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Genuine question for any PPC specialists out there - when managing display/retargeting campaigns on Google, do you allow placements on tabloids like The Daily Mail and The Sun? π§
Setting up exclusions is super-easy - I've created a short guide below:
#ppcchat
Setting up exclusions is super-easy - I've created a short guide below:
#ppcchat
You might say "hey Matt I want to maximise exposure for my client I don't care where their ads are shown" - fair enough but I think sometimes it's important to ensure your client's brand distances itself from the kind of content those sites put out on a daily basis π
There's also the risk that @StopFundingHate pick up on your client being included here - and it becoming a bit of a talking point amongst your customers.
So why not just avoid the potential for that to happen in the first place? (ps I love what Stop Funding Hate have done!)
So why not just avoid the potential for that to happen in the first place? (ps I love what Stop Funding Hate have done!)
Hereβs a #thread on the #1 most important skillset you can learn when it comes to creating advertising copy (along with step-by-step instructions and a FREE downloadable guide). #thread π§΅
Features tell. Benefits sell. Learning to take features and articulate their benefits is the most impactful skill a marketer can have. It sounds simple enough, but in practice can be exceedingly difficult (as evidenced by how many people fail at it).
Features are technical descriptions or functionalities of a product. Benefits show how the product can solve customers' problems or meet their needs. Nobody buys a drill, they buy a hole.
In this week's video, I'll be breaking down the Quick and Dirty Truth About Every Campaign Type Inside of Google Ads.
#threadπ§΅
#threadπ§΅
Different campaigns yield different results. Some of them give you high visibility so you can immediately drive conversions and capture additional traffic. Others can reduce your competition and lower your costs.
While most of them have the potential to increase your businessβs profitability, sometimes there are challenges to running them.
Without proper optimization and understanding, they can end up sabotaging your business in the long run.
Without proper optimization and understanding, they can end up sabotaging your business in the long run.
Google just announced an AI-driven, conversational chat experience within Google Ads meant to help advertisers build campaigns. Hereβs what we know so far.Β
#thread π§΅
#thread π§΅
The process starts with your landing page. Once provided, Google crawls the page, summarizes the content and intent, and then βwill generate relevant and effective keywords, headlines, descriptions, images, and other assets for your campaign.β
Once generated, you have the opportunity to review and edit all of the suggestions. In addition, you can βask Google AI for ideas, just like you might ask a colleague.β This gives you the opportunity to chat back and forth with Google as you iterate.
The location of your ads matter (obviously). Hereβs how you can measure and optimize your ad location in Google Ads.
#thread π§΅
#thread π§΅
Search top impression rate = Impr. (Top) % = the % of your ad impressions shown anywhere above the organic search results
Search absolute top impression rate = Impr. (Abs. Top) % = the % of your ad impressions shown as the very first ad above the organic search results
Search absolute top impression rate = Impr. (Abs. Top) % = the % of your ad impressions shown as the very first ad above the organic search results
NOTE: Donβt get either of these metrics confused with "average position" which compares your ads to the order of other ads.
Economic predictions for 2023: itβs going to be a wild ride.
Sometimes I suspect marketers have a backstage look at whatβs about to happen. Companies scale marketing before anything else. So hereβs my (ignorant) take on how this will affect the digital industry.
#ppcchat
Sometimes I suspect marketers have a backstage look at whatβs about to happen. Companies scale marketing before anything else. So hereβs my (ignorant) take on how this will affect the digital industry.
#ppcchat
First off, weβre ALREADY in a recession. Automotive market is going to crash (increasing repos, used prices are dipping). Housing market has been declining for 10 months straight, limited inventory has propped up prices but I think those will crash as soon as spring hits.
For marketers β ad spend is going to contract (β¦IS contracting, for anyone who has paid attention lately). The fat will be trimmed. And only the most efficient and profitable channels will be kept. How will this affect agencies, freelancers, in-house marketers? Hereβs how:
Why you MUST run brand campaigns: a Google Ads thread I didn't expect to write about bidding on your own brand name.
Attached to this tweet are two screenshots. One is a real ecommerce brand, another is a duplicate. Which one is real?
#ppcchat
Attached to this tweet are two screenshots. One is a real ecommerce brand, another is a duplicate. Which one is real?
#ppcchat
A fellow reached out to me on Reddit for advice on getting his account unbanned. I probed, and it turns out his entire business model is cloning little-known ecommerce brands and bidding on their brand names. #ppcchat
He says it's insanely profitable, because small ecommerce brand names are so cheap and they rarely bid on them. He says he used to keep a site up for 2+ months but lately suspensions are almost immediate (thanks, Google Ads).
