A look into the impact close variant matching is having in Google Ads.
The PPC industry is currently awash with talk of machine learning & automation. In this 3 part blog series we’ll be outlining our view on the current state of automation and some
Many moons ago, I was an avid poker player. I like numbers and fast calculations and as such have carried this through into my working life and made a career in paid media
The time has come to say goodbye to the "Average Position" metric on Google Ads.
We’ve noticed something strange when reviewing our Auction Insights for one of our high value/CPC lead gen clients – a few “search engines” popped up as competitors on some core terms in recent months.
Back in October 2018, Microsoft Ads announced that advertisers can now extend their reach by targeting using audience data from LinkedIn. i.e. Company: e.g. Nike, Morgan Stanley, HSBCIndustry: retail, law practice,
Google rolled out its new “Click Share” metric across advertisers in February 2019, and since then we’ve been trying to figure out how we can use the metric to understand performance variances in our accounts.
Although GTM doesn’t support Drift tracking natively, we can build our own set of triggers and variables to measure conversation metrics (i.e.user replies, or chat box closed).
TLDR: don't inflate CPC's for absolute top of page rates, but consider performance implications of ads showing in positions 2-4 below the organic listings. Following the additional performance metrics recently added into the
TLDR: Identify trends in user behaviour by analysing the performance data on a time of month, week and day level. Implement time bid adjustments and automated rules to increase the efficiency of your
It's essential to measure our users’ behaviour: Where do they click? What are they interested in? How do they interact with the content? The most popular choice for advertisers has been Google Analytics,
Google have added more layers to their demographic targeting options. Advertisers can now access even more detail when selecting the characteristics of a potential customer. Previously targeting was limited to age, gender and
If your Google Analytics account is using the latest "gtag.js" snippet, and you rely on event tracking for your reporting and analysis, you may need to adapt how your event tracking is
If you were to ask me what the single most crucial factor behind underperforming PPC accounts would be, my first answer would likely be “compound bidding”.
TLDR: Don't duplicate, localise. Get to know your target market behaviour and adjust bids and audiences accordingly Simply duplicating your existing campaigns and changing the location to the country you want to target
TLDR: PPC is rarely a standalone channel. See how we can analyse Google Ads data to identify trends & added value from other marketing channels You can use data from your PPC campaigns