To say that the title of this post is an over-dramatization would be a fair assessment. But due to a confluence of industry changes, social media ads performance may be dropping like a rock. Apple's big privacy update (IFDA) has rolled out and so far only about 4% of US iOS users have opted in for tracking Third-party tracking cookies are on their way out by the end of 2022 Ongoing privacy concerns are driving social media giants to scale [...]
For many, the end of 2020 couldn't come fast enough. As an agency, we saw COVID shut down a number of our clients, witnessed big brands back away from Facebook & YouTube Ads, and experienced crazy-bad performance while political ads gobbled up inventory. On the positive side, our online shopping clients enjoyed massive gains. Despite being such a down year for our industry, there were some great innovations in pay-per-click. As with previous years, the best new PPC features are [...]
In most cases, a PPC agency will transform your Google, Facebook, Amazon, and other paid channels into a much more profitable venture. However, this isn't always the outcome. If you set up your agency to fail, they are going to fail. Instead, consider following this advice to dramatically increase the odds for success. Assign a Project Leader If your company has several stakeholders, pick somebody to act as the main point of contact. Ideally, this person will be armed with [...]
We've come to the end of another year. It's time to look back at what new PPC features and innovations were the most important for small business advertisers in 2019. The "features" are not ranked and are in no particular order. 1. Pay-Per-Conversion Display Campaigns - Google Ads Most small business advertisers struggle mightily to make Google Display Network (GDN) ads convert. Sure they're brilliant for remarketing or branding; when you actually have a branding budget. But what about generating [...]
Today I'm going to tackle the age-old question of whether you should manage your PPC (pay-per-click) advertising in-house, outsource to a freelancer, or outsource to an agency. What's best for your business will depend on many factors. But mainly, it'll depend on your ad budget, the complexity of your business, and in-house expertise. Furthermore, what's best today, might not be best in a year from now. I'm going to break everything down in terms of what's most appropriate for each level of ad [...]