How entity-based strategies can contribute to PPC success

How entity-based strategies can contribute to PPC success

While the concept of entities for SEO has been around since 2012, it hasn’t been a widely adopted in PPC. Entities are essentially unique people, places, things or concepts that provide context and relationships for keywords.  As AI becomes more prevalent in digital marketing, incorporating an entity-based approach into your PPC campaigns is a way … Read more

PPC landing pages: How to craft a winning post-click experience

PPC landing pages: How to craft a winning post-click experience

Ads get you traffic. Landing pages get you customers. The post-click experience remains underrated in the grand scheme of PPC marketing. Many advertisers focus so extensively on ad campaigns that they neglect the experience on their website or landing page – which is where a sale is made or a lead generated – and all … Read more

Google Ads Keywords Explained: Boost Your PPC Performance

Google Ads Keywords Explained: Boost Your PPC Performance

What Are Google Ads Keywords? Google Ads keywords are words or phrases used to match your ads with the terms your potential customers are searching for.  Choosing relevant keywords can help you reach the right users when they’re searching for businesses like yours.  Let’s say you own a hair salon. And want to attract more … Read more

What PPC Management Is & How to Get Started

What PPC Management Is & How to Get Started

You can’t set and forget pay-per-click (PPC) campaigns. Ongoing PPC management is crucial for making sure campaigns stay profitable. In this guide, we’ll go over what PPC management entails, why it’s important, some best practices, and more. Let’s start. What Is PPC Management? PPC management involves overseeing everything related to a business’s PPC campaigns and … Read more

3 ways to target your PPC competitors’ audience

3 ways to target your PPC competitors’ audience

Looking to improve your PPC lead generation efforts? Consider laser-focusing on the customers ready to buy from you right now – your competitor’s unhappiest clients.  This article reveals actionable strategies to identify and target three key groups through search campaigns: Customers actively looking to switch providers. Customers trying to cancel services. Customers seeking help or … Read more

How to set and manage PPC expectations for teams and stakeholders

How to set and manage PPC expectations for teams and stakeholders

Have you ever been in a situation where not everyone was on the same page? It happens often in the workplace and usually is caused by different expectations among stakeholders. Here are some ways to set and manage expectations for PPC clients and agency teams. Outline expectations during the sales process Setting expectations at the … Read more

7 ways to use generative AI in PPC

7 ways to use generative AI in PPC

Google leads AI advertising with machine learning integrated across ad campaigns and types. Even with manual workarounds, results tend to suffer without the help of AI-driven algorithms.  Without AI assistance for PPC bidding and creative decisions, your conversion rate will typically be lower than that of competitors who use machine learning to their advantage. AI … Read more

How to implement a full-funnel PPC marketing strategy

How to implement a full-funnel PPC marketing strategy

A full-funnel PPC marketing strategy is incredibly important. But do you understand how to implement this strategy in your accounts? This article will take you step-by-step through the marketing funnel, giving you tactical recommendations on how to keep the marketing funnel in mind when building your PPC strategy and some recommendations on how to measure … Read more

PPC Survey: AI a top priority but causing concern, trust in Google Ads down

PPC Survey: AI a top priority but causing concern, trust in Google Ads down

PPCsurvey.com has just released a new State of PPC Global Report for 2024. It includes input from more than 1,100. PPC specialists from around the globe. The findings cover search marketers’ largest concerns, top priorities, spend data, automation insight and a wealth of information about the most pressing trends in paid search. Here’s a breakdown … Read more

Search Ads 360: 3 best practices for advanced PPC marketers

Search Ads 360: 3 best practices for advanced PPC marketers

While Google Ads has built-in bidding algorithms and optimization features, some PPC marketers and advertisers still rely on Google’s Search Ads 360 (SA360) for managing complex campaigns. This article discusses three key best practices and integrations that can help maximize the value of using SA360: Leveraging data integrations with Google Analytics and BigQuery. Taking advantage … Read more

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