About Ed Goss

Search Marketing expert, Managing Director and owner of Ten Thousand Foot View.

Optimize Google Ads for B2B – Avoid Consumers

For many B2Bs there's a fairly clear path to building an effective paid search keyword strategy. CRM software, payroll services, and ad agencies are all pretty easy to figure out. But when you're a B2B that sells products that consumers also use, things can get tricky. Great examples of this are Industrial HVAC companies, professional electronics stores, and office movers. Sure, you can simply include qualifier keywords like corporate or business but that could greatly curtail your reach and ability [...]

By |2019-10-08T08:11:16-05:00October 8th, 2019|Categories: Google Ads|0 Comments

Major Google Ads Changes For Q4-2019. Now What?

Google is in the process of making a number of major changes to its platform. Ignoring the changes is not an option for most advertisers, as these will affect campaign performance if you don't attend to them. Same-Meaning Close Variants Google has progressively broadened the scope and keywords and what search queries can trigger them. This included making "close variants" mandatory back in 2014 and adding "word-order" matches in 2017. Last fall you'd think the sky was falling when Google [...]

By |2019-09-03T07:30:34-05:00September 3rd, 2019|Categories: Google Ads|0 Comments

The Right Google Bidding Strategy For You

Google offers an ever-growing list of bidding strategies. Unless you're a seasoned pro it can be difficult to understand why or where you should use one over the other. All things being equal, don't we all want to "maximize our conversions?" The answer is, not exactly. In today's article, I'll run through all available (and one upcoming) bidding strategy, explain how they work, and when you should consider it for your campaign. Manual CPC Bidding Just as it sounds, manual [...]

By |2019-08-20T08:22:51-05:00August 20th, 2019|Categories: Google Ads|1 Comment

Top-Down Vs. Bottom-Up Google Ads Campaign Strategy

When you launch a new Google Ads campaign you invariably need to choose an aggressive or conservative strategy. Which option is best? An aggressive approach, which we'll call "top-down" gets its name from the top-line of a P&L (Profit & Loss) or Income statement. Wherein the top line is revenue, this approach is aimed at driving high conversion volume. As such, there isn't much concern for the profit margin. A conservative approach, which we'll call "bottom-up" gets its name from the [...]

By |2019-06-25T06:19:56-05:00June 25th, 2019|Categories: Google Ads, Tips|0 Comments

Best Google Ads New Features From Marketing Live 2019

Google just completed its annual Marketing Live event for 2019. Each year they announce a swath of new Google Ads (and other ad products) features that are upcoming or launching immediately. This year the unstated theme seemed to be adding more inventory and placements. Shortly, advertisers will be getting access to: Discovery Ads - large format mixed content ads that will appear in Google News Feeds Gallery Ads - large format mixed content ad that will appear at the top [...]

By |2019-05-28T07:55:12-05:00May 28th, 2019|Categories: Google Ads|0 Comments

New Shopping Campaigns

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Landing Page Monthly Fees Waived!

Starting November 1st, monthly landing page fees will be waived for all PPC Marketing clients. To qualify just have active AdWords, Bing Ads, or Facebook Ads campaign management services. Normal set-up fees of $149/page apply.

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