2020 was one hell of a year for obvious reasons. But even outside of an ongoing pandemic and all the other things, 2020 was also a big year for changes happening in PPC. To close out the year, I wanted to take some time to revisit the changes we saw in
Anyone who’s worked in search marketing has had a moment when they feel like they’ve really nailed the perfect ad for their product or service. Witty headline? Check! Compelling call to action? Check! Keyword/ad text pairing on point? Check! As the data sets in, we’re of course sometimes right and
Ad testing is just a normal part of living the PPC life. We can already test a variety of copy variations for our headlines and our descriptions. Any way we can make a better connection with our target audience is a win in the ad testing books. If you are
It does not take much effort for an advertiser to import their campaigns from Google Ads straight into Microsoft Ads. But the most common mistake I tend to see is optimizing Microsoft Ads in the exact same way as with their Google Ads account. There are several differences between the two
It’s no secret—advertising on mobile can be hard! Screens are small, connections are slow, and your customers’ attentions are short. All of these factors come together to form an inconvenient truth: Mobile conversion rates are lower than on desktop. There are many ways to improve your mobile conversion rate and
Machine learning and automation can seem pretty terrifying for PPC: These technological advances could lead to the end of human-run campaigns in favor of robots that will never have the adaptability to scale a campaign and will certainly never have that “human touch.” A big part of these fears come
I’m not a terribly competitive person. Well—I guess I shouldn’t say that. I’m not always a competitive person. Like, if you beat me in a rainy day game of Monopoly, I’ll probably shrug my shoulders, murmur something about the Parker brothers feeding propaganda to children, and lay down for a
Four months ago, I couldn’t tell you what PPC was. I came into WordStream for my summer internship, with the goal of helping out the demand generation team. I was immediately greeted with a bunch of terms like CPC, CPA, impressions, conversions—the list goes on. The thought of fully understanding
Google Marketing Live was a smash this year—and it wasn’t just because Katy Perry was in the house. In addition to doubling down on last year’s themes of trust, transparency, privacy, and machine learning, Google also used its Ads Innovation Keynote to introduce a ton of exciting new product features and announcements.
One of the hardest tasks in digital marketing is setting the budget for your campaign. Too high, and it leaves room for unspent budget and an elevated cost per acquisition (CPA). Too low, and your budget won’t allow for enough clicks in the day to generate enough leads for your