Imagine this: Your target audience can’t stop talking about one of your ads. Why? Because they all saw it at the right time and in the right place. That’s the impact of media planning. Media planning is an integral part of the digital marketing ecosystem. This post provides an introduction to media planning and detailed … Read more
Google Ads is rolling out a new campaign setting named Gross profit optimization. The gross profit is calculated by Google by applying the gross profit margins you set up in the gross profit optimization goal to the value of each conversion. Casey Gill spotted this change and posted about it on LinkedIn, she wrote that … 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
As you may remember, Google Ads requires political ads to disclose if the content, images, or other assets in any way used synthetic content (i.e., AI content). Now Google Ads seems to be adding a checkbox for these ads to check off if these ads use “Altered or synthetic content.” This new update goes into … Read more
While local SEO is fairly straightforward, improving your website’s position in search results across languages and regions is anything but. Should you target a language or a country – or both? Should you choose ccTLDs (and what are those, anyway?), subdomains, or subdirectories for different versions of the website? What are hreflang attributes, and do … Read more
Google Analytics 4 has a new consent setting section that is now available to all users globally. The platform added this feature in preparation for the enforcement of Google’s EU User Consent Policy (EU UCP), which will require advertisers to send it verifiable consent signals if they want to serve personalized ads in the UK … Read more
When working with a new PPC client, I help them establish goals aligned with their business objectives. Surprisingly, many lack clearly defined campaign goals beyond boosting traffic or conversions. Let’s explore a framework for setting effective key performance indicators (KPIs) and metrics aligned to your business goals for each funnel stage. PPC KPIs and metrics: … Read more
Google Local Services Ads added a new setting named direct business search. This setting gives advertisers the option to show their ads when someone searches for your brand or business directly. Yes, so if someone searches for your brand, they will see your website and local listing anyway, but you can also show your ads … Read more
Google has finally done away with the crawl rate setting within the legacy Google Search Console. It now redirects to the blog post about the feature going away. A couple of months ago, Google told us the crawl rate setting is going away. And it did. The legacy feature to control how fast Google crawls … Read more
In Google Analytics 4 (GA4), events are specific interactions or occurrences that take place on your website or app. Events allow you to understand how users behave on your property—how long they stay on your site, how many submit a form, and other such insights. GA4 has several default and automatically recorded events, but it … Read more
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