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Monitor your PPC competitors, analyze their ad strategies and leverage insights to optimize your campaigns and post-click experiences. Knowing what is going on with your PPC efforts is as important as knowing what your competitors are doing. Monitoring your competitors’ activities can help you capitalize on their weaknesses, draw inspiration from their strengths and identify…
Google Ads will begin phasing out enhanced CPC in October with the goal of transitioning all remaining campaigns to manual CPC by March 2025. Google Ads will phase out the option to use enhanced cost-per-click (eCPC) for new Search and Display campaigns starting in October. Key dates: October: eCPC option removed for new campaigns. March…
Enhance your audience research strategy with insights into pre-build, mid-flight and post-campaign analysis for Google Ads. Paid search isn’t generally at the top of marketers’ minds when they think about audience planning, but it’s a vital part of all campaigns. Though paid search is a “pull” instead of a “push” marketing channel, there are still…
Reimagine your Google Ads with a focus on audience targeting. Learn how a strategic overhaul can optimize your ad performance and budget. Product-focused, keyword-only campaigns are a common type of campaign used in Google Ads. If you sell vintage T-shirts for women, you might set up standalone keyword campaigns based on the keyword “vintage T-shirts…
Learn how to use ChatGPT to level up your paid search efforts without sacrificing strategy, authenticity and creativity. Since ChatGPT came on the scene in late 2022, PPC marketers have a new way of using artificial intelligence. We use AI-powered platforms like ad engines, third-party management tools and copywriting software daily. With generative AI tools…
Learn essential testing methods to enhance your paid media campaign performance and outpace competitors in high-traffic seasons. We all love to take a little time away from the grind during the slow season (which for many of us is right now), but smart PPC marketers are also using the time to get in the prime…
Two years of experiments reveal key findings on the best-performing bid strategies, keyword match types, campaign settings and more. For two years, my team ran 54 Google Ads experiments in one lead gen (non-ecommerce) account, testing various features, including: Bidding techniques. Keyword match types. Campaign setting adjustments. Ad copy changes. This article delves into those…
Everything you need to know about adjusting your PPC approach to seasonal shifts, from identifying trends to adjusting budgets and more. Black Friday, Christmas, Valentine’s Day – these aren’t just dates on a calendar; they’re golden opportunities for savvy marketers. A well-planned pay-per-click (PPC) strategy can mean the difference between riding the wave of seasonal…
This removal means you’ll need to adjust your fields by September, as several competitive metrics are now only available in Google Ads. Google Ads users no longer have access to Auction Insights fields in new data sources within Looker Studio. Existing data sources will lose this access on Sept. 23. Why we care. Auction Insights…
Dive into the impact of AI-powered search on search patterns and gain strategic insights to help your brand navigate these changes. The advent of large language models (LLMs) marks the most significant shift in the search experience since the rise of mobile technology. Google’s SERPs are evolving beyond the traditional 10 blue links, introducing AI…