“Stacked bidding” or “Tiered Bidding” is a strategy in which the same keyword is added in multiple match types to better control costs. The closer a query is to a keyword, the higher the chance that it could lead to a conversion, hence the more an advertiser is willing to spend. Looks Simple, Where’s the […]
Optimizing your bids and budgets is most definitely an important part of successful account management, however, even great bids with a precise budget can perform negatively if the ad’s text doesn’t really catch any attention. To better manage your ads from every angle, we have created a tremendously powerful tool that’ll help you analyze not […]
Running PPC programs used to be relatively simple, with essentially one major platform to consider. Those who mastered what was then called “AdWords” could focus nearly all of their attention on Google – maybe showing occasional love to tier-2 search platforms. Seemingly overnight, others achieved “powerhouse” search marketing status, including Bing, Facebook, and now Amazon. […]
You know that old saying “when it rains… apply bid changes”. Well, that’s not really how it goes, but it’s most definitely one thing you can do with our Rule Engine! On our last “Thinking Outside The Box” post, we showed you how to create a date-driven automation to change your campaign status. And that’s […]
Watching this year’s Google Marketing Live event, one of the things that really intrigued me was Ben Gomes, Google’s SVP of Search, explaining the process of how query matching has evolved from the first Google searches up to this day. He used the following example: “The pictures of modern TVs are phenomenal, except sometimes they […]
Google throws a lot of great stuff at those of us fortunate enough to work in PPC. Much of it makes sense right out of the chute. Some others? Maybe not so much, but you might be missing some great opportunity if you’re not paying close enough attention. Take, for example, the often-overlooked Responsive Search […]
Google has a tremendous amount of data about how people interact with ads and the computing power and machine learning models to find useful patterns within this. Combine that with the fact they make bid management available for free to all advertisers and it’s no surprise that their bidding tools are some of the most […]
Just like you do, some campaigns deserve a good day off! So with the Rule Engine, we found a way to send them on their holidays (automatically)! One of the many great features of our Rule Engine is that you can import external data into your recipes to use almost any value on a spreadsheet […]
Pay-Per-Click seems to undergo a revolutionary change every 15 minutes or so these days. Okay, that may be a bit of an exaggeration, but advancements in automation, AI and machine learning are driving dramatic changes for PPC pros, and we know it can be difficult to keep up with the changes. “Automation” can be a […]
Machine Learning (ML), Artificial Intelligence (AI) and Automation are three trending topics in the industry today. It’s an accepted fact that automation is here to stay so it’s our job to learn how to make the most of it for our PPC accounts. In my book “Digital Marketing in an AI World”, I explain that […]