Hidden Google Money Grabs: Targeting Expansion

Last week I posted an article describing the fact that many advertisers lose money due to the default advanced geotargeting settings in every campaign.

This week I’ll describe another hidden “grab” that causes every Google Display Network ad group to lose money – by default.

Targeting Expansion

The culprit is a hidden ad-group-level “feature” called “Targeting Expansion”. Continue reading “Hidden Google Money Grabs: Targeting Expansion”

Blog Abstract: The Great Consumer Shift

From time to time, team members will share their views stimulated by content from an industry thought leader. Here, social media expert Alexandra Sciocchetti discusses the recent McKinsey article, “The Great Consumer Shift: 10 charts that show how US shopping behavior is changing

As a data geek, I loved this article. It provides a backbone to many of the trends our team (and plenty of others) have seen developing over the last few months. From an increase in digital shopping to consumers dropping their usual brands, McKinsey provides some excellent charts that display consumer behavior during the current pandemic. Here are my top takeaways:

Digital Shopping is here to stay.

Just a year ago, we were trying our hardest to convince a local client to get an online store up and running. Now they can’t add inventory fast enough. Even as stores re-open, the number of consumers shopping … Continue reading

Speak So Your Customers Hear You: Fast & Easy Neuromarketing Hacks

Do you need to improve your marketing conversions? Understanding the principles behind neuromarketing and applying them through some simple hacks can help.

The book Neuromarketing by Patrick Renvoise and Christophe Morin introduced marketers to the concept of three brain parts that can be scientifically tested through functional MRIs and by other means in 2006. They based their research on studies done at Harvard University in the 1990s, which discovered that the three parts of the brain work together before making a buying decision. The research shows that you must appeal to the emotional side of the brain, called the reptilian brain, for your marketing to be successful. Employ these hacks to appeal to the reptilian brain.

Prove Value to Your Target Audience

The reptilian part of the brain is very self-centered. Therefore, you must feed it with thoughts that you have its best interest at heart. One way that you … Continue reading

Hidden Google Money Grabs: Geotargeting

Yes, Google is a public company whose mantra needs to be “increasing shareholder value.” But unfortunately, there are a few “features” in Google Ads that maximize Google revenue by hiding default options that eat advertiser spend without delivering value.

We’ll start with faulty geotargeting.

By default, Google has your permission to display your ads to people all over the world – even if you use geotargeting (as most advertisers do).

For proof that this affects your Google Ads account, run a User Location report. You’ll likely see that your ads have been, for example, displayed to people outside the USA even if you have only targeted the USA – or even a small portion of the USA.

That’s likely wasting money – sometimes a lot of money. Continue reading “Hidden Google Money Grabs: Geotargeting”

Making the Most out of Scripts for Your PPC Campaigns

Wondering how Google scripts can automate your business? Here is everything you need to know to get you started.

In this article we will cover:

• What is a script/ how is it used
• How to use Ad scripts
• How can scripts help improve Google Ads
• Top Google Ad Scripts Continue reading “Making the Most out of Scripts for Your PPC Campaigns”

Time to get Snapchat Certified: What to expect from Snap Focus

Snapchat is a social media platform on the rise. A favorite for the younger generation, Snapchat reached 90% of all 13-24-year-olds and 75% of all 13-34-year-olds in the US last year. These trends are only growing as more and more teens abandon Facebook and head to Snapchat to stay in touch with friends during the COVID-19 era. 

Active Snapchatters open the app an average of 30 times per dayWith such a large and engaged audience at our fingertips, now is a time to start advertising on Snapchat. 

Get a head start on Snapchat advertising with “Snap Focus” –  Snapchat’s brand new six-course certification program, which offers the opportunity for advertisers and agencies to master the intricacies of Snapchat Ads Manager and stay on top of everything Snapchat advertising has to offer. Continue reading “Time to get Snapchat Certified: What to expect from Snap Focus”