The 4 Ps of marketing. Marketing mix. Marketing fundamentals. Whatever you call them, these elements determine your luck at the high-stakes table of e-commerce: Product. Price. Place. Promotion. Get these right, and you’ll create a loyal fanbase that you can count on for repeat orders, high lifetime value, and customer advocacy. Neglect or miscalculate them, … Read more
For lead gen marketers, we know it’s not just about generating leads; it’s about attracting the right leads – those that are most likely to convert into valuable customers. Value-based bidding is a strategic approach that allows businesses to focus on optimizing campaigns for conversions that truly matter. We’ve seen value-based bidding work for online … Read more
There’s a lot of well-meaning PPC advice out there. This advice often finds its way to bosses/clients who ask, “Why aren’t we doing ___?” The problem is most of these studies and data sets are focused around ecommerce. Enterprise accounts (even enterprise ecommerce) will behave differently than their non-enterprise counterparts. There are a few reasons … Read more
One of the biggest areas of contention in enterprise PPC advertising is conversion tracking efficacy. This is in part due to how difficult it is to get approvals, make changes to your sites, and ensure that there’s buy-in to how you will be tracking conversions. We’re going to dive into how to secure permission to get … Read more
There are often times when more than one keyword (and/or search theme) in your account will be eligible to match for a search term. Yet only one will be selected to compete in each auction. So, how does Google choose which of your keywords to put forward? There’s a prioritization framework for that! We’ve also … Read more
Silos don’t cut it anymore. User journeys are too complex for you to view and track channels separately. To improve your campaign performance, you need a holistic view of your marketing activities and how they intertwine. This is especially true for organic and paid search strategies. You need to be front and center with your … Read more
This post was sponsored by DAC Group. The opinions expressed in this article are the sponsor’s own. To create websites and marketing campaigns that will increase conversions, you must understand what your customers need and when they need it. What inspires a prospect to connect with you or buy your product from start to finish? … Read more
When I first got into search marketing (back in 2005), there used to be a Tumblr feed dedicated to poorly set up campaigns that clearly did not have quality assurance (aka QA) checks done. Dynamic keyword insertion and general broad match were the two fastest ways to end up on that page and one of … Read more
![[PPC] Automation & AI: What Humans Should Be Doing For Success](https://nicheplrnewsletter.com/news/wp-content/uploads/2024/05/PPC-Automation-AI-What-Humans-Should-Be-Doing-For.jpg "[PPC] Automation & AI: What Humans Should Be Doing For")
Paid media’s main job is to increase visibility and drive traffic for your brand. And as digital marketing evolves, so, too, will your strategy. In the current state of paid, the main overarching theme is, you guessed it, AI and machine learning. As paid media platforms get smarter and constantly find ways to infuse AI into … Read more
Whether you are new to paid media or reevaluating your efforts, it’s critical to review your performance and best practices for your overall PPC marketing program, accounts, and campaigns. Revisiting your paid media plan is an opportunity to ensure your strategy aligns with your current goals. Reviewing best practices for pay-per-click is also a great … Read more
Whether you are new to paid media or reevaluating your efforts, it’s critical to review your performance and best practices for your overall PPC marketing program, accounts, and campaigns. Revisiting your paid media plan is an opportunity to ensure your strategy aligns with your current goals. Reviewing best practices for pay-per-click is also a great … Read more
Whether you’re focusing on organic content strategy or deciding which Google or Microsoft keywords to bid on, keywords are a central part of digital marketing. Knowing which keywords to go after and which to hold off on can make or break the marketing budget. Here are a few considerations when choosing your keyword champion: How … Read more
This is an excerpt from SEJ’s PPC Trends 2024 ebook, our annual roundup of expert opinions on what you can expect over the course of the next 12 months. With all the potential challenges on the horizon for 2024, diversification – embracing new developments, user behaviors, and channels – is one way you can insulate … Read more
According to research from Microsoft, inclusive advertising helps brands build connections with Gen Z consumers, leading to more purchasing intent. 76% want to support brands with authentic messaging. 70% will trust a brand that depicts diversity in advertising campaigns more. 47% will trust a brand more if they feel represented in ads. Most importantly, inclusive … Read more
This post was sponsored by That PPC Guy. The opinions expressed in this article are the sponsor’s own. Google Ads campaigns not yielding the desired results? Want to turn things around, but don’t quite know where to start? Unsure of where your PPC campaign may have gone wrong? In This Guide: 1. How To Improve … Read more
This is an excerpt from SEJ’s PPC Trends 2024 ebook, our annual roundup of expert opinions on what you can expect over the course of the next 12 months. This year, new AI features rolled out on PPC platforms, and marketers began adopting generative AI in earnest. The dust is settling after the initial exuberance … Read more
This is an excerpt from SEJ’s PPC Trends 2024 ebook, our annual roundup of expert opinions on what you can expect over the course of the next 12 months. Inflation is hitting everywhere, even your ad auctions. This year, the contributors offer guidance on navigating these increasing costs. Some note that directly seeking lower cost-per-click … Read more
This post was sponsored by Redesign.co. The opinions expressed in this article are the sponsor’s own. Tired of overspending on PPC tools that provide more than you need? It’s time to get back to the basics. In This Guide 1. Become Proficient In Google Ads Offline Editor: Your Secret Weapon For Quick Edits 2. Master … Read more