#ppcchat
#ppcchat
8 badass women who have shifted my views in the field of marketing and who are, in my opinion, non-negotiable follows.
@AdriSheares is a social media, digital PR and business owning badass whose recent research and thread on how Gen Z uses TikTok as a search engine is one example of how she pursues new avenues and stays consistently up-to-date on her field.
@heyalexfriedman whose knowledge on business building and content creation helps business owners take actionable steps as they build their brand.
ICYMI: Performance Max β Thread of Threads π
1β£ Setup
2β£ Reporting
3β£ Optimization
#ppcchat
Links below π
1β£ Setup
2β£ Reporting
3β£ Optimization
#ppcchat
Links below π
Part 1οΈβ£: HOW TO: Maximize Performance with Performance Max! π
Part 2οΈβ£: REPORTING: Maximize Insights from Performance Max π₯
βοΈ OPTIMIZATION: Improving Performance in Performance Max π― (Part 3)
While there aren't many levers to manually optimize campaigns, our job is to guide the machines. π€
Here's a breakdown of what you can do. π¦Ύ
#PPCChat #PerformanceMax
Time for a thread! 𧡠π
While there aren't many levers to manually optimize campaigns, our job is to guide the machines. π€
Here's a breakdown of what you can do. π¦Ύ
#PPCChat #PerformanceMax
Time for a thread! 𧡠π
This is the last in a 3-part series on Performance Max in which we covered:
1οΈβ£ Setup
2οΈβ£ Reporting
3οΈβ£ Optimization β¬
1οΈβ£ Setup
2οΈβ£ Reporting
3οΈβ£ Optimization β¬
ICYMI: Part 1: Setup βοΈ
HOW TO: Maximize Performance with Performance Max! π
HOW TO: Maximize Performance with Performance Max! π
PMax Creative.
The lever paid search people didn't know they needed. Sure you can run feed only PMax. We are seeing great results when adding assets. PMax has 3 levers:
1β£Feed
2β£Creative
3β£Signals
How do we think about creative with PMax? 𧡠#ppcchat
The lever paid search people didn't know they needed. Sure you can run feed only PMax. We are seeing great results when adding assets. PMax has 3 levers:
1β£Feed
2β£Creative
3β£Signals
How do we think about creative with PMax? 𧡠#ppcchat
If you are already running paid social ads... look at what you can repurpose and use with your PMax (and Discovery ads).
Use the tips below to kickstart your PMax journey. Let's not reinvent the wheel here. Leverage what you already got access to.
Use the tips below to kickstart your PMax journey. Let's not reinvent the wheel here. Leverage what you already got access to.
1. Video Does Not Needs To Be Professionals πΉ
Raw and real is usually better then anything done in a studio. Grab your latest iPhone/Android and show product unboxing or other product experiences.
Just make sure your video matches up with your PMax theme.
Raw and real is usually better then anything done in a studio. Grab your latest iPhone/Android and show product unboxing or other product experiences.
Just make sure your video matches up with your PMax theme.
REPORTING: β‘οΈ Maximize Insights from Performance Max (Part 2) π π₯
Similar to Smart Shopping, pMax is very much a black box. Not much data is available. Here are some ideas to analyze the performance. π
#PPCChat #PerformanceMax
Time for a thread! 𧡠π
Similar to Smart Shopping, pMax is very much a black box. Not much data is available. Here are some ideas to analyze the performance. π
#PPCChat #PerformanceMax
Time for a thread! 𧡠π
This is the second in a 3-part series on Performance Max in which we'll cover:
1οΈβ£ Setup
2οΈβ£ Reporting β¬
3οΈβ£ Optimization
Signup to be notified here when the next threads drop:
π jxtgroup.com/performance-maβ¦
1οΈβ£ Setup
2οΈβ£ Reporting β¬
3οΈβ£ Optimization
Signup to be notified here when the next threads drop:
π jxtgroup.com/performance-maβ¦
ICYMI: 1οΈβ£ Setup: How to set up Performance Max campaigns the right way; see the below thread! π
HOW TO: Maximize Performance with Performance Max! π
We've been testing Google Ads Performance Max campaigns since it was released in beta.
We've learned a lot since then. Sharing it all here now!
#PPCChat #PerformanceMax
Time for a thread! 𧡠π
We've been testing Google Ads Performance Max campaigns since it was released in beta.
