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So far Navah Hopkins has created 12 blog entries.
20 07, 2022

What Are The Creative Requirements For Responsive Display Ads

2022-07-24T13:07:12+10:00July 20th, 2022|Search Engine Journal|

Written by Navah Hopkins - Display ads are no longer the remarketing afterthought they used to be. A powerful creative matched with clever targeting can inspire transactional desire, as well as prequalify prospects with important insights. No one wants to stunt a campaign in the set-up. That’s why this month’s Ask the PPC question is a great one for all [...]

15 06, 2022

Should I Use Broad Or Phrase Match Negative? Ask The PPC

2022-06-15T23:45:59+10:00June 15th, 2022|Search Engine Journal|

Written by Navah Hopkins - This month, we’re going to explore the subtle differences between broad and phrase match negative. A really good question came through for Ask The PPC and while we’ve covered negative match types before, this question allows us to think about additional strategic elements we didn’t cover. A reader from Rio de Janeiro asks: “Hi! Probably [...]

20 05, 2022

5 Tips To Capture Last Minute Ecommerce Sales

2022-05-20T22:45:28+10:00May 20th, 2022|Search Engine Journal|

Written by Navah Hopkins - Gift giving is like targeting in digital marketing. You’re attempting to “message map” the perfect gift based on what you know about the person while sticking to an agreed-upon budget. For some, this is a delight, and they knock out all their shopping in the weeks (or months) leading up to Black Friday or Cyber [...]

17 02, 2022

What Is Discord & How Can You Use It For Marketing?

2022-02-17T00:45:52+11:00February 17th, 2022|Search Engine Journal|

Written by Navah Hopkins Discord is an underrated gem of a community management and communications platform. This VoIP-based chat platform enables users to communicate via voice, screen share, and text. As a gamer, I am the biggest Discord fan and use it more than I use Slack, Skype, Teams, or Hangouts. And from a marketing standpoint, I’m elated it’s becoming [...]

11 10, 2021

How Does Machine Learning Work in Paid Search Marketing?

2021-10-11T23:45:30+11:00October 11th, 2021|Search Engine Journal|

All modern ad platforms now factor machine learning into their algorithms. Managing successful campaigns requires an understanding of the machine learning in each ad network.This Ask the PPC question, from Chhote Lal in New Delhi, is an important one for account managers and those they report to:“How does Google’s machine learning work in paid marketing?”In this column, you’ll learn:What is [...]

12 07, 2021

How to Set Up Offline Conversions in Google Ads

2021-07-12T22:45:35+10:00July 12th, 2021|Search Engine Journal|

Google’s push towards conversion modeling, iOS 14.5 making accurate conversion tracking optional to customers, and other recent updates mean we can no longer rely on “native” conversion tracking as our source of truth.This Ask The PPC is dedicated to all of the search marketers who correctly see offline conversions as a way forward. A reader asks:How do I set up [...]

10 05, 2021

How to Get Started on Microsoft Ads Audience Network

2021-05-10T22:45:16+10:00May 10th, 2021|Search Engine Journal|

When most PPC professionals think about Microsoft Advertising (Bing Ads for the holdouts among us), paid search is the default.You might remember shopping but too often, the youngest (and in my opinion, the most promising) channel – the Audience Network – is forgotten.I was thrilled when this question came up for Ask a PPC, likely in relation to all of [...]

9 12, 2020

How to Restructure Google Ad Accounts Without Wiping out All Your Data

2020-12-09T23:45:41+11:00December 9th, 2020|Search Engine Journal|

Account structure is always a fierce debate amongst PPC pros.We’re always chasing a campaign structure that will give us the best ROI on our time and money.So this month’s Ask Me Anything About PPC column answers a question we all cut our teeth on.Kiel in Worcester asks:“If I’m using Target CPA bid strategy and I want to move ad groups [...]

13 10, 2020

How to Manage PPC Campaigns Without Complete Search Terms Data

2020-10-13T23:45:16+11:00October 13th, 2020|Search Engine Journal|

No Google Ads change incurred more ire from the collective PPC community than the depreciation of the Search Terms Report.We all went through the steps of grief:Denial: “They couldn’t really do this, could they?”Anger: “How dare they!?!?!?!?”Bargaining: “What if I take all my ad spend and put it somewhere else until you give me back my data?”Depression: “There’s no hope [...]

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