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Google Ads Mistakes

Do you use Google Ads? For many businesses, it can be one of the most cost-effective channels for driving leads and sales. If you do it right, that is.

Google estimates that for every $1 a business spends on Google Ads, they receive $8 in profit. And yet, even with those potentially impressive margins, there are five common mistakes that lead to lost revenue.

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How to Use Your PPC Campaigns as A Prospecting Tool for SEO

When launching a digital brand, PPC can be a great way to immediately break into a new market and start generating website traffic. But with rising CPCs and unmitigated click fraud, PPC can also get really expensive quickly. Even the most skilled digital marketers can struggle to run profitable Google Ads campaigns.

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How Machine Learning Can Finally Solve “(direct)/(none)"

Urchin, later acquired by Google, invented an amazing way of measuring campaign performance by using last non-direct click attribution and first-party cookies. The solution was perfect—for earlier times:

  • People used mostly one device.
  • Smartphones were rare.
  • Advertisers avoided mobile apps and browsers because user experience was, at that time, horrible.

In most cases, the assumption that users converted on the same browser and the same device as their first site visit was fair.

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teamwork

You wouldn’t hire a brain surgeon to treat your heart condition. Different conditions require different specialists. It’s the same for search engine marketing. SEO has a role. PPC has a role. And, like holistic medicine, they work best when tightly integrated. 

Easier said than done. Too often, marketers find themselves managing multiple agencies or internal teams, each of which is trying to accomplish their goals. The result is an inefficient, ineffective strategy.

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Is Click Fraud Devouring Your Ad Budget?

Click fraud first came to light in 2005, when some pay-per-click ads started to receive clicks by users with a malicious intent. Back then, several major cases were taken to court.

However, it continues to poison marketing campaigns—and find its way into more and more courtrooms. Juniper Research estimates that click fraud cost advertisers $42 billion in 2019.  

In a time when advertising budgets are being cut and many businesses are facing economic uncertainty, putting every ad dollar to good use goes a long way.

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Facebook A/B Testing

Having a well-thought-out plan for A/B testing Facebook ad campaigns is essential if you want to improve your performance reliably and consistently.

And the more you test, the better. A study of 37,259 Facebook ads found that “most companies only have one ad, but the best had hundreds.”

A/B testing Facebook ad campaigns can get complicated quickly (and easily produce invalid results). Spending the time upfront to perfect your testing process and structure will go a long way.

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