[Editorial note: The Prodigal PPC’er Returns. Apologies for the extended absence. I didn’t know if I’d ever take pen to paper again after wandering off. Happily(?), with this latest COVID lockdown in my neck of the woods, I can’t even break up my day by going to the gym or to brunch at Claudine’s, so I’ve decided hey, how about doubling or tripling my screen time and neck pain...
The Future is Here: 7 Reasons Why the Coming Years are “Prime Time” for PPC
My grandfather-in-law came to Canada from Ireland with nothing and eventually found himself working a poor-soil “rock farm.” Combined with a lack of interest in farming, it made for some tough economic circumstances. Terrain matters. You don’t always have a choice. If you’ve actually chosen to make a living in digital marketing, I’m here to reassure you that the sun isn’t setting...
Why Google Ads Smart Bidding “Works”: The Mutual Fund Manager Analogy
A rising tide lifts all boats, goes the old proverb. Well, most boats. You can rule out those overloaded with anvils or built with holes in them. Consider a thriving sector with plenty of opportunity borne of technological changes or evolving consumer habits. To pick three random clients from our list, modern furniture, legal practice management in the cloud, and exercise...
Should You Narrow Your Sights for Geotargeting? How Google Ads Makes it Easy
As the industry chatter – driven by relentless messaging from Google – revolves increasingly around Smart Bidding options that take bid adjustment levers out of your hands, Google nonetheless continues to layer in more precision in some aspects of the Google Ads interface (and the associated API environment). To continue beating the drum on this subject, Smart Bidding: Doesn’t seem...
Is DSA Your Friend? Pros & Cons of Dynamic Search Ads in PPC
In Part 16, I pointed out that PPC accounts eventually have to expand beyond the low-hanging fruit if they’re going to contribute to further business growth. Part of that effort is to expand to higher-funnel research stage queries, to marginal queries that could be bid lower, and to long tail queries that no human being could rightly expect to discover via research or prediction...
