We’ve all heard about Performance Max and how it’s taken over the world (of Google Ads, at least). But most of what we hear about is how to use PMax for ecommerce. A common refrain you’ll hear is that it’s a terrible idea to ever use PMax for lead generation campaigns. And you’ll especially hear … Read more
My Google Ads journey started over 10 years ago – which is a short time in life, and a very long time in digital advertising. The knowledge I accumulated over the years was applicable for quite a while – the same strategies that were best practices in 2013 still worked wonders until very recently. Sure, … Read more
The original beauty of Google Ads was that you could target intent-based searches…and you could do it without knowing anything about the person searching. The searcher’s private information did not matter. Interests, friends, gender, income, none of it matters when someone is searching for Harry Potter boxed set or long HDMI cable or insurance for … Read more
In 2018, we onboarded a client that sold high-end audio equipment & home cinema systems. This luxury market was booming, and the client wanted to gain more sales and revenue via Google Ads. They were currently running ads, but they weren’t well optimized, and the previous agency had used a SKAG (single keyword ad group) … Read more
In the world of long term care and assisted living facilities, a unique opportunity exists for the adoption of new marketing strategies. We’re all familiar with how labor-intensive the traditional methods of gaining leads and increasing admissions can be. A digital marketing strategy that uses closely targeted PPC (pay-per-click) ads is one of the most … Read more
This case study was originally published in 3 parts, with incremental updates coming along in the course of a year. Now that our site is chugging along nicely, I thought I’d condense these into one long article so that you can see the full progression of our project. In January of 2021, we hit a … Read more