My guest on this week’s episode of Suds and Search is Purna Virji, Senior Content Marketing Evangelist for LinkedIn.
Purna is one of the most popular and recognizable personalities in paid media. In 2019, Purna was awarded the U.S. Search Personality of the year. She is a mainstay on PPCHero’s list of the top 25 PPC influencers in the world. In 2016, PPC Hero named Purna the most influential PPC marketer in the world.
My guest on this week’s episode of Suds & Search is Matt Umbro, Key Account Director at Brainlabs.
Matt is a verteran PPC marketer and one of my favorite bloggers on topics related to paid search and paid social. You can read some of his work at Search Engine Journal, Practical Ecommerce, and PPCHero.
Matt is also an in-demand speaker and conference presenter. You may have heard Matt speak at SMX, Heroconf, State of Search, and Engage.
Google Ads has a lot of exciting new features, insights, and offers plenty of ROI to excite most marketers. But of course, Google Ads has costs too and fewer marketers get that excited about planning out a budget, and historically Google hasn’t made that process any easier. Where most businesses plan their advertising budgets on a monthly basis, Google Ads complicates this process with its daily budgets on their campaigns. Since 2017, Google Ads further complicated budget management by allowing each campaign to spend up to twice its daily budget on any given day.
So, your monthly advertising budget? Divide that budget into a dozen or so different campaign budgets, then divide each of those budgets by between 28-31 days in a month, and then cross your figures, count the weekends, holidays, and pray that Google hits those budgets consistently without overspending every day. If that math equation has you nervous, then you already know the feeling of managing your PPC at the end of the month as you nearly make or break your budget.
Search Engine Marketing is essential to every businesses’ success online. For those looking to get quality traffic to their site quickly, Google Ads is an attractive option for many. With Google Ads, you’ve a lot of options to control how much you pay per each click, what traffic you buy, and how much your Google Ads campaigns spend. So, how much does Google Ads cost?
PPC is a large industry – with over 30 million businesses spending over $230 trillion dollars online in 2020. Last year, advertisers spent over $147 trillion on Google Ads, $84 trillion on Facebook Ads, and another $8 Billion dollars with Microsoft. But not all those advertisers are paying the same amount to advertise online.
My guest on this episode of Suds & Search is Christi Olson, Microsoft’s Global Media SEM Team Lead.
Christi is one of the most popular and well-known PPC keynote speakers in the industry. You may have heard Christi present at UnGagged, Content Marketing World, HeroConf, all the different SMX events, Pubcon… Come to think of it, the list of the conference she hasn’t spoken at may be shorter than the ones she has.
In this week’s video, I talk about the new Automotive Ads from Bing. They’re a completely new ad type that allows dealers to advertise specific vehicles in Bing search results. Don’t think Bing is important enough? Watch the video to find out why the Bing Ad Network is much larger than you think…
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!
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.
Manually 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:
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.