Steve discusses 6 things to consider when deploying an eCommerce Shopping Campaign starting with “Smart Shopping” Campaigns vs. Standard Shopping Campaign
Steve details 8 ingredients that should be present when developing high-performance search ad campaigns: a product marketing perspective; a strong keyword base, volume and CPC filtering; a semantically-based…
Do you want to convert your PPC auto recommendations to apply without your intervention? Would you like all your keywords to be converted to a broad match, including even the loose synonyms that you do not want? Well, that day has arrived – and you don’t even need to agree to it. If your ad campaign has started to falter
Responsive display ads first arrived as a new Beta display ad type in Google PPC display campaigns in 2018. Responsive…
When a lead is generated through advertising, the marketing process, or another source such as a face-to-face encounter, the lead is usually characterized as a prospective customer. At that point, the salesperson will designate that the prospect is “in the funnel”. This is only the start of transit of the lead through the imaginary “sales funnel”. The early funnel area is represented by the opening at the top, in the accompanying diagram.
Quality Score (QS) is a core mechanism in search engine ad platforms. Both Google Ads and Microsoft Advertising platforms use them. The platform assigns quality scores to each keyword in the campaign. Their workings are a bit opaque by design and can seem arbitrary at times.
Three years ago, we managed the majority of our campaigns using different types of manual bidding; sometimes extending that when there was enough conversion data to use “enhanced CPC” bidding.
But today, we design all of our clients’ campaigns with automated bidding as the planned outcome, once the campaign has run long enough to generate a conversion history (usually 2 to 6 weeks).