Performance Max combines the full funnel into ONE campaign. The working theory is that as you raise bids and budgets, the algorithm needs to do more upper-funnel prospecting as a percentage of the total spend/visits. So let’s understand who the campaign might be targeting: 1️⃣ Top-Funnel Prospecting on – YouTube 📺 – Gmail 📨 – […]
HOW TO: Exclude Branded Traffic from Performance Max
1️⃣ Account Level Negative Keywords Introduced by Google as a way to exclude keywords from all campaigns. I would not recommend this approach as you would block from ALL campaigns, including Brand Search, Shopping, etc. Not recommended ❌ 2️⃣ Brand Exclusions If you choose to exclude Brand keywords, I recommend using the new Brand Exclusions […]
What 20 years of doing PPC teaches you about embracing change
Embracing change isn’t easy, especially when your livelihood is involved. But you can either resist the inevitable or make a new role for yourself. Here’s how. Getting started in PPC these days—particularly Google Ads—can feel like you’re in a boxing match. In one corner is you, and in the other are the ad platforms with […]
3 Cutting-Edge Strategies to Boost the Efficacy of Your E-Commerce Marketing
Want to cut through the all the noise online and discover some of the latest practical tips that can boost your e-commerce marketing performance? We’ve scoured the web to compile and condense a few cutting-edge techniques from some of the leading online marketing experts, transforming it into actionable advice you can use in your business […]
How to Optimize Your Digital Marketing Campaigns to Navigate the Normal
If you’re like most people, you’re probably experiencing some form of “COVID fatigue” and wishing the world would just “get back to normal”. But as we’ve all slowly been discovering throughout 2020, the reality is – even once we get a vaccine(!) – things will never be the same as they once were. If we […]
3 Scarily Effective Ways Your Business Can Use Instagram to Drive Engagement…Just in Time for Halloween
Halloween is almost here – and if you’re a B2C business, this holiday could provide an opportunity to boost engagement with your ideal customers. In spite of the COVID-19 pandemic, a study from the National Retail Federation reports that 148 million consumers plan to celebrate Halloween in 2020. If you want to make the most […]
4 Tips to Improve your Digital Marketing with Snapchat in 2020
Is your business on Snapchat yet? Many online retailers initially feel intimidated by Snapchat since it’s so different from other social media sites. However with nearly 200 million daily users (which is more users than Twitter), over 75% of which are online shoppers, Snapchat campaigns can be a valuable addition to your digital marketing strategy. […]
How to Use Google Trends to Make Sure Your Marketing is Relevant During the COVID-19 Pandemic
Is your business in a position to fully adapt to the dynamic market environment we’re all experiencing in the wake of the COVID-19 pandemic? Consumer behavior continues to shift and evolve as the months pass and people’s needs and desires in response to the pandemic change. More than ever, businesses need to be agile to […]
What Your Business Can Learn from Amazon, Shopify, and Etsy About How to Compete in eCommerce
What will be the future of eCommerce, especially in a post-COVID world? If your business has an online presence and you’re trying to compete for digital sales, it’s important to know how to best position yourself among the competition. Over the past 10 years, Amazon has clearly emerged as the “everything store” to serve as […]