Digital Advertising Strategies - Top and Recommended Approaches

11 Feb 2020

Responsive Search Ads

Google Responsive Search Ads Google’s Responsive Search Ads is the latest text ad iteration Google rolled out in 2019. Google is always testing new text search ads formats. For example, years ago we had a simple text ad where advertisers could have one or two headlines, and one description. A few years back Google rolled out expanded text ads, which allowed advertisers to have up to three headlines and two descriptions. This was by design to increase the…

29 Jan 2020

By Ben Lund

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Structured Snippets – Google Ad Extension

Photo by Christian Wiediger on Unsplash Importance of Google Ad Extensions Google has a wealth of ad extensions for Google search campaigns. Ad extensions are extremely important as they do the following: Increase the CTR (click through rates) of your ads Can improve the quality score of your advertising campaigns Can also lower the cost per click of your campaigns Given the above, it's important (maybe even critical) to take advantage of…

26 Jan 2020

By Ben Lund

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Google Call Only Ads Or Call Extensions

Photo by Chad Madden on Unsplash Google Call Only Ads or Call Extensions For any business looking to drive phone calls from advertising, Google offers two really great options which will drive more calls to your business. The options are either Google Call Only Ads or Call Extensions. Both are excellent options, but the best fit depends on your business and what you're looking to accomplish. Within this blog post, I'll break down the differences and considerations. Call Extensions Call extensions…

03 Jan 2020

By Ben Lund

How Much Does it Cost to Advertise on YouTube

How Much Does it Cost to Advertise on YouTube Photo by Kon Karampelas on Unsplash Google has attracted millions of advertisers over the years to it's Google Ads platform, because it provides massive scale (reaching users across Google Search, Google Display Network, and YouTube), the ability to target users based on intent and lastly, it's payment model has been pay per engagement (i.e. pay per click). While advertising on YouTube is far different than Google Search, as you're promoting videos, verse…

29 Dec 2019

By Ben Lund

Google Partners – What are they and how to take Advantage

Google Partners A common question is what are the Google Partners, in this blog post I'll review what the Google Partners are and how to leverage these to drive more customers for your business. Photo by Austin Distel on Unsplash What are the Google Partners? Through Google Ads you can advertise on Google properties, including Google Search, Gmail and YouTube. However, Google has a network of others sites that advertisers can promote their business, through the Google Ads platform. This…

28 Dec 2019

By Ben Lund

AdWords Express vs. Google Ads

AdWords Express (Smart Campaigns) or Google Ads (Expert Mode) Photo by Wade Austin Ellis on Unsplash AdWords Express (Currently coined as Google Smart Campaigns) has been Google's answer to make advertising on Google very approachable and easy for small businesses and entrepreneurs. It's with merit that Google designed this platform to make it very easy to start advertising, however it comes down with some significant hurdles and likely, pitfalls, that I want to share. At the end of the post I'll…

29 Nov 2019

By Ben Lund

How to Setup Facebook Lookalike Audiences

Photo by Taylor Smith on Unsplash What are Facebook Lookalike Audiences? One of Facebook's biggest assets for advertisers is the ability to target people who are very similar to your best customers. This is through the Facebook pixel, which I detailed a nice overview of why placing a Facebook Pixel on a site is very powerful for an advertiser. Through Facebook's vast data it has on all users, you can give Facebook a specific audience that is valuable for your business,…

10 Nov 2019

By Ben Lund

Top 4 Google Search Ads and SEO Synergies

Photo by Perry Grone on Unsplash Leveraging synergies between Google Search Ads and SEO is a topic that is rarely put into practice but is highly effective. It's not leveraged often, because usually Google Search Ads and SEO are managed by separate teams, with unique skillsets. However, if the two teams can get together and share key learnings, both programs will benefit. The end result, can be pure search bliss - higher click through rates, conversion rates, and programs optimized towards…

14 Oct 2019

By Ben Lund

Top 14 Google Ads Search Optimization Tips

Google Ads is an extremely powerful platform to drive significant business growth. However, it comes with a caveat that you need to fully understand how to optimize a Google Ads campaign. If an advertiser is spending on Google without proper optimization, they are leaving a significantly amount of money on the table. Additionally, Google Ads is very competitive, and if you're not taking advantage of every optimization tip, your competitors will gain an advantage. Within this blog post,…

26 Jul 2019

By Ben Lund

LinkedIn Ads for B2B Advertisers

Why Advertise on LinkedIn? For any B2B marketer, LinkedIn is the place to be. Why? It's the platform where you can target your audience based on job title, industry, experience, and even company. That's incredibly powerful, when you're looking to engage with other businesses. For example, see the screenshot below. You can target based on a variety of options, including matched audiences. Matched audiences are emails you upload, to then target these individuals on LinkedIn, so long as…