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Generate more B2B leads from your PPC campaigns by leveraging hyper-personalization, ABM, video and interactive content and AI automation. B2B lead generation through paid search is constantly evolving. Today’s effective PPC strategies differ from previous years. B2B marketers must adapt and zero in on: Hyper-personalization using first-party data. Leveraging account-based marketing to target high-intent audiences….
Google’s plan for IP protection would give them a monopoly on location data and drive up costs for advertisers. Google is developing a two-hop proxy to enhance privacy for Chrome users, which has three big implications for advertisers: For ad location targeting, you’ll only have the option to target regions designated by Google, which won’t…
From maximizing ad space to utilizing features like ad pinning and ad experiments, learn how to optimize your RSAs for better results. While Google’s responsive search ads (RSAs) have come a long way from the simple text ads of the past, there are still plenty of opportunities to optimize and take your PPC performance to…
Avoid client-agency misalignment by following best practices on setting clear PPC expectations upfront and managing communications. Have you ever been in a situation where not everyone was on the same page? It happens often in the workplace and usually is caused by different expectations among stakeholders. Here are some ways to set and manage expectations…
Ads with poor Ad Strength could still perform well. But that doesn’t mean Ad Strength is not important, according to Google. Ad Strength is not a “major factor” that stops a keyword from going to auction, despite what some advertisers may believe. That’s according to Google Ads Liaison Ginny Marvin. Ad Strength. Responding to a…
Advertisers are concerned that Google is planning to force brands into entering competitor ad auctions. Google is trialing a new People Also Consider badge on ads served within branded search results. The label appears as a grey box positioned underneath the company name, logo and URL as demonstrated in the screenshot below: The feature is…
Strategies for running Performance Max campaigns in 2024, covering campaign structure, creative, budgeting and conversion tracking. When Performance Max first came onto the scene, it was a bit of a “Wild West” in testing and sentiment. Some were thrilled about the opportunity to access greater visual inventory without carving out a separate budget, while others…
The changes for 2024 have been designed to boost the quality of product information in both paid and organic Shopping listings. Google’s product data specification requirements guarantee that all product data submitted to the Merchant Center is formatted correctly to optimize success for both Shopping ads and organic Shopping listings. Each year, the search giant…
The groundbreaking partnership implies Google’s robots could begin creating ads for world-leading brands like Coca-Cola. The world’s biggest advertising group announced a major collaboration with Google that will see it utilize Gemini AI to help produce its ads, including: Ad narration. Voiceover script generation. Product image creation. The landmark partnership with WPP means that Google’s…
Practical tips for incorporating generative AI into PPC copywriting, keyword research, account structure building and audience analysis. Google leads AI advertising with machine learning integrated across ad campaigns and types. Even with manual workarounds, results tend to suffer without the help of AI-driven algorithms. Without AI assistance for PPC bidding and creative decisions, your conversion…