In my previous post, I shared some recommendations to help you determine if it’s time to expand to new ad channels. Key considerations should be your existing channel performance, your budget availability, and your goals for the year. If you’ve checked all these boxes, the next question to answer is: how exactly should you go about expanding to new channels?
This is the first post in a two-part series covering When & How to Expand to New PPC Ad Channels. Now more than ever, it’s important to diversify your paid advertising channels. With continuing changes in privacy laws, an increase in automation, ongoing pandemic effects, and regular introductions of new ad platforms, it’s important that
One of the most exciting things about being on the agency side of the digital marketing world is that we get the opportunity to work with brands and businesses with varying degrees of experience with PPC. This also means what’s needed from us in terms of guidance and execution could take a number of forms
If you’ve been in the PPC world long enough, you’ve heard some version of this question many times: “Can you predict how many conversions we’ll get from this campaign?” In this article, I’ll offer advice on how to answer the question, along with cautions to keep in mind along the way. Use Platform Projections with
Now that we’re more than halfway through 2020, there are some reports you can be running to identify high-level trends with (likely) a decent amount of data. 1. Long-term Search Query Analysis This is most certainly a part of your regular PPC analysis, but having 180+ days worth of data can be powerful in identifying
Many clients I work with regularly exhibit at tradeshows to promote their products. At these events, marketers have the opportunity to engage in person with decision makers and influencers at prospective companies. To get the most out of tradeshow sponsorships, brands should do everything they can to promote their presence in advance. PPC comes into
If you’re just dipping your toe in the Content Marketing pool, you’ll want to go back and read my previous post to help determine if this is a good strategy for your business. If you know it’s an initiative you want to test, you can use the first post to begin mapping out your strategy
This is the first of a two-part post on how to leverage content in your B2B PPC strategy. This first post will give more of a background on what content marketing is, how to choose the right content and goal setting. The second post will cover more of the nitty-gritty on how to leverage content