Paid Search & PPC

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[…]

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[…]

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[…]

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[…]

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[…]

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[…]

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[…]

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[…]

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[…]

Within Google Sheets there are tools that are really rarely used despite the power behind them. You can find these tools in Add-ons. There is a plethora of them available, but the one I use the most is the Supermetrics add-on. Supermetrics has the capabilities to bring data in from all platforms, and from there[…]

I love new ways to think about how to create ad copy.  Looking back on my younger PPC management years, I definitely didn’t give enough weight to it from the beginning.  That’s probably because I’ve always been a numbers guy first.  But then I had a eureka moment when I said to myself…“You’re in advertising[…]

Joe Martinez, our Senior Manager of Paid Media & Community at Granular, just presented at Confluence Conference for his second year in a row. Marketers in attendance learned how they can utilize Google Tag Manager to build higher-converting remarketing campaigns. By tracking how users interact with your website, we can use event categories, actions, and[…]

In the past when we’ve talked about pricing strategies in digital marketing, it’s mostly been a conversation about post-click conversion rate optimization.  Sure, we’ve always been able to put prices in ad text.  But with the release of 2 newer ad extensions in Google AdWords (and the presence of product listing ads), it’s becoming more[…]

Editor’s Note: This post is an intro to our webinar for PPC Week by Unbounce. In the webinar on August 15th, we’re going to talk about the opposite scenario of improving low converting pages when you have a higher CTR. Every time I get high converting traffic for my clients, I want more. Besides adding[…]

Whether you have a massive ad spend budget or not, you always want to get the most out of your money. If you’re set to a limited budget, your effort in making sure every penny is being used wisely is even more important. Saving money in AdWords doesn’t have to involve a lot of difficult[…]

Joe Martinez just finished presenting on B2B digital marketing strategies at the 2017 BizExpo at Potawatomi Hotel & Casino. Attendees learned various ways they can grow their business online through online advertising, mobile optimization, video and more. Check out the slides below and download your own copy. Download the Slides

Granular was honored to be asked to be a part of The Summit on Content Marketing. The summit is on online event with over 100 speakers. Our own Joe Martinez was part of the lineup alongside industry veterans such as Rand Fishkin, Neil Patel, Andy Crestodina and many more. In his session, Joe showed attendees why[…]

A few months ago the CEO of an ad tech startup reached out and presented me with an opportunity to lead their user acquisition and growth marketing efforts. I decided to trust my gut and accept the in-house role at AdStage as their Head of User Acquisition and Growth. Leaving agency life behind was tough.[…]

Facebook is a great advertising tool. The ads have the ability to be visually stunning, it provides a fabulous space to let your brand’s personality really shine, and the targeting is so intense that I often think of Facebook as the CIA of the internet. Facebook also has the wonderful capability of doing EXACTLY what[…]

Joe Martinez, our Senior Manager of Paid Media & Community, recently presented on YouTube advertising at HeroConf 2017 in Los Angeles. In the presentation, Joe showed attendees why YouTube advertising is important in addition to his favorite types of targeting options. You’ll also get an understanding of how YouTube ads can positively impact your brand awareness.[…]

Joe Martinez, our Senior Manager of Paid Media & Community, recently presented at SMX West in San Jose, CA. In the presentation, Joe showed attendees a few of his favorite event tracking tags marketers should consider implementing. After implementation he then showcased how those events recorded in Analytics can help create unique marketing strategies to improve any[…]

My boss, Jordon Meyer, was looking for help to perform some maintenance on a speedometer cable in his 1988 Range Rover Classic. As most people do nowadays, he searched on YouTube for an instructional video to help make the task easier. When viewing the video, everything seemed normal until he hit the 50 second mark. It was at[…]

Let’s see if this scenario rings a bell. When performing account analysis, you segment your AdWords campaigns or ad groups by device. Next, you notice mobile bids convert at a much lower rate than desktop. You pull out Google’s recommended formula for mobile bid adjustments (Mobile Conversion Rate / Desktop Conversion Rate) – 1 and[…]

Granular has had an exciting year of new partnerships and growth within different search and paid social platforms in the digital marketing ecosystem. We’re heading into 2017 with a strong tailwind that will propel us to our lofty goals in the future. Back in July, Granular was selected to be a part of Google’s new[…]

Granular is happy to announce Joe Martinez, our Senior Manager of Paid Media & Community, will be speaking at two of the biggest conferences in our industry in 2017: SMX West and HeroConf. SMX West SMX West is held every March in San Jose, CA. This conference is put on by Third Door Media who runs[…]