Written by Navah Hopkins - During the holiday season, there’s an extra focus on the naughty and nice list. Successful campaigns get access to additional resources, while failed initiatives pivot or retire. This month’s question gets to the heart of digital marketing optimization and scale. Garland from Orlando asks: “At what point do you consider a campaign test as failed? [...]

Written by Navah Hopkins - Nothing is more frustrating than having your best terms hijacked by competitors. The holiday season is especially prone to this, as brands scramble to own market share. This month’s question hits especially hard going into the holiday season. Rakesh from Virudhunagar asks: “I have a question regarding the same keyword the bigger brands and I [...]

Written by Navah Hopkins - Average cost per click (CPC) is top of everyone’s mind – the lower the CPC, the more clicks you can fit into your budget. There have been several questions about how to lower average CPCs. Today’s Ask An SEO comes from two readers, Muhammad and Raghvendra, who ask the following two questions: 1. How can [...]

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 [...]

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 [...]

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 [...]

Written by Navah Hopkins - It can be really tough to come up with paid media KPIs and their correlating budgets. The most important factor is understanding what a customer is worth and how many leads you need to yield a customer. This month’s Ask The PPC question asks us to explore how we come up with costs per acquisition [...]

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 [...]

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 [...]

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 [...]