Performance Max is a goal-based PPC campaign type that allows digital marketers to access all of their Google Ads inventory from one campaign. The aim is to help advertisers boost conversions and increase engagement across Google’s’ channels; Search, Discover, Display etc. How does it work? PPC marketers can set their own conversion goals to be...
Evergreen PPC campaigns can run throughout the year without the need for constant updates and edits, but today we’re going to look at how to continue benefiting and driving leads from your evergreen PPC campaigns – for longer. An evergreen PPC ad should contain your core targeted keywords. These are keywords that are highly relevant/common...
A higher click-through rate can improve your quality score and lower your cost per click (CPC). But how can you improve your CTR without overspending on Google Ads? Firstly, what is click-through rate (CTR)? Your click-through rate or CTR is the ratio of clicks to impressions.An impression is gained when your PPC ad appears on...
PPC is an increasingly competitive channel, and to get the most of your ad budget, keeping up with trends is essential. New PPC trends are emerging all the time, and it can be difficult to identify the ones that are worth prioritising. So to save you the hassle, we’ve highlighted some key trends that will...
When creating a digital marketing strategy, you will need to consider the power of link-building and how it can supercharge a campaign. It’s likely you’ve heard a lot about link-building when it comes to SEO, but there is also a strong and important connection between link building and PPC marketing. We are going to explore...
First-party data is, in short, a type of data or information you collect from your own sources, instead of someone else’s. This data is generally collected through your owned digital channels, which can make it more reliable, and issue-free in terms of privacy rights and complaints. With an increase in automation within PPC marketing campaigns,...
Whilst automation can simplify PPC campaign management, save marketers time, improve measurement capabilities and more, there are some potential downfalls, but only if it is not managed properly. A mistake that PPC marketers make is becoming overly dependent on automation; which could in turn minimise results and profit. We’re going to highlight some of the...
Pay per click is an ever-changing and developing channel, with one key upcoming change being the loss of the third-party cookie. Third-party cookies will soon be retiring across online marketing channels, so it’s important that advertisers are ready for the change. For a number of years, brands of all sizes have been using third-party cookies...
A Google Ads audit is the process of taking a close look at your current Google campaigns to identify and evaluate their performance. A detailed and well-executed audit will help you to spot any minor or major issues, identify areas for improvement, and provide you with a clear picture of how effective your paid ads...
Without the right PPC marketing tools, essential tasks including bid adjustments, updating ad copy and gathering key data for reporting could take up valuable time. Luckily, there are many online tools available to ensure there is less time spent on those tasks. In this post, we are going to go over our recommended automation tools...