Display Ads & Negative Keywords: How do they work?
One common question I’m often asked is: how do negative keywords in Adwords / Google Ads interact with display / programmatic targeting? The very short version of the answer is: in the most annoying way imaginable–so use with care! Let’s backtrack, because to understand how this functionality got annoying–and what it […]Read all
Intro to Display Ad Targeting on Adwords/Google Ads and Programmatic Platforms: The 101
How do you target display ads? Here’s the easiest way I go about explaining it to new PPCs I’m training. On targeting display and programmatic campaigns. Think about the targeting like this: There are two levels of targeting. One is the “macro” (high-level/general) way to target them, and the other is […]Read all
What Is The Minimum Spend for Customer Match on Google Ads/Adwords?
So, as every experienced marketer knows, one of the best features of Facebook’s marketing platform is that you can upload a list of email addresses and target them. This is one of the most underused and most powerful features: so long as you can get an email address, you can […]Read all
Intro to Display and Programmatic Ads: The Buy Cycle 101
PPC 101: find the keywords of people interested in the products, take out ads, test and tweak, test and tweak, and test and tweak. Right? Sounds good… for a 101 class. But now let’s talk about the intermediate level a bit. And it gets a bit more complex: the buy cycle. […]Read all
Display ads have an average CTR of 0.05%, ceteris paribus
It’s a question all of us have asked, at one time or another: “is this click-through rate we’re getting good or bad?” I usually respond to clients in two ways when they ask this. First, “They’re all over the place, there are so many possible variations and the targeting and context change […]Read all
Can Google Display Ads Say ‘Click Here’?
Today’s question: can you put language like “Click Here” into a display image ad on AdWords/Google Display ad network? The “TL;DR” answer is: “technically, probably not; but in practice, definitely”. Let’s look into it. Google’s official policy on the question is here and it says that these are not allowed: […]Read all
What is Ad Fatigue?
Ad fatigue is an important concept to keep in mind for display ads. In short, it is when people in your target market see the same ad of yours again and again. It results in fatigue because the ad goes from subconscious messaging to conscious frustration! I’m writing this article […]Read all
What is the LUMAscape List of Online Advertising Companies?
Do you know about the “LUMAscape”? Let’s take a peek: When online display advertising first started there was a spike in companies focusing on different areas of the industry. This created confusion because there were so many companies. Those interested in online advertising struggled to figure out the focus of each […]Read all
Excellent Intro to Responsive Ads on Display Campaigns
Do you want to learn more about responsive display ads? Our friends at the quality PPC firm Surfside have a video that is a great starter for learning how to navigate these responsive ads. Responsive ads are an ad type that Google is pushing to be the future of ad types. […]Read all