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Microsoft Ads 101: Get Up and Running in Minutes

Google is the biggest search engine ad platform in the world. But Microsoft Advertising has potential advantages, including lower CPCs and less competition on Bing.

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Is Click Fraud Devouring Your Ad Budget?

Click fraud occurs when a pay-per-click advertisement is clicked on by a user with malicious or disingenuous intent. Click fraud first came to light in 2005, when 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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UX 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 six common mistakes that lead to lost revenue.

If you’re making one or two of these mistakes, you’re needlessly burning money.

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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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How to Use Negative Keywords (Especially Broad Match)

It’s said that, “an ounce of prevention is worth a pound of cure.” In the case of Google Ads, it’s a bit more like, “a few hours of research is worth hundreds of thousands of dollars.”

Negative keywords are easy to overlook, but they can be critical to finding your target market with PPC.

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PPC Targeting

If you’ve ever thought about running a PPC campaign for the first time, there’s a good chance you wondered which PPC channel to use.

The PPC targeting options that Facebook has available are different from Google Ads, LinkedIn Ads, Twitter, and an abundance of other PPC marketing networks.

Where do you begin when there are 72+ PPC options for you?

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Want to Reduce CPA? Try Machine Learning–Driven Retargeting.

The way we do retargeting is restrictive.

Creating a tailored, personalized campaign is often done with micro-triggers: Did the user spend more than X minutes on the site? Did they view more than Y pages? Did they add to cart? Are they visiting on mobile?

All of these data points personalize the messaging for retargeting campaigns.

But even a talented campaign manager can juggle only so many variables. Eventually, you end up with tons of segments that are difficult and time-consuming to manage. 

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Why Keyword Themes + Modified Broad Match = Winning PPC Strategy

Cutting out noise and creating a PPC strategy that drives business: it’s the goal of SEM professionals everywhere. So let’s talk about how to do that for real.

By combining ad group theming and modified broad keywords, you can create targeting that rewards you with qualified traffic right away. It’s a structure that rewards you again and again by delivering even stronger target keyword sets.

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Single Keyword Ad Groups

Single Keyword Ad Groups (SKAGs) are ad groups in Google Ads with just one keyword in them. They help PPC marketers gain more control and a cleaner account structure.

Improving your Quality Score, increasing your click-through rate (CTR), reducing your ad spend without compromising results… These are all top-of-mind for PPC marketers using Google Ads.

We increased our CTR by 28.1%, improving our Quality Score from 5.56 to 7.95 (out of 10). How did we do it?

Through single keyword ad groups. While this tactic is not as widely-known as some others, smart marketers are using it to maximize their PPC spend. Here’s what you need to know to do it too.

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Retargeting Campaigns

You already know retargeting works. But what if you’re doing it all wrong?

What if grouping all audiences into the same retargeting campaign is actually doing more harm than good?

The truth is that a lot of people never give the attention or resources that’s needed to improve their retargeting campaigns. It’s an afterthought.

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