Paid Search & PPC

Expert Tips, Insights, and Analysis

PPC experts Anna Borchert, Emily Martin and Steve Kroll at conference

Welcome to your hub for Paid Search & PPC know-how. Uncover actionable tips and strategic insights, all scrutinized by industry experts. Navigate the intricacies of cost-per-click, ad auctions, and keyword targeting. Our goal is to turn the complex PPC landscape into a stroll through a well-lit park.

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Competitor Brand Terms

Pros and Cons – PLUS: 9 Examples Analyzing the Most Sophisticated Performance Marketers. The Temptation of Bidding on Another Company’s Brand Terms in Google Is it wise to bid on a competitor’s brand keywords in Google Ads? For anyone with experience utilizing strategy, it can feel a bit like taking a blow torch to your[…]

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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[…]

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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[…]

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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[…]

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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[…]

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Holiday PPC Management Findings 2018

PPC Management Takeaways From Black Friday and Cyber Monday 2018 With another Black Friday and Cyber Monday PPC season under our belts, it’s time for us to exhale with the rest of the retail and marketing world. As we take a second to catch our breath, we wanted to look back at the crazy week[…]

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Improve Your PPC Ads: Avoid Too Many Choices

The Technique It’s been well-documented in marketing psychology books like Brainfluence and others that offering too many choices to your customers can create frustration and a mental paralysis that leads to lower rates of people taking action.  This New York Times article dives more deeply into the psychology behind it.  But basically, when the number[…]

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Confluence Conference 2018

Joe Martinez, our Director of Paid Media & Community at Granular, just wrapped up presenting at Confluence Conference for the third year in a row. Everyone in attendance got to learn why they cannot avoid YouTube advertising anymore. Besides learning about the value of YouTube, marketers got to learn all of the targeting options to make[…]

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Improve Your PPC Ads: Give Your Customers A Compelling Reason

The Technique There’s a single word that can lead you to getting better results from your PPC ads.  That word is because.  Why is this word so effective?  Because whatever you put after that word acts as a justification or reason why a person should comply with your request.  And because people have grown used[…]

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4 Facts You May Not Know About YouTube Ads

YouTube campaigns in Google Ads seems pretty straight forward, right? You have a YouTube channel. You link it with Google Ads. Then you can promote your videos on YouTube to the exact audience you want. Well not so fast. There are a few caveats you should know before creating your new campaigns. Let’s break a[…]

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Improve Your PPC Ads: Tell Your Customers How Many Have Converted

The Technique A classic way to be persuasive in advertising is to use a principle known as social proof.  The principle holds that when people are uncertain about a course of action, they tend to look outside themselves and to other people around them to guide their decisions and actions. One such way to implement[…]

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SMX Advanced 2018

Joe Martinez, Director of Paid Media & Community at Granular, presented at SMX Advanced yesterday during the ecommerce section. Setting Up and Tracking a Full TrueView for Shopping Strategy There can be more to your ecommerce strategy than Shopping feeds and marketplaces. Joe demonstrated to the crowd how you can use your products to push[…]

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The First Step To Creating a Killer B2B Paid Social Strategy

So, we know that most B2B companies really should have a killer Paid Social strategy these days.  But as soon as they get on board with the idea, the most frequent question I hear is undoubtedly “What kind of content should we produce for promotion?“  The simple answer is – content that is helpful to[…]

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Why B2B Companies Need A Paid Social Strategy Now More Than Ever

Most B2B companies suck at social media.  OK, it’s not just B2B companies.  But that’s where I want to focus for this post.  You may not have thought about this before, but social media is probably more beneficial for B2B companies than B2C ones.  Of course, this likely depends on the companies and industries we’re talking[…]

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Learn More About YouTube Director Onsite

I’ve been recommending advertising videos on YouTube to clients, colleagues, and industry acquaintances for quite some time. Advertising on YouTube is one of the most affordable and efficient ways to build brand affinity and attract new customers. The issue we hear a lot is getting video content seems like such an expensive and long-winded ordeal.[…]

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5 Foundational PPC Ad Copy Tips Just for B2B Advertisers

As we know from previous posts, your B2B prospects can vary widely as there are likely multiple stakeholders in all different stages of the buying process. They range from unaware of your product’s/service’s existence to ready to buy.  Since this is the case, you’re going to see the best results by matching up your ad[…]

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SMX West 2018

Joe Martinez, Director of Paid Media & Community at Granular, just finished pulling double duty at SMX West. Check out the slides Joe presented on below. How to Use Feeds to Improve DSA Campaigns and Ads DSA feeds will help accounts easily set up new ways to target their pages. Websites with poor URL structures will[…]

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How To Carefully Choose & Use Keywords For Your B2B PPC Campaigns

The first step to picking the right keywords for B2B search advertising is defining your audiences.  Doing this first will help keep you from bidding on search terms that are superficially related to your offering, but don’t actually indicate any relevant search intent.  It will also give you ideas about what your audience can be searching[…]

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B2B Audiences: How To Create & Effectively Use Them For PPC

In B2B, you’re typically not getting a transaction online.  You’re developing a relationship that you hope will lead to a transaction offline in the not-too-distant future.  Therefore, the best approach with PPC advertising isn’t to offer what you’re ultimately selling, but to offer valuable information that makes what you’re selling attractive to those you reach[…]

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Use Internal Site Search Data to Improve Your PPC Marketing

The internal search box on your website is an opportunity for you to learn about the people who use your website and what they search for. The data you obtain from your internal search analytics is an amazing resource that tells you what your visitors cannot find on your site. There is also the opportunity[…]

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Introduction to Waze Advertising

There’s a more recent follow-up post about Waze advertising. Waze is the world’s largest, community-based navigation app. A subsidiary of Google since 2013, Waze helps users find the best route to their destinations in real time. The drivers who make up the community share information with other drivers such as construction locations, gas prices, cop[…]

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First 4 Areas to Look At When Seeing Performance Declines in AdWords

Whenever accounts see negative shifts in conversion volume over a period of time, or an increase in CPLs it becomes panic time for many. But as online advertisers, a lot of the time, the answers are right in front of us as to why the decline is occurring. There are a lot of things that[…]

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Writing Ads for Quora

Back in May 2017, Quora Ads opened up for all businesses. The platform has grown from basic topic and website audience targeting to include specific options such as question targeting (BETA) to interest targeting. The platform has become the lowest CPA channel for many of my PPC clients. While I recommend jumping in immediately to[…]

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Facebook Video Ads destroy Static Image Ads

It hurts when you realize that the thing you believe is good, is actually not good at all. Like when I play pick-up basketball in my 30’s with a memory of what my body could do in my early 20’s. Sometimes the truth hurts, but it’s what makes us better. ANYWAYS – let’s talk Facebook[…]

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How I Used Voice Search Data To Improve Ad Performance By +35%!

I remember doing a communication exercise with my wife that was guided by a good friend of mine.  First, my wife would share her thoughts and feelings about something.  Then, it was my turn.  Except I wasn’t allowed to share my thoughts and feelings.  Before I could do that, I had to summarize what my[…]

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WMTS 2017

Granular was more than happy to partner with our friends at Cultivate Communications to present one of many seminars at the 2017 Wisconsin Manufacturing & Technology Show. Joe Martinez from Granular spoke to the crowd on how users should be using about AdWords in 2017. He also focused on figuring out the value of your[…]

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