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Category

PPC Strategy
think outside the box
I’ve been hearing murmurs for a while… Is PPC dying? Is the PPC advertising industry going to die off with the rise of AI in marketing? My take is no, probably not. At least, not in a very predictable sense. I think the uncertainty and fear of this notion stems from a misunderstanding of AI,...
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google vs facebook title
Here are the basic facts: Google is the largest search engine. Facebook is the largest social network. Like it or not, these are the two primary options for making your brand visible online and attracting new customers/clients to your business. The differences between them don’t necessarily make one better than the other. Ultimately, it’s important...
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Paid advertising already requires that you pay money directly to advertising platforms, so the idea of spending additional dollars to an agency for management can be a high risk. The Bootstrap Startup Scenario Consider the scenario where you spend about $500 – $1,000 on ad spend per month. For a lot of bootstrapped startups, that...
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399H
As the internet becomes more saturated with new online businesses, digital advertising has become very expensive for small businesses trying to compete in competitive markets. Take a look at AdWords, the #1 digital marketing platform. These days, we consider it inexpensive if you can maintain an average cost-per-click (CPC) under $2. I work with some industries...
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I have been creating a calculated metric in Google Analytics accounts lately, called “Profitable Conversion Rate.” It is very straightforward. For an ad account, such as Google AdWords, you will see a goal conversion rate or e-commerce conversion rate metric in your Google Analytics data. Most companies, especially small businesses, don’t actually know what conversion...
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As one of three primary metrics that determine what your profitable conversion rate is, this is the one that involves the least hassle. The dynamic is pretty straightforward: the more your margins shrink, the higher your conversion rate needs to be in order to profit on advertising spend. For some businesses, margins are inflexible and...
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