We've learned a lot since then. Sharing it all here now!
#PPCChat #PerformanceMax
Time for a thread! 𧡠π
This is part one of a 3-part series on Performance Max in which we'll cover:
1οΈβ£ Setup
2οΈβ£ Reporting
3οΈβ£ Optimization
Signup to be notified here when the next threads drop:
π jxtgroup.com/performance-maβ¦
1οΈβ£ Setup
2οΈβ£ Reporting
3οΈβ£ Optimization
Signup to be notified here when the next threads drop:
π jxtgroup.com/performance-maβ¦
β WHAT IS: Performance Max? β
pMax is an all-in-one campaign type that displays ads across all of Google's channels β YouTube, Display, Search, Shopping, Discover feed, Gmail, and Maps.
Note: Smart Shopping and Local campaigns will be depreciated and rolled into pMax shortly.
pMax is an all-in-one campaign type that displays ads across all of Google's channels β YouTube, Display, Search, Shopping, Discover feed, Gmail, and Maps.
Note: Smart Shopping and Local campaigns will be depreciated and rolled into pMax shortly.
Google Marketing Live is about to kick off in about 10 minutes googlemarketinglive.com.
I'll be tweeting through the keynotes. Share your thoughts and send any questions you've got along the way! #GML2022 #GML
I'll be tweeting through the keynotes. Share your thoughts and send any questions you've got along the way! #GML2022 #GML
I'm missing being there live due to covid, but here's a look at the event and office space in our new Bay View Campus that a colleague sent me this morning. I was there a few weeks ago just before the official opening & it's really something. #GML2022
@sarah_carusona Yes yes! I am partial to PPC but here are some of my fav lady-led showsπ€ΈββοΈ
@NeptuneMoon hosts #PPCchat on Spaces weekly (starts in 15 mins!)
@TheMarketingAnu recaps #ppchat on her podcast
@michellemsem is 1/2 of the @PaidMediaPros team. They have AMAZING YouTube guides
@NeptuneMoon hosts #PPCchat on Spaces weekly (starts in 15 mins!)
@TheMarketingAnu recaps #ppchat on her podcast
@michellemsem is 1/2 of the @PaidMediaPros team. They have AMAZING YouTube guides
@sarah_carusona @NeptuneMoon @TheMarketingAnu @michellemsem @PaidMediaPros One more π
I am one of four @MarketingOClock hosts.
We are a female-dominated team and recap digital marketing news every week with hot industry takes and lots and lots of sassπββοΈ
It's a 100% bro-free zone. This week's episode drops tomorrow!
I am one of four @MarketingOClock hosts.
We are a female-dominated team and recap digital marketing news every week with hot industry takes and lots and lots of sassπββοΈ
It's a 100% bro-free zone. This week's episode drops tomorrow!
@sarah_carusona @NeptuneMoon @TheMarketingAnu @michellemsem @PaidMediaPros @MarketingOClock One last π
my friend @jillfecher hosts @theagencyscoop! Fun conversations for anyone who works on the agency side!
my friend @jillfecher hosts @theagencyscoop! Fun conversations for anyone who works on the agency side!
Google Ads Audits - A π§΅
Join me as I audit an ads account.
Disclaimer: There are so many ways to do this. Mine is not the only way. Nor is it necessarily the best way.
#ppcchat #googleads #marketingtwitter
Join me as I audit an ads account.
Disclaimer: There are so many ways to do this. Mine is not the only way. Nor is it necessarily the best way.
#ppcchat #googleads #marketingtwitter
Second disclaimer: There is a distinct difference between best practices and simply different ways of doing things. I try to find reasoning behind choices. The client may have requested things, etc. So I'm never harsh with my report. There's lots of unknowns.
Set a date range you keep consistent the whole time and fix your columns. This particular account has only been live since April so I'm using up until May 30th.
I also fix my columns: impr, clicks, ctr, avg cpc, cost, conv, conv rate, S-IS metrics, analytics metrics.
I also fix my columns: impr, clicks, ctr, avg cpc, cost, conv, conv rate, S-IS metrics, analytics metrics.
Thread: Google Ads Scripts that help you with automation & other tasks to scale work and make more π΅money!
Here is our 7 favourite scripts π ... for each RT, I'll add another script to list for fun. #ppcchat #MarketingTwitter
Here is our 7 favourite scripts π ... for each RT, I'll add another script to list for fun. #ppcchat #MarketingTwitter
One note: Learning to install scripts is a skill y'all should learn. Can take a few tries to get a script working but worth it. My first script in 2013 took 3 tries to work.
