They take time. But they're a growth gold mine. I'm hearing it constantly: "Google Ads doesn't work anymore." I say: Google Ads works. Your strategy doesn't. If your entire Google Ads strategy consists of targeting brand and non-brand keywords, you're limiting growth. And if you've seen a decline in keywords …Read More
Over the past two weeks, I've been sharing the three biggest issues I found in high-stakes audits for B2B companies spending six and seven figures on ads. First, I talked about overreliance on Google reps. Then, I covered obsessing over keywords instead of customers. Today, I'm sharing the final …Read More
This past year, in addition to new client onboarding audits, I conducted three high-stakes audits for B2B companies spending six and seven figures per month on ads. Different industries and products. Different marketing teams. Different organizational structures. But all three had the same underlying problem: overreliance on the …Read More
When we talk about Google Ads optimization, we usually talk about optimizations you can make within your Google Ads account. So, we cover topics such as what campaign types to test, what settings to use, how to segment audiences, and any other tips and strategies that will help …Read More
Every year, it seems like THIS year will be the biggest year of change for PPC management, especially for B2B businesses. But this year, this claim is more than hyperbole. The growth in AI and a continued emphasis on data privacy are reverberating across our industry, leaving many advertisers …Read More
Many marketing leaders see Google advertising as a cost item rather than an investment in the business. This is especially true when Google Ads performance is sluggish. It’s only when their Google advertising leapfrogs in performance that they start to conceive of the value Google advertising can bring. Sadly, there’s …Read More
When most of us think of online advertising, we think of Google Ads. Or, if we’re talking retail and shopping, we might think of Amazon, Walmart, or Target ad buys. And, if you’re a B2B, you might think of Microsoft Ads and LinkedIn Advertising. And that just about covers it, …Read More
Using Google Ads to drive donations isn’t something you hear about a lot. In fact, I remember when the accepted advice was to never directly ask for donations in a search ad. How times have changed! Still, many nonprofits today still hesitate to launch digital advertising programs with paid …Read More
Why are some Google Ads programs successful and others aren’t? Why can some B2B companies use Google Ads to drive long-term growth, while others struggle to gain a foothold or see their once-productive programs peter out over time? In my 15 years of managing Group Twenty Seven, I’ve identified …Read More
In March, I spoke about the power of broad match to a room of PPC experts at the SMX (Search Marketing Expo) in Munich. I'll admit, I was anxious about the topic and how the audience would receive my largely pro-broad match talk. While many agencies use broad match and …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
