Ad Relevance makes up 22% of your visible quality score and it can be a difficult item to work with since it doesn’t always make logical or semantic sense. For instance, an easy way of thinking about relevance is semantically. If the keywords and overall idea is in the ad, then the ad should be […]
B2B (business-to-business) companies often struggle with quality score and ad writing as they are often competing against B2C companies for the same keywords; but only a small segment of the actual search audience. For instance, take the term ‘safety gates’. The most common searcher for this term is a consumer that is looking for a […]
Google recently removed the sidebar ads for Google search results; and the focus has been around the overall impact such as: Higher ad position Static CPCs Less total impressions More total clicks All of that information makes sense since there are less ads on the page and a 4th ad above the organic results. However, […]
Assets (formerly known as ad extensions) are incredibly important to any PPC account. Here are just a few benefits of using assets: Used to calculate ad rank (along with quality score and bid) Showcase additional information to the user Allow for more conversion types (calls, driving directions) Give the user more information about the company/product […]
When you look at a lot of the trends in PPC these days, you often hear ‘mobile is taking over’. If mobile is taking over, or at least making a strong showing; then marketers should be focused on thinking about mobile users differently than desktop users. This goes beyond bidding to using mobile or responsive […]
The majority of products have seasonal trends. You don’t see many people buying patio furniture in November or Ski Jackets in June. That’s because the seasons or specific events change buying behavior. Consider these trends: Valentine’s week is the top week for flower sales Super Bowl week is the 2nd highest week (behind Black Friday) […]
I still see absolutely terrible ad results all the time. There are usually two main culprits to this problem: Dynamic Keyword Insertion Mass creating ads without checking the length Take a look at these 4 ad headlines: The word ‘Stereo’ is 6 characters. A headline can be up to 25. Just by adding a few […]
July 28, 2016 
Brad 
