Google Ads
Setting a Budget for PPC
Setting a budget for PPC (pay per click, like Google ads) can be easy — pay what you feel you can afford. Few advertising options give you this flexibility. But PPC ads have a lot of moving parts, and that can make it hard to determine the best budget for your needs. Paid search, CPC,…
Is Your Advertising Being Seen?
Advertising traditionally has had one big problem: you pay for potential viewers, not for actual views. That TV station tells you how many viewers they think tune into their show, based on admittedly shaky data from a small segment of viewers who are often self-reporting. The numbers they give you are for potential viewers, and…
Where Are Your Customers?
Recently we were listening to an organization talking about how they wanted to reach out to a younger demographic. They had some ideas about how to make their product more appealing to younger customers and they had good reasons for thinking that this would be a good move for them. When the conversation turned to…
Google Ad Management
I used to work with a company that had me for SEO and someone else for ad management. She used to describe her most important task as going into the Google Ads dashboard on Monday and checking to see if anything horrible had happened. I can relate, but that’s more a humorous comment than an…
Do Your Google Ads Affect Your SEO?
As a general rule, anything that is easy to manipulate will not affect search engine optimization. Think about it: if your traffic made your website rank higher, you could hire someone or program a bot to click through to your website and climb up in rankings just by doing that. Equally, if you could improve…
Intent-based Ads vs. Keyword-based Ads
If you use Google Ads, you have doubtless been encouraged to try out Performance Max ads, the intent-based ads in Google Ads. These are Google’s AI-supported ad campaigns. Google is one of the leaders for artificial intelligence and they know more about digital ads than anybody else, so it makes sense to turn to their…