Be A Better Marketer

Expert advice on Paid Social, Paid Search and Amazon PPC
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Introducing: Eboost Ad Spy

We look at Facebook Ads all day.

It’s what we do.

We look at ads for inspiration, for knowing what NOT to do, for competitive research, quality control or just to admire our own handiwork.

In fact, we look at Facebook Ads so much that we end up wasting a good chunk of time just trying to find the ads we’re looking for.

And we’re all about efficiency.

So, we decided to create a solution…

Introducing: Eboost Ad Spy

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Best Practices for Google’s Call-Only Ads

In our last blog post, we told you about an exciting new update for Google’s Call-Only ads that allows for longer ad copy. Jumping off last week’s post, it’s a great time to level-set and ensure that you are following all the best practices (and secret insider tips) for using Call-Only Ads.

If you’re not already using Call-Only ads, here’s some background: Call-Only ads are a type of Google Ad that targets mobile devices only. The headline of the ad auto-defaults to your business phone number, and though you can include a Display URL, the ad does not lead to a landing page. Instead, when served to users, and clicked by a searcher on a smartphone, the ad begins a phone call from the user directly to your business. This is a great campaign type if your business can accept inbound phone leads and has a trained Sales team to manage them properly.

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Exciting Updates to Google Call-Only Ad Updates

If you’re a PPC Marketer managing businesses that have a primary goal of getting leads through inbound sales calls, you’ve likely tested Google’s Call-Only Ads. We run them for an array of clients and have seen great success and a bit more volume than you might expect, even when compared to more traditional Call Extensions.

Historically, these ads had run on mobile only, with ad text capped at 80 characters for description lines. The headline of the ads would auto-default to your business phone number, and though you could include a Display URL, the ad wouldn’t lead to a landing page. Instead, when served by Google Ads and clicked by a searcher from a smartphone, the ad would begin a call from a user directly to your business. While lots of our tips for Call-Only ads remain true, there are some changes coming to Google’s Call-Only Ads, and we couldn’t be more excited!

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5 Out-of-the-Box Marketing Campaigns That Went Viral (And Why They Were Successful)

Having a viral campaign is every marketer’s dream. To achieve this, you sometimes have to think outside of the box. These 5 social media campaigns left people in awe of their creators by invoking inspiration, laughter, and bizarre curiosity.

While most of these brands were already well-known before their campaigns took place, the lessons we learn from them can be attributed to your future marketing endeavors. What matters isn’t just that these unique ideas were successful, but why they achieved the publicity that they did.

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Simplifying Google Ads Attribution Models

If you’re an advertiser setting up PPC campaigns, or a business owner meticulously measuring the effectiveness of your PPC campaigns, you’ve likely heard the term “attribution” thrown around. Attribution is the process of identifying which ad clicks should receive credit for your conversions and how much credit. Attribution can get complicated the more channels you advertise on (i.e. Social, Display, etc.), however when looking at attribution in just the vacuum of your PPC campaigns, it’s actually pretty straightforward.

A fun way to think about attribution is all the different ways your professors could have graded group projects.

Let’s walk through a detailed analogy that works to simplify the different ways you can attribute website conversion in Google Ads. To start, there are six attribution types you’ll see when setting up your conversion tracking in the Google Ads interface. For our purposes – that means there are six ways your teacher can choose to grade your group project:

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Protecting Your Brand on Amazon: Amazon Brand Registry

As someone who purchases nearly everything on Amazon (#primeforlife), I am very aware of who I am purchasing my goods from, where they are being shipped from, and if the items have the potential to be counterfeits. Problem is, I am in advertising and help sell many products on Amazon, but, the average Joe – they might not seek out these answers prior to purchase. When products are purchased on Amazon, under the belief that they come from one brand, but the products are really from an unauthorized seller – problems typically arise.

Some of these not-so-fun issues include:

Customers bad-mouthing a product to their friends and family, or worse on social media when the product is not as expected or described.
Customers leaving horrible Amazon reviews – a sure-fire way for sales to plummet if it impacts the brand’s overall rating.
Most customers these days will only give a brand one shot, and if they get a counterfeit item, or an item they don’t like, they won’t purchase again. With enough of these encounters, lifetime value (or revenue for the company over span of a customer’s lifetime) can decrease significantly.

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Amazon Sponsored Products: What’s New with Placements?

For many search marketers, having the perfect ad is everything! For those of us who live in the digital world day in and day out, we know that it’s not only having the perfect ad that matters, but also understanding where it shows. With Amazon Sponsored Products, you can show your ads in a variety of places, including top of search (first page), rest of search and on product page placement groups.

Some of Amazon’s latest features with Sponsored Products campaigns are taking note of how we optimize and offering us a few new features.

Here’s how Amazon’s latest placement updates can translate to actionable optimizations for your account:

Placement Performance Report – Much like with Amazon Sponsored Brands (previously called Headline Search Ads), Amazon Sponsored Products ads will now have its very own placement report.

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Google Ads Competitor Campaigns – Do or Don’t?

Let’s talk about a common question I get as a paid search marketer. “Should I be bidding on my competitor’s terms?” Of course, you probably already have some keyword overlap with your competitors, no matter what product or service you are advertising, but this question is usually asked from companies wanting to bid on the brand names of their competitors.

Unfortunately, it’s not always an easy “yes” or “no” question, but fortunately, we’ve put together the following guide to show you how we assess the situation for brands wanting to get involved with competitor bidding. Below, is a series of questions we ask ourselves before making the call.

Is this competitor bidding on YOUR brand terms?

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3 Ways To Create Instagram Stories Ads Even If You Don’t Have A Fancy Creative Team

Let’s be honest, Instagram Stories are fun. Less commitment than a ‘real’ Instagram post, less pressure to have the PERFECT shot, and OMG all the options and emojis!

While it’s all fun and games for users, it’s a huge opportunity for marketers. According to Statista, as of June 2018 there were 400 MILLION daily active users using Instagram Stories. That’s double what Snapchat has.

But what if you don’t have a creative and video production team ready to shoot vertical format video? Or what if you don’t have the bandwidth to convert your existing creatives into the vertical 1080×1960 format?

That’s where we’re here to help. We’re going to show you three ways to take advantage of the Wild West that is Instagram (and now Facebook) Stories ads without any help from a fancy creative team.

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Why Bidding on Your Brand Makes Sense

If you’re advertising in Search, either through Google Ads or Bing Ads, you’ve likely wondered about the value of bidding on your brand terms. It’s a question we get from clients all the time! It’s commonplace for us to hear, “Why would I spend money on paid ads for brand searches, if I already rank #1 in the organic results for my brand name?”

As a strong believer in purchasing ads on branded keywords, which typically make up the bulk of revenue and the minority of spend in any paid search account, I would love to explain why we are “all for” bidding on branded terms. While some of these reasons you’ve likely heard, hopefully there are some new ones that you haven’t yet considered.

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