PPC Advertising

Bing introduces new automotive ads

Show the car – that’s the one rule of every car ad that you’ve ever seen on TV or in print. Whether that ad is from the giant OEM, the franchise dealership, or the independent shop down the street, none of your customers are ever going to buy their next car sight-unseen. While the cardinal rule of showing off the cars on your lot dominates nearly all automotive ads – it’s been largely lost on search ads. No matter your PPC budget, 300 characters of text can’t replace the appeal of a hot car on your lot.

Today, Microsoft announced plans to address that challenge and introduced an open beta for Automotive Ads on right on the Bing SERP!

Bing Automotive Ads


Suds and Search 56 | Paula Keller French, Director of Sales and Marketing at Search Influence

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My guest on this episode of Suds & Search is Paula Keller French, Director of Sales and Marketing at Search Influence, a digital marketing agency located in New Orleans. Paula started at Search Influence in 2009 on the then-9 person team. Today, the team at Search Influence has grown considerably expanding on their SEO and PPC services to offer clients ROI-focused funnel-funnel marketing strategies with a particular focus on higher ed institutions as well as the medical and tourism industries.

Paula is a popular conference speaker, blogger, and trainer. A shortlist of the conferences you might’ve heard her speak at includes MozCon local, Local U, Pubcon, State of Search, and Engage. She’s also led training sessions at her alma mater LSU.


Google announces plan to retire Target CPA and Target ROAS as unique bidding strategies

Google ends Target CPA and Target ROAS bidding strategiesManually optimizing hundreds or thousands of individual keyword bids and various bid adjustments in Google Ads can easily be a never-ending task. Although Google Ads bidding can be complex, most advertisers have a simple goal in mind for their ads – to get more traffic, to outrank their competitors, or the most conversions for their budget. That’s why over the years Google has introduced several automated bidding strategies to help advertisers optimize toward their specific goals without requiring hours of bid management every week. Two of the oldest of these bidding strategies, Target CPA and Target ROAS, allow advertisers to optimize their campaigns towards a specific cost/conversion (CPA) or conversion value/cost (ROAS). Target CPA and Target ROAS are among the most popular bidding strategies in Google Ads for its efficiency towards optimizing toward a specific CPA or Return on Ad Spend (ROAS).

However, in a recent post on the Google Ads Developer Blog, Google unceremoniously dropped the major news that these two bidding strategies will be reorganized in the coming months! In their post, they share that they will announce more details at a future date:


Suds and Search 52 | Ginny Marvin, Google Ads Product Liaison

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My guest on this episode of Suds & Search is Ginny Marvin, the former Editor-in-Chief at Third Door Media. Third Door Media is the publisher of Search Engine Land, Marketing Land & MarTech Today. They also host the popular conference series Search Marketing Expo with nine events scheduled in 2021.

At the time our episode was filmed, Ginny had just finished her tenure at Third Door Media and we spend most of our conversation reflecting on her time there. Very recently, Ginny announced that she has accepted a role at Google as its new Ads Product Liaison.

Over the course of her career, Ginny has had a truly unique perspective on the industry. I started reading Search Engine Land back in 2008. It has remained the go-to destination for search marketers seeking daily news coverage, breaking stories, industry trends, feature announcements, and product changes.


Google Rolls Out New Way to Convert on the SERP with Lead Form Ad Extensions

Example of google lead form ad extensionEveryday, searchers turn to Google for a variety of reasons. Sometimes people are looking to learn something brand new, sometimes they’re looking to compare their options, and other times they’re ready to act. While Google search is a great tool for all these kinds of searchers, most advertisers want to reach people most ready to convert.

While a quality landing page can help increase your conversion rate, sometimes they’re just an extra step between the user and connecting with your business. For that reason, Google’s introduced several ways to convert a user directly on the SERP. Call extensions and Call ads allow a user to call your business directly from their mobile phone, for instance.

Yesterday, Google introduced a revolutionary new way to convert directly on the SERP. Advertisers can now create Lead Form Extensions and choose to send their traffic from their ad’s headline directly to a lead form on the Google SER, rather than a landing page. Best of all, if the searcher is signed into their Google account, the form will already be pre-populated with their contact details and they can convert with one click!

