Blog

Digital Marketing, PPC, eCommerce and Lead Gen

  • 6 Google Ads Scripts Every Account Should Be Using

    I’m writing this the day after Halloween, which may be the perfect time to talk about Google Ads scripts since it’s a fairly scary subject to most people dealing with accounts.  But let me tell you…it doesn’t have to be.  With such an amazing, sharing community all around us, PPCers aren’t on their own…ever.  Trust me, I don’t know a thing about coding.  But since others do, using scripts for important tasks on accounts has become a copy/paste endeavor for the most part.

    Without scripts, you have to take the time and energy to go and check everything out for yourself.  Not only is this inconvenient, but it also creates major lag time.  What if you made a mistake with something 2 weeks ago and haven’t had the time to check out your account in the last 2 weeks?  You may have made a costly error that you’re not going to catch right away.  But with scripts, you can make sure you do.

    With that said, not every script is for every account.  In the PPC management world, we always say “it depends” because most of the time there are a lot of factors that go into what the best decisions are for particular businesses and accounts.

    But, there are some things where it doesn’t depend.  With some things, no matter what, something needs to be monitored so that you can be saved from some potential big trouble.

    That’s what I want to focus on here.  So far, I’ve implemented some scripts others have created that apply to every account I manage; and should be applied to every account YOU manage.  Here are 6 of them I use…

    Negative Keyword Conflicts

    Adding, moving, excluding…oh my!  With keywords being foundational to Search advertising, it’s inevitable that in the course of moving things around, we’ll make mistakes.  But without some kind of alert, we’ll likely miss the mistake and the associated traffic with the positive keyword we’ve added to an account.

    If we’ve added a keyword to an account, it means we want traffic on it.  But, if there’s a negative keyword blocking it from showing, you won’t get that desired traffic.  If you’re thinking the Google Ads UI already shows you this information, you’d be right.  Except it leaves out if the conflict is coming from an account-level shared negative keyword list.  So, if you’re using those, this script is a must.

    Also, the notification in the UI requires you to go check it.  With this script, you get an email with a populated spreadsheet after the script runs and finds conflicts in your account so you can go fix them and get the traffic you want.

     

  • Book Review: Digital Marketing in an AI World

    Some would say we’re not significantly affected by the media we consume. I don’t claim to be one of them. After watching a lot of the movies being put out these days that show futuristic visions of how artificial intelligence might be incorporated into the world in the future, I can’t help but wonder how […]

  • Stop Getting Sold On “Geo-Fencing”

    Synergy, change agents, deep dive, circle back, boiling the ocean, ping me – remember some of these cringe-worthy business buzzwords? Business is full of them, and yes I admit, I still use some of these words from time to time. What is it about business that gets us stuck on meaningless one-liners and platitudes devoid […]

  • instagram in-app purchase

    What In-App Check Out in Instagram Means for Your Paid Media Campaigns

    For a little while now, Facebook has been pushing its Marketplace section as a sort of Craigslist killer. There are quite a lot of listing and a decent amount of traffic inside Facebook’s Marketplace system. But it hasn’t caught on the way Facebook hoped. While the Facebook Marketplace is not going anywhere, as of now. […]

  • 3 Strategies to Drive eCommerce Sales

    3 Strategies to Drive eCommerce Sales

    With the advent of quick-to-market ecommerce platforms like Shopify, Big Commerce, and Squarespace (just to name a few) there are more people jumping into the world of ecommerce every day. While it’s possible to grow an organic footprint for an ecommerce brand, PPC and paid media continue to be the driving force behind ecommerce sales. […]

  • 5 Non-Lead KPIs B2B Digital Marketers Shouldn’t Forget About

    Leads, leads, leads!  It’s the cry of B2B marketers everywhere, and for good reason.  But consider this…do you try to force your offline relationships into spaces they’re not ready for?  Or do you instead nurture relationships with prospects and customers in ways that work for them as you build trust and gently nudge them toward […]

  • RSA vs ETA Google Ads – 4 Month Test

    When Google introduced Responsive Ads to all advertisers in July 2018, I saw it as an opportunity to simplify the workflow for a common optimization task performed by search marketers: ad copy testing. It has long been a best practice to run multiple variations of ad copy simultaneously, accrue data, and decide winners and losers […]

  • ppc-web-design

    Change How You Think About Web Design – Part 3

    After somebody clicks on an ad, the only way to turn that person from a window shopper to a customer is the experience you provide for them on your website. It’s that critical moment, right after a click, for your brand to make an impression, gain trust, and ultimately get the person to spend their […]

  • email-marketing-for-ppc

    Change How You Think About Email Marketing – Part 2

    I wanted to start this blog series off (check out part 1) talking about one of the most underutilized and misunderstood digital marketing mediums: email. Email marketing is much more than just sending a newsletter or sales to your consumers. There are many secondary benefits from running an email marketing program, most of which can help […]

  • This Is What You Really Want From A PPC Manager

    When I first got into PPC management, I had basically no client management skills.  I got into PPC because I read a book called The Future of Music (I’m a musician) that explained to me how digital distribution was changing entire industries and how the Internet made it possible for anyone to sell anything to […]

  • Improve Your PPC Ads: Use Precise Numbers

    The Technique In a previous post, I showed you how telling your customers how many have converted unlocks the principle of social proof and is helpful in persuading more people to take action.  In that test, I simply replaced a fairly generic introductory text in an ad designed to attract subscribers on Facebook to include […]