. Can you blame them? Log into the Google Ads platform and everything seems straightforward. The platform itself helpfully guides you and tells you what you need to do …Read More
Recently, one of my team members informed me that the new CFO of one of our clients isn’t a big fan of advertising. The gist of his argument is this: the company is going to get sales via its listing in organic search results. So why pay for …Read More
Last year was another busy one in the world of digital advertising, with lots of exciting changes on the horizon. For me, one of the highlights was speaking at the SMX Advanced conference in Berlin in September. I relished the opportunity to meet and converse with other like-minded …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
