In a perfect world, consumers would purchase after just one interaction with a brand. The reality is, we don’t live in a perfect world. Unfortunately, many brands believe that building the perfect campaign structure, having the neatest set of keywords, and writing the most brilliant ad copy is all it takes to bring in sales. … Read more
We tend to craft budgets based on major objectives and real-world business timing. This makes sense, as our real-world priorities should influence where we put our marketing dollars and at what velocity. However, many don’t take the ad platform mechanics into consideration when setting initial, growth, and lower priority budgets. This can mean successful campaigns … Read more
Google sent out an update to its Customer Match policy to advertisers yesterday, going into effect in January 2025. Customer Match allows advertisers to use their first-party data to reach people across many different campaign types, making it one of the most valuable features available for brands. The new policy change introduces new standards designed … Read more
In nearly 20 years in search marketing, something I continue to see and debate about is shared budgets. When I ask the advertiser why, I always get a similar answer: “We have a set limited budget, and this is the best way for us to fund everything.” Or, the one that truly pains me: “The … Read more
One of the most common questions in PPC management is how to determine the “right” budget and investment for campaigns. As a business leader investing in paid media, your PPC budget isn’t just about how much you spend. It’s about how strategically you use those resources to grow your business. For small to medium-sized businesses … Read more
Let’s be honest – PPC keyword research can be tedious. Sifting through search terms, analyzing performance data, and trying to predict what people will type into the search bar next feels like an endless puzzle. This is where AI can enter the game. This isn’t just about adding another buzzword to your marketing toolbox – … Read more
In the fast-paced world of PPC advertising, marketers are constantly seeking ways to streamline their workflows and improve performance. Managing PPC campaigns efficiently requires a delicate balancing act of multiple tasks: Analyzing data. Optimizing bid strategies. Testing creatives. Reporting performance. And so much more. While AI and machine learning have been around in PPC for … Read more
Search engines place a high premium on a good click-through rate (CTR). After all, in the pay-per-click model, the more someone clicks, the more money that search engine makes. But CTR is important to advertisers, too. CTR tells you how well your message aligns with the people seeing it and whether you capture their interest. … Read more
Google Ads is enhancing its Performance Max campaigns with new AI-driven features. These updates are focused on asset testing, video optimization, and campaign management. The features arrive as advertisers gear up for the holiday shopping season. Key Updates New Asset Testing Capabilities Starting in early November, retailers will gain access to new experimental features within … Read more
![[B2C Marketers] 5 Tips To Drive More Revenue With Google Ads AI](https://nicheplrnewsletter.com/news/wp-content/uploads/2024/10/B2C-Marketers-5-Tips-To-Drive-More-Revenue-With-Google.png "[B2C Marketers] 5 Tips To Drive More Revenue With Google")
This post was sponsored by Invoca. The opinions expressed in this article are the sponsor’s own. In today’s marketing world, AI is more than a buzzword — it’s a necessity. Nearly 90% of marketers plan to increase their investment in AI this year, primarily focusing on boosting their Return on Ad Spend (ROAS). If you’re … Read more
Google has announced an expansion of its Travel Feeds feature for Search Ads. This update allows hotel advertisers to directly include more detailed information from their feeds in search results. A Google support page reads: “When you link your Hotel Center to Google Ads, Google will automatically enrich existing Search ad formats with prices, images, … Read more
Entertainment viewing habits have changed dramatically in recent years, leading search ad platforms to introduce connected TV (CTV) video ad opportunities alongside standard video and display ads. Both Google Ads and Microsoft Ads provide advertisers with convenient access to a wide range of inventory and scale through their platforms. What’s especially useful is that CTV … Read more
Search engines place a high premium on a good click-through rate (CTR). After all, in the pay-per-click model, the more someone clicks, the more money that search engine makes. But CTR is important to advertisers, too. CTR tells you how well your message aligns with the people seeing it and whether you capture their interest. … Read more
Google responded to the U.S. Department of Justice (DOJ) antitrust proposals for breaking up the company to address its dominance in search and online advertising, asserting that the remedies will harm user security, raise costs for consumers across industries, and stifle AI innovation. Google’s response presented three arguments on why the DOJ proposals may backfire … Read more
Paid media has had its share of challenges alongside the disruption in SEO this year. We reached out to seven PPC experts to understand what’s happening in the industry and how marketers can prepare for the year ahead. To get the full rundown on trends for next year, download the PPC Trends 2025 ebook. In … Read more
Microsoft Ads made some significant enhancements for ads in Copilot last week. Not only have they made updates to the Copilot user experience, they’ve integrated more AI features for advertisers within Microsoft Ads. These updates continue to shape how users interact with Copilot and how advertisers interact with the Microsoft Ads platform. Let’s take a … Read more
Paid search advertising is a powerful way to drive traffic and conversions for your brand. However, setting up your first campaign can feel overwhelming if you’re new to the game. Even if you’re a PPC pro, it can be hard to keep up with all the changes in the interfaces, making it easy to miss … Read more
TikTok is no longer just a platform for viral dances and meme-worthy content. With its latest feature, Search Ads, TikTok is positioning itself as a serious player in the world of paid search marketing. Announced on September 24th, TikTok launched its highly anticipated Search Ads in the United States, giving marketers a new way to … Read more
