Why the Path to PPC Success Is Rarely Straight via @GrpTwentySeven

Why the Path to PPC Success Is Rarely Straight via @GrpTwentySeven

Those of you who are PPC managers know that, often, you don’t get great PPC results straight out of the gate. And even if you do, you know there’s always room for improvement. Sometimes, getting great results is a long, iterative process of developing creative solutions, testing, and adjusting. We went through this recently with a new client. In this article, I will describe the process we went through – not just so you can see how we addressed specific challenges, but so you can also see the develop-test-adjust process in practice. A Meticulously Managed Account Late last year, we took over a new client PPC account that had been […]

7 Dos & Don’ts for Taking Charge of Your PPC Program (Again) via @GrpTwentySeven

7 Dos & Don’ts for Taking Charge of Your PPC Program (Again) via @GrpTwentySeven

Over the past weeks, we’ve seen major economic changes due to the coronavirus and associated lockdowns. Consequently, some companies are reluctantly letting go of their pay-per-click (PPC) marketing agencies and bringing those responsibilities back in-house. In other cases, companies are making cuts to their marketing teams and shuffling responsibility for PPC to other team members. Whatever the cause, many experienced marketers – who haven’t been hands on with PPC for many years – are now finding themselves with that responsibility again. These marketers are now scrambling to get back up to speed. If you find yourself in that situation, here are some dos and don’ts to help you get your […]

7 Signs Your PPC Program Is Being Mismanaged via @GrpTwentySeven

7 Signs Your PPC Program Is Being Mismanaged via @GrpTwentySeven

Most experienced PPC specialists will recognize the telltale signs of PPC mismanagement. But if you’re not a PPC professional – maybe you’re a business owner or marketing director – you might overlook those indicators. This is a problem because now, more than ever, it’s important that your PPC program is managed skillfully. You have to be careful in interpreting those indicators and not jump to conclusions. No one practice or setting can tell the whole tale. And maybe your PPC managers have a good explanation for the small anomalies you see. But when you see an accumulation of things in your account that are odd or even bizarre, you can […]

Do You Really Need to Translate Your Google Ads? via @GrpTwentySeven

Do You Really Need to Translate Your Google Ads? via @GrpTwentySeven

When you manage online advertising campaigns for companies with global reach, the following question inevitably arises: Do you really need to translate your Google Ads into local languages? In most cases, the answer is yes. Unfortunately (or perhaps fortunately!), Google Ads won’t automatically translate your ads for you. If you create an ad in English and then select Spanish as your target language, your ad remains in English – but it will target Spanish speakers. And unless those Spanish speakers also understand English, your English-language ad won’t get much traction. In my experience, CTR rates are consistently (and often substantially) higher when ads are written in the local language instead […]

6 Reasons to Run Responsive Display Ads (& 2 Reasons Not To) via @GrpTwentySeven

6 Reasons to Run Responsive Display Ads (& 2 Reasons Not To) via @GrpTwentySeven

Some advertisers struggle to create display advertising programs. Sometimes they don’t have the design expertise or capacity to create good-looking ads. And even when they do, they may not create every possible ad size or type. This is one of the reasons Google rolled out responsive display ads in 2016. It was a way to help out advertisers — and a way to potentially fill more ad placements. Since 2018, responsive display ads have been the default ad type for the GDN, and responsive display ads are something we use quite often for clients. And if you’re not using them for yourself or your clients, it might be time to […]

Do You Really Want a 100% Google Ads Optimization Score? via @GrpTwentySeven

Do You Really Want a 100% Google Ads Optimization Score? via @GrpTwentySeven

It isn’t unusual for companies to offer free online PPC analysis tools. So perhaps it isn’t surprising that Google itself got into that game in 2018. Google Ads has a built-in feature that provides users with an optimization score and recommendations to improve it. This sounds good in theory. But what would happen if you applied Google’s recommendations across the board? This question came up recently when a client came to us with a new goal. He wanted to get his Google Ads optimization score to 100%. This isn’t something we typically hear from clients. We cautioned him that we would need to go slow. His account has over 200 […]

4 Ways to Prepare for PPC in 2020 via @GrpTwentySeven

4 Ways to Prepare for PPC in 2020 via @GrpTwentySeven

For many of us, December is a less busy time of year. People go on vacation and business slows down. And as with many PPC marketers, I like to use this time to get caught up, regroup, and prepare for the coming year. You might consider doing the same. Because the strategies you put into place now can continue to pay dividends throughout 2020. If you’re not sure where to start, here are four suggestions for where to put your efforts. 1. Data Studio Google’s Data Studio is a way to directly connect your data sources to your reporting. It was rolled out in 2016. Since then, it’s only gotten better. […]

Is It Time to Give Google Ads Message Extensions Another Try? via @GrpTwentySeven

Is It Time to Give Google Ads Message Extensions Another Try? via @GrpTwentySeven

Google Ads message extensions were rolled out in October 2016 without a lot of fanfare. At the time, we assessed which of our clients would be a good fit for this kind of extension and approached those clients to see if they’d be willing to give message extensions a try. But many of them resisted – often with legitimate concerns. More recently, however, we’re taking another look at message extensions. Some additional features and options have been added since their initial rollout, making them more flexible and appealing. Still, I expect to hear many of the same objections. Therefore, I will use this article to review what message extensions are […]