Author: Pia Mikhael
-
Universal Analytics vs Google Analytics 4: Four Exciting Changes
In case you haven’t heard already, the planned sunset of Universal Analytics (UA) is quickly approaching. In July 2023, Google will officially stop processing data through your Universal Analytics property, replacing it with Google Analytics 4 (GA4). So, if you haven’t already added your GA4 container to your website yet, then that’s definitely something you…
-
Quality Score 101: Understanding and Improving Your PPC Rating
Quality Score (QS) is a rating algorithm used by Google to determine the relevance and usefulness of a website or landing page to the search keyword of an ad. There are several factors that contribute to Quality Score, including landing page experience, your ad relevance, and the expected click-through rate (CTR) of your PPC ads.…
-
Last-Minute & Quick Ways To Advertise BF/CM On Google Ads
Let me paint the picture: it’s 2 days before BFCM, and you’re realizing that your brand neglected Google Ads (as per usual). You’re convinced that advertising for BFCM on Google isn’t going to be as impactful as on Facebook, and now you’re debating scrapping it altogether. Let me get you in on a secret: Advertising…
-
You Should Add Broad Match Keywords In Your Google Ads Account
For a long time, Google’s default match type, broad match, was taboo in PPC advertising. Google’s algorithm with broad match keywords was undeniably weak. Broad match used to take your keywords and match it to any related words that were thrown into the search engine. The resulting messy traffic caused advertisers to stick to Phrase…
-
Apple’s Plan To Takeover Facebook’s Advertising Monopoly
It’s no secret that the digital advertising space is dominated by Facebook. Brand, of all niches and sizes flock to the platforms for their advertising needs. As the targeting maestro, Facebook was famous for having data on every individual that used the app, and knew how to leverage it to benefit brands. A jackpot for…
-
Meta’s Performance 5: Facebook’s Post iOS 14 Best Practices
I was lucky enough to attend Meta’s Small Business Performance Summit in London last week. The entire conference was centred around Facebook’s Performance 5, a new framework for brands to follow to get the most out of their Meta ads. As Meta, and all advertising platforms, move more towards machine learning and automatic recommendations, they…
-
“Going Broad” on Facebook: What Does It Mean & How Should Brands Do It?
With all the chatter around “Going Broad” on Facebook, I decided to dive into what it really means to target broad audiences, and how brands should do it. But first, what is Broad Targeting? Broad targeting on Facebook is running an adset with no interest-based targeting or pixel-based audiences. This became a popular targeting method…
-
Responsive Search Ads — How To Test & Create Impactful Ads
In June 2022, Google Ads officially sunsetted Expanded Text Ads (ETA) in an effort to have more automation in its ads platform. Most agencies (should have) created Responsive Search Ads months in advance of the new update. However, even after the platform update, advertisers are still able to run their old Expanded Text Ads. We…
-
How To Generate High Quality Leads For Your Business With Google Ads
Lead generation is a crucial part of any service-based business’ customer acquisition strategy (think software, real estate agents, dentists & healthcare). It is unlikely that a customer will buy into a high costing service before they’re better educated on the service. Most customers will need to be sold. Intent is the most powerful indicator of…
-
Is Your Brand Ready For BFCM? How To Crush It With Google Ads in 2022.
Five days into Q4, brands around the world have buckled down and begun planning their Black Friday/Cyber Monday campaigns. In this article, I will share how you can use Google Search Ads to get the most out of this BFCM season. Let’s hit those revenue goals. First and foremost, although I’m focusing this article on…
PPC Pia 