What are Google Lead Form Ad Extensions?

Google Ads first introduced Lead Form extensions in early 2019. Like other ad extensions, Lead Form Extensions could potentially show beneath your search ad and allowed users a new way to engage with your ad, by opening a lead form with a user’s contact information already filled out. Advertisers were quick to start using Lead Form Extensions ecstatic to see some incremental leads from their search ads.

Yesterday’s announcement allows advertisers a new way to leverage their lead form extensions. Instead of showing their lead form extension beneath their ads, this update allows users to have their ad’s headline serve their lead form instead. Now advertisers don’t need to send traffic to their website at all until a user completes their lead form!

There’s no additional cost for using lead form extensions, advertisers are only charged according to their CPC bid on Google.

2 Ways to Use Google Lead Form Ad Extensions


Google Ads Announces the End of Broad Modified Match & Changes to Phrase Match Keywords

For all of us, 2020 was a year of change, disorder, and frustration. Even in Google Ads, the pandemic changed what we search for, where we search, and how we search online – and every PPC expert had to adjust to the new normal on and off the SERP. Entering 2021, we were all hoping to get back some control in our lives and our Paid Search campaigns. Unfortunately, Google didn’t share our plans.

Broad Modified Keyword Changes

Yesterday, Google announced that it’ll be reducing the number of keyword match types from 4 to 3, by eliminating Broad Match Modified keywords. Instead, phrase match keywords will now serve ads to more traffic. Confused? Same. Let’s break that down –

What Are Keyword Match Types?


Suds and Search 46 | Ned Poulter, Founder and CEO of Pole Star Digital

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My guest on this episode of Suds & Search is the brilliant and engaging Ned Poulter. Ned is the Founder & CEO of Pole Star Digital. He has a wide breadth of digital marketing knowledge but has a well-earned reputation as one of the leading experts in the world on Paid Social. Ned is a well-known conference speaker, writer, and instructor.

He has presented at just about every big industry conference in Europe including UnGagged London, inOrbit, SearchLeeds, and Brighton SEO, where he frequently offers a must-see training course.

Ned’s agency has had an amazing run in 2020; winning numerous awards. A shortlist of the award shows that honored Pole Star Digital in 2020 includes the UK Social Media Awards, 2020 Global Marketing Awards, UK Digital Growth Awards, and the European Agency Awards where they won twice. At the time we filmed our episode, Pole Star Digital had won 11 industry awards.

I start our conversation by asking Ned about this truly extraordinary haul of awards and a little about the specific campaigns that earned Pole Star Digital these honors.

Ned is also the co-founder of Neverspoons. Neverspoons helps its users find a pint from a local, independent pub or bar. Once Neverspoons launched, the app went totally viral. The App has a really interesting backstory. During our discussion, I ask Ned all about Neverspoons and how they developed their massive following.

Join me for a really interesting interview with Ned Poulter. We’ll chat about what tools Facebook has to translate ads into foreign languages, the challenges small businesses face to get design resources, and we’ll talk a little bit about his fondness for Sushi boats.


Suds and Search 44 | AJ Wilcox, founder of B2Linked

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My guest on this episode of Suds & Search is AJ Wilcox, Founder of B2Linked, a LinkedIn Ads Agency. AJ is an in-demand speaker, podcaster, course instructor, and author.

He is considered one of the world’s leading experts on LinkedIn ads. PPC Hero included him in their list of the top 25 influencers in the world for the past four years. He’s presented at SMX, Social Media Marketing World, Inbound, Heroconf, Pubcon, and many other industry conferences.


Suds and Search 41 | Anders Hjorth, Founder of Innovell

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My guest on this episode of Suds and Search is Anders Hjorth. Anders is a veteran digital marketer and the founder of Innovell, a company that provides Digital Marketing Insights based on in-depth research. Anders is a serial entrepreneur who has founded multiple digital marketing agencies. In 2016, his agency BDBL was acquired by Accenture.

Anders appears on PPC Hero’s list of the top 25 influencers in the world. He is a regular presenter at conferences all over the world including HeroConf London, inOrbit, SMX Advanced Europe, and the International Search Summit in Barcelona.