Posts in Paid Search (2)
Click Through Reads #2: More COVID-19 Updates and Opportunities

Here we are, the second week of Click Through Reads. A majority of you are probably reading this while wearing your “nice” loungewear, you know the stuff with no holes or stains that is good enough to socially distance at the grocery store and/or take video calls in.  While we continue to fight for quiet rooms in our residences to...

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Johanna Gumbrill
April 30, 2020
It's Free to Sell on Google Shopping - What Does This Mean for Shopping Ads?

Google announced it’s now free to sell on Google Shopping. The majority of the Google shopping tab will now be made up of free listings. This is great news for businesses to get product listings on the shopping tab and potentially get in front of new users. However, this doesn't mean you should stop running shopping ads! Check out...

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Johanna Gumbrill
April 24, 2020
Click Through Reads #1: Contextual Targeting and Covid-19 Ad Credits

We’ve been at it with our indelible Backlink Breaker series for awhile, and we’ve decided to officially launch the Paid Media equivalent. We’re lovingly calling it Click Through Reads. CTR? Get it? We’ll be sharing important paid media news and announcements weekly (schedule and news cycle permitting) to make sure we’re all up to...

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Tyler Jordan
April 23, 2020
3 Things to Help You Get Back Into Google Ads

Have you ever worked in paid advertising, then stopped for a bit to try something new, only to realize you enjoy paid advertising way more? That’s what I did, and once I began getting back into Google Ads, I realized how easy it was to forget a lot of things I learned. In my short three months away from paid search, my two years...

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Joanna Tran
April 15, 2020
Don't Waste Your Digital Marketing Budget

An Essential Three-Step Checklist for New Online Marketers and Small Businesses Creating your first digital marketing campaigns can be tedious and time consuming, but more than anything it can be terrifying. The moment you flip your campaigns live, money begins to flow out of your pocket. If you are not careful, you can spend it...

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Johanna Gumbrill
April 1, 2020
How to Succeed in This Time of Crisis

These are clearly exceptional times. With the spread of the CoronaVirus, those of us in the technology sector are staying home to work in numbers never before seen. The economy is slowing and people are starting to panic. In light of that, it’s important to remember what Henry Ford once said: "When everything seems to be going...

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Jonathan Svilar
March 18, 2020
Display Campaigns and Retargeting

We focus on running a dedicated retargeting display campaign and resume using the retargeting lists in our search campaigns, this is a crucial part of any Google Ads strategy.  For any product or service, retargeting takes on on the role of keeping your product in the consumer's consideration set long term. We create campaigns to...

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Tyler Jordan
November 19, 2019
Message testing philosophy

The goals of any ads are 2 fold: We want to serve an ad that catches the eye of our end user, and get the right kind of users to click We want to get users who are bad fits to self-select by not clicking Our initial testing philosophy for messaging is to determine which type of messaging works best for our product or service, so...

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Tyler Jordan
November 14, 2019
Time to Embrace Smart Shopping Ads?

A World of Pending Automation Automation. Smart Campaigns. These are things that we as digital marketers can no longer write off as Google and other platforms continue to push for AI to lead the way. It seems that in a few short years we will simply be campaign builders as AI takes over the optimization and strategy. Google claims...

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Johanna Gumbrill
November 7, 2019
SEM Messaging

There are two purposes of an ad: Get people to click Get people to take a desired action Google ads messaging and creative are becoming more and more important in the overall Google Ads ecosystem.  More has changed on this front since the start of 2019 than in the 10 years prior. Ad changes Expanded text ads or ETAs had included a...

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Tyler Jordan
November 5, 2019
Campaign Naming Conventions

Campaign naming seems like an unimportant, mundane concept, but it’s not.  In order to maintain clean reports and properly run messaging tests at scale, you need to be able to segment out different pieces of your performance in easy and repeatable ways.  We also need a campaign name that makes it easy to filter in the Google Ads...

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Tyler Jordan
October 29, 2019
Single keyword ad groups vs small keyword ad groups

Single keyword ad groups (SKAGs) were the standard that we used for years, but with the introduction of close variants in targeting they have become less relevant.  Since we use the Google Script to make exact match actually act like traditional exact match keywords, we still use single keyword ad groups on Alpha campaigns, so...

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Tyler Jordan
October 22, 2019
Google Ads evolved, The Alpha-Beta Process has to evolve too

Over the past year, Google Ads has changed more than it had over the past 10 years.  Expanded text ads launched with a third headline, and a second description line. Smart bidding has not only become a legitimate option, but has clearly become the heir apparent to CPC.  Dynamic search ads have really turned a corner and become...

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Tyler Jordan
October 15, 2019
SEM Account Glossary of Terms

To start off our SEM Key Concepts series, we’re going to cover the basics with a glossary of key terms every marketer should know. Let’s dive in: General SEM Account Terms Query/search term: This is the actual phrase written into the search engine by the user. “Flights to Jamaica” is a search term or query. Keyword: Marketers bid...

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Tyler Jordan
October 1, 2019
Writing Ad Copy for Adwords: The Technical Process

For the final post in our Google Ads 101 series, we’re going to cover our technical process for writing and uploading new ad copy. Check it out: Why? TEST NEW ADS. JDM improves account performance by testing new ads. How? 1. Write ad copy 2. Client approval 2. Build out the ads with existing keywords Skills 1. Excel concatenate...

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Claire Forgan
August 8, 2019
How to Build Keywords and New Ads

Today we’re going to tackle one of the fundamental tasks in running AdWords accounts: building keywords and new ads. Our process covers how to do this in bulk, for campaigns that are already running. Let’s dive in! Why? INCREASE TRAFFIC. As JDM creates new keywords, client ads are shown to more potential customers. The goal is not...

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Claire Forgan
August 1, 2019
How To Peform a Low Search Volume (LSV) Keyword Removal

Next up on our Google Ads 101 series: how to perform a Low Search Volume Keyword Removal. Let’s dive in! Why? REMOVE INEFFICIENT KEYWORDS. JDM deletes low search volume keywords because they are not beneficial to the account. How? 1. Download a keywords report 2. Isolate low search volume keywords End product:

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Claire Forgan
July 25, 2019
How to Perform a Callout Extension Analysis

Today we’re covering an important part of our Ad Words Reporting 101 series: How to Perform a Callout Extension Analysis. Let’s dive in! Why? INFORM. Keep clients up to date on which ad extensions are performing best and worst. DECIDE. Determine action plans based on observations. OPTIMIZE. Ultimately optimize account performance....

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Claire Forgan
July 16, 2019
How to Perform a Placement Analysis

In the next installment of our Ad Words Reporting 101 series: How to Perform a Placement Analysis. Let’s dive in! Why? INFORM. Keep clients up to date on where their ads are performing best and worst. DECIDE. Observe which are most and least successful and determine action plans. OPTIMIZE. Ultimately optimize account performance....

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Claire Forgan
July 11, 2019
How to Perform a Sitelinks Extension Analysis

Today we’re covering an important part of our Ad Words Reporting 101 series: How to Perform a Sitelinks Extension Analysis. Let’s dive in! Why? INFORM. Keep clients up to date on which ad extensions are performing best and worst. DECIDE. Determine action plans based on observations. OPTIMIZE. Ultimately optimize account...

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Claire Forgan
June 20, 2019