Why We do AdWords First
As a digital agency, it is common to have a client discussion that starts with this question: Where do we start? Ultimately the discussion leads to scarce marketing resources, AKA, money. Many clients believe that they should start with search engine optimization (SEO) and Social Media. The belief is that these are fast, free, and…
Click Fraud – Measuring the intent of a click
What is the cost of a click? It takes no effort for your finger to press that little button on your mouse, but it is what you click on where the dollars add up. For example, a single click on an ad could cost a plumber as much as $20. Depending on the location, amount…
Introduction to Word Wars
Introduction to Word Wars Your business is locked in mortal combat and it is a Word War. Like all wars, the winner will be the one that wins not just the battles but also hearts and minds of the people. Your weapons in this war are your words and how creatively and effectively you deploy…
The Days of Manual A/B Testing are (Essentially) Over
For years Google has been trying to leverage Artificial Intelligence within AdWords (now Google Ads). For the most part they have been trying to automate ad creation; first with Dynamic Search Ads, which started off terrible but got better as more controls were given. Then more recently, they introduced Automated Ad Suggestions which, to my…
The Art of Word War – Content Strategy
Content Strategy: Content strategy is where the worlds of search engine optimization (SEO) and web experience engineering collide and it’s a huge business opportunity. While this is a highly technical area it is the Executives of the business that MUST direct and control the strategy. This does not mean they need the technical skills to…
The Raise
Skynet + AdWords
Dear Saint Google 2017
Twas the night before Christmas, and all through the net not a disk drive was spinning, not even in the cloud. The ads were hung by the SERP with care in hopes that conversions soon would be there. The Keywords nestled all snug in their ad groups while visions of eligibility danced in their heads. When out on…
Don’t Let Your AdWords Be Eclipsed By The Eclipse
The nation’s attention is focused on the Solar Eclipse. This disruption, not only to the familiar patterns of the Sun, Earth and the Moon, also disrupts AdWords performance. For those that have keywords that match ‘eclipse’ but are unrelated to the event, we would expect a spike in Eclipse based searches. This creates a spike…
Display Network Do’s & Don’ts
The dictionary defines a double edged sword as “something that has or can have both favorable and unfavorable consequences.” Depending on how it’s utilized, the same could be said of the Display Network based on the settings that are in place. Today’s tip involves some do’s and don’ts to help give you the benefits of…