Scripts nerds π€ unit. Now on with the show.
Scripts nerds π€ unit. Now on with the show.
1. Negative Keyword Conflict
Tells you when there is a conflict between keywords you are bidding on and those in your campaign/ad group negative keywords (or even in negative keyword lists). Great for accounts of any size.
Frequency: Hourly
Link: developers.google.com/google-ads/scrβ¦
Tells you when there is a conflict between keywords you are bidding on and those in your campaign/ad group negative keywords (or even in negative keyword lists). Great for accounts of any size.
Frequency: Hourly
Link: developers.google.com/google-ads/scrβ¦
A3: Always - but as with anything, it's a cost/benefit analysis. It's a question of understanding what channels are contributing positively to the business, as well as the risk profiles associated with each. I expect October/November to be pretty bad + BF/CM to be $$$$ #ppcchat
A3.1: I think I have the most direct concern with the FB/IG + Twitter ecosystems; but the most indirect/2nd order concern with Google, Snap + YT.
Basically I think some advertisers are going to run from FB/IG/TW, but that $ needs to go somewhere.
#ppcchat
Basically I think some advertisers are going to run from FB/IG/TW, but that $ needs to go somewhere.
#ppcchat
A3.2: The most logical place for it to go is G, YT + Snap/TikTok* - so the economics of those platforms could get hit pretty hard, which creates a really interesting (read: awful) situation for brands between advertising in hell (i.e. FB/IG/TW) and doing nothing #ppcchat
A2.1: Always write a job description, knowing full-well that you might end up revising it. People involved are (a) peers (i.e. what do you do every day? what should this person be able to do in order to work successfully with you? what is missing from our current list?)
#PPCChat
#PPCChat
A2.2: Direct Managers (i.e. what should this person be doing? what capacity is lacking in current team members? what special expertise do you wish we had?) + Senior Team (i.e. how does this position fit long-term w/ our growth goals?)
#ppcchat
#ppcchat
A2.3: We view every hire as a long-term investment - so we do a lot of work to find the right person. It's never an easy balance to strike between immediate needs, potential gaps + long-term direction, but it's better (IMO) to get clarity from everyone up front.
#PPCChat
#PPCChat
A2: B2B tends to be a much longer, much less linear and much more emotional process - this isn't a quick thing that you can forget; it's something that's likely going to be a core part of your life/work for years (and can be career-ending for some people). 1/x #ppcchat
A2.1: We invest a ton of time into building budget models + projections (it's a long-term game - gotta set expectations + identify milestones) understanding our audience, creating relevant content, meticulously targeting every aspect of the campaigns, etc. 2/x #ppcchat
A2.2: B2B is one area where (IMO) you need to be brilliant at the basics + buttoned-up in your strategy + structure. B2C mistakes can cost you $5 a click (bad, but not outrageous); B2B mistakes in competitive spaces cost you $100 or $200. Much bigger ouch. 3/x #ppcchat
βDid you miss the action at #PPCBerlin?
βDo you still want to know all about #EU2020DE from the best experts in the TEPSA Network and @IEP_Berlin?
Well we've got you covered, because ALL the panels are online at the #PPCBerlin website β‘οΈ german-ppc-2020.eu/en/videos.html
/THREAD
βDo you still want to know all about #EU2020DE from the best experts in the TEPSA Network and @IEP_Berlin?
Well we've got you covered, because ALL the panels are online at the #PPCBerlin website β‘οΈ german-ppc-2020.eu/en/videos.html
/THREAD
We enjoyed words of welcome from the key players at #PPCBerlin
First up, here is what TEPSA Secretary-General Prof. Dr. Jaap de Zwaan had to say
/1
First up, here is what TEPSA Secretary-General Prof. Dr. Jaap de Zwaan had to say
/1
Mikeβs notes (attached here) on the DeepMind truthful auction model is, IMO, one of the most crucial things in his article for us in PPC to take notice of: linkedin.com/pulse/would-goβ¦ #ppcchat
2/ That is, Google is trying to build an auction in which one entity controls every bidding aspect, and thus the auction structure itself becomes the entity. That entity then, is what Google will work to defend, to survive. #ppcchat
3/ This means making bidding decisions in an individual account, that is not necessarily aligned with the business objectives of that individual account, but of the group as a whole. The entity. #ppcchat
