Tailoring your ad copy for different audiences is an essential part of any successful advertising campaign. Microsoft has announced their release of IF functions globally that will help advertisers easily tailor their ad copy based on device and audience. Using IF functions will allow you to customize a single ad in your account with different
Recently, I saw a tweet regarding the use of Title Case in PPC ads and questioned what other marketers were doing in their ads. Replies varied based on opinion and personal visual preferences, but no one had tested it out. Well, I have for two different clients. So, I’m publishing the results here to share
If you’re like me, anytime you need to make edits across a range of ads in Google you immediately open the Google Ads Editor. It’s been my go to tool for bulk edits for the last ten years. As the interface continues to become more advanced, I’ve started testing out bulk edits in the interface that
Google Ads has many features that allow you to set your ads to dynamically update based on parameters you choose. You might be familiar with keyword insertion or using the countdown feature for sales and special events, but that’s just the beginning. You can use ad customizers to update ads to include anything you’d like.
Google has slowly been improving their opportunities recommendations. They must be feeling pretty good about it, because they’re also starting to move those recommendations into the interface more aggressively. Behold this example I caught today: Please, Please, Please Add Responsive Search Ads Right there, at the top of the main content area, we see the
Half the reason I watch the Super Bowl is the commercials. They’re super expensive ($5.25 million for a 30-second spot in 2019) so you see some really awesome ads. This year Bud Light went all out with several commercials. One was a co-branded commercial with Game of Thrones where the Bud Knight is defeated in
In the past year or so, Facebook has been on a mission to increase transparency. One of their big pushes has been to show what ads an advertiser is running and who those ads are targeting. They just took that effort and turned it up to 11 with the launch of the Facebook Ads Library.
For many e-commerce websites, the holiday season is dominated by Black Friday and Cyber Monday. They spend months coming up with their offers and preparing how they’ll advertise those offers. There is a cult following for these deals and many websites catalog the “leaked” flyers for big sales. Then there is the last-minute push for
Over the past year I’ve had the chance to attend a few digital marketing conferences. In the spring I was at Pubcon Austin, SMX West, and HeroConf. I attended the SLCSEM Digital Marketing Conference in Salt Lake City in the summer and just returned from Pubcon Vegas this fall. I learned A LOT at these
Google tries very hard to educate advertisers on how they can improve their efforts on Google Ads. There is an entire section of the new Google Ads UI that shows various recommendations, some of which are getting pretty good and some of which aren’t as helpful. One of those suggestions is the optimization score, which