It’s hard work getting a visitor to your website. Whether they come via organic search, in response to an email campaign or by a paid advertisement, it takes some real strategy and effort to get them there. But those are just the first steps. Most people need to be exposed to a product or service [...]
One of the key strategies of effective digital marketing has worked its way into American political discourse as we move into the election year of 2020. The tactic and the buzzword is “micro-targeting” and Google recently announced it would ban the use of this sort of audience segmentation for political advertising. The decision caused a [...]
Recently, I decided to run an outside of the box idea shopping feed test just to see if it would actually work. The customer has a product that is suitable for pets. It is their only SKU. I know... one product. It clearly is an infomercial play, they'd hit it out of the park. [...]
Automated advertising campaigns certainly aren’t new. Google launched Universal App Campaign in 2015 and then rolled out Smart Campaigns last year along with the rebranding from AdWords. Smart Campaigns automates audience targeting and also Ad creation (the advertiser supplies a few images). Smart campaigns are especially attractive to small businesses because they are easy to [...]
Realizing that visual content sells, Google Ads is incorporating its Shoppable Ads into Google Images search results. This a familiar concept to consumers who frequent Pinterest or Instagram or Houzz - various products in the ad will be “tagged” so that the brand and price will be displayed when a user hovers over the image. [...]
Since launching AdWords nearly two decades ago with just 350 advertisers, a lot has changed. In 2000, online searches were conducted exclusively on desktop, and now those searches are more likely to occur on a mobile device. In addition, today’s online users are more agile - jumping effortlessly from watching videos to making online transactions, [...]
Last fall, Google began providing advertisers with the ability to point mobile search text ads to Accelerated Mobile Pages (AMP). Now, Google is testing a lightning bolt label next to the description of some ads. This was reported in Search Engine Land by Third Door Media’s Ginny Marvin, and she shared the below screenshot: The [...]
As of the beginning of the year, Google has implemented some policy changes to the Google Ad Grants program. There is one policy change that is affecting account performance in a major way. The Maximize Conversions bidding strategy has finally given Google Ad Grant managers the opportunity to be a little more competitive with non [...]
periscopeUP makes your site more secure “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” When credited with this famous quote nearly 100 years ago, John Wanamaker wasn't faced with the abundance of digital channels marketers contemplate today. I'm sympathetic toward modern marketing leadership. They are responsible [...]
Get more clicks with periscopeUP Last time in (part 1) we talked about the importance of the relevancy between ad groups, keywords, and landing page. Giving like-minded keywords their own ad group to create a specific ad is a great way to earn good quality scores. Also a landing page that precisely [...]
