What’s So Exciting About Google’s New Demand Gen Campaigns?
Well-rounded B2B digital advertising programs include campaigns that are geared to demand generation, brand awareness, and lead capture. Understandably, most programs put the greatest emphasis on...
View ArticleHow to Use PPC to Act on (or Respond to) Unplanned Publicity
When your business is in the news or getting attention online somewhere, it’s an opportunity for PPC teams. If the publicity is good, you can use your Google Ads program to capitalize on it. If the...
View Article7 Recommendations for Google Ads That You Can Safely Follow
The world of digital advertising is filled with recommendations and “hot takes.” Some advertisers proclaim, “Broad match is terrible” while others say, “Broad match is amazing!” There’s little room...
View ArticleGo Beyond Google Ads with Programmatic Advertising
When most of us think of online advertising, we think of Google Ads. Or, if we’re talking retail and shopping, we might think of Amazon, Walmart, or Target ad buys. And, if you’re a B2B, you might...
View ArticleWhat Small Businesses Need to Know About Google Ads
While my team usually works with enterprise B2B businesses these days, we still take on smaller clients occasionally. We enjoy these clients. Improvements can happen very quickly when the client is...
View Article10 Questions to Ask Before You Create a Google Ads Account
If you’ve ever audited a Google Ads account, you know you’re likely to find a few obvious, and very correctable, issues—especially if you’re working from a checklist. Things like: Newer campaign...
View ArticleHow to Make Sure Your Text Ads Inspire Trust
Why will people click on one ad — and not another? Obviously, lots of factors go into the decision. But one factor that’s essential is trust. If your ads look slightly “off” or a little bit...
View ArticleMy Google Ads and Digital Marketing Wishlist for 2024
With the holiday season upon us, it’s time to compile my annual wishlist of things I’d like to see in Google Ads and the digital marketing industry in the coming year. For this year’s wishlist, I...
View ArticleOur Top 5 B2B Digital Marketing Articles in 2023
The world of B2B digital marketing is always in a state of perpetual change, and 2023 was no exception. We had a lot to talk about! And so I committed myself to continue writing about our industry...
View ArticleGoogle Ads Myths: What’s New—and What’s Not
In past years (2015 and 2021 specifically), I’ve written about the myths that surround Google advertising. Surprisingly (and somewhat dishearteningly) many of these myths continue to circulate. In...
View ArticleWhy Now Is the Most Important Time for Nonprofit Advertising
Many nonprofits enjoy a spike in donations at the end of the year. And so, they focus their digital marketing programs on November and December. But here’s a secret: If you want to pull in donations...
View Article3 Opportunities to Take Google Ads From Cost to Investment
Many marketing leaders see Google advertising as a cost item rather than an investment in the business. This is especially true when Google Ads performance is sluggish. It’s only when their Google...
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