PPC Advertising


There are many options when it comes to “PPC” promotion. Just to name some common platforms, Google AdWords and Facebook are two very popular ways to get PPC traffic. Both work very well when it comes to getting paid traffic. As for the best one I’ll let you decide.


Both Google AdWords and Facebook ads are very powerful, because you can test and view your results and see what is working and what you need to cut from your campaign. You can build a target audience with factors such as age, gender, geographical region, interests, and view your conversion rates. You can set up a daily budget or set up a campaign budget, change that budget on the fly, and cancel it at any time should your campaign be a stick in the mud. Therefore, let’s get into some of the reasons.


1. Results Tracking

“PPC” results can be seen within a few hours of your ad being up and running. You can filter between mobile and desktop, browsers, geographical areas and see how many people have clicked on your ad and how much it has cost. You have the option to pause your campaigns at any time and restart them when you need more traffic and/or your budget allows. This really is a great way to get more traffic when you need it. And traditionally works faster than organic traffic.


2. Targeted Audience

Laser targeting your audience is very easy and has enormous potential to get the right people at the right time to your website. Never in history has it been so easy to target the exact people who you are trying to reach with your website. Set your keywords and let Google and Facebook point the right people to your ad.


targeted audience

3. Target by Demographics

Before the internet, it was almost impossible to target by demographics without having to place advertisements in magazines and newspapers which were published in the country you were trying to reach. Now you can select any country in the world to target your ads to.


4. Target by Interests

With the added option of targeting your audience by their interests it makes “PPC” even more business savy. For instance if someone has shown an interest in dog grooming then they may see your advertisement if that is what you are promoting. This will really narrow down your results and get the exact audience that you are looking for.


Facebook Interests


5. Easy to Track Results with Tracking Pixels

Tracking pixels can be used to see how many users have gone through to your Thank You page. This will give you real-time results and let you see how many conversions you have achieved in your campaign. You can of course place your tracking pixels on any page on your website for instance a sales page for a certain product you are promoting. You can put your tracking pixels on a thank-you page for your opt-in email list.



There are many ways to drive traffic to your website, blog, promotion, email subscription landing pages, and sales, but pay-per-click advertising with Google or Facebook is one of the fastest ways to really make an impact. Google something or scroll your Facebook feed and you will see right away how many people and businesses use this pay-per-click advertising.


Author Bio


Jonathan Ketterman has been working with WordPress and online marketing since 2011 and has run a few successful blogs through affiliate marketing, content marketing, blogging, and eCommerce. Jonathan is Currently a student at Texas A&M University Central Texas pursuing a degree in Aviation Science and Management. For more info please visit Www.amerdus.com.



Gmail Ads


Google can be an amazing platform for inbound marketing visibility. Google’s ad platform is very dynamic and the possibilities for visibility or immense. If you’re looking to further that Google AdWords reach just a little bit check out Gmail ads.


Google Gmail Ads

Image Copyright: alexeyboldin / 123RF Stock Photo

Google AdWords Changes


As you know, Google (for better or worse) is constantly changing. This time, it’s for better. Google recently held a release party where changes to AdWords were discussed.


The changes are big ones—that are really cool. As a business, you can use the changes to get your name out and increase conversions (thanks to an awesome new feature that will be discussed below). Let’s stop talking and get right into the good stuff that can help you.


Here we go:


You Can Now Use Google Maps to Give Your Business a Powerful Reach

Every day, over a billion people use Google Maps to get from point A to point B. That’s a big number—that can now be used to your benefit.


With the new AdWords Google Maps feature, you have the ability to match customer search history to your services, and then provide an ad as the customer uses Google Maps to get somewhere that’s near your business.
This is a powerful way for you to extend your businesses reach. Also; because it’s mobile-based, it gives you an advantage over traditional PC advertising.


You Can Now Use Text Ads…..

in an efficient manner.


Here’s why:


  • Real estate has increased by 45 characters
  • You can now use two headlines
  • Headlines have increased by five characters


New AdWords Features


As you can see, the text ad game has been changed. PPC marketing is evolving to marketing that’s actually marketing. Technical marketing (i.e. bidding, match text) is being replaced by creative copy marketing. Your ability to create compelling hooks and provide product/service descriptions can now be used effectively.


You Can Now Gain Valuable Information in Regards to Conversions

Google has created a feature where you can measure your ad’s effectiveness based on in-store conversions. It uses the map on customers’ phones to relate ad viewing to actual purchases.

This invaluable information can be used to show you if your ad is holding its weight. If it is, great. If it isn’t—back to the drawing board.


One More Thing You Should Know

Google’s mission is to change AdWords—and search—to a more mobile and tablet based medium. As you know, this medium is replacing traditional PCs at an incredibly fast rate. In the future, we’ll see more and more mobile and tablet advertising opportunities.




You now know three Google AdWord changes that can benefit your marketing campaign. Use any, all, or any combination of them to help extend your reach and maximize conversions. Realize that everything in the digital marketing world is becoming mobile/tablet based. Your marketing skills will soon be put to the test. If you need Brand Dignity’s assistance, we’ll gladly provide it.

Image Source: 123RF/Ingvar Bjork

Google AdWords

Advertising has always been a way to build awareness and drive sales. The ad industry was once dominated by TV, print, and radio. Now Google is one of the largest ad sellers that can put your business in front of thousands of highly qualified prospects. Many brands have leveraged SEO as a way to gain “free” exposure. But with algorithm updates and organic results now showing below the fold, it’s becoming more difficult to earn top positions on search engine result pages (SERPs).


Is buying ads the solution? Some advertisers have been surprised to eat through budgets quickly, spending between $6 to $10 per click. Sometimes even more for highly competitive keywords. All this effort just to show up on page two or three on Google. Why is this happening?


Organizations that better understand online advertising will pay a fraction of the cost most advertisers pay. The same keywords that are killing your budget are working wonders for your competitors. Why is this? What can you do to make Adwords cheaper for you?


Adwords and SEO

You should first be concerned with search engine optimization. SEO isn’t for organic ranking only, it’s also essential to ad placement, ad cost, and how your web pages convert.


If you have a quality site with good SEO, Google will give you a higher ad rank. This will make your ads cheaper and give you better placement. The video below explains how the system works. At around 4:02 it goes into detail about the role quality plays in your advertisements.



Audience Targeting

To spend less with Google AdWords, you also want to make sure you’re targeting the right audience. Having the wrong people click your ads will drive up cost and lower conversions. If you’re looking for impressions (for brand exposure and not conversions), it’s best to advertise using CPM (cost per thousand impressions) rather than cost per click.


Use Googles Keyword Planner to help you identify the right keywords for your campaign. If your target audience is located in Florida, be sure you target that location. If most of your customers speak only English or Spanish, use language settings to include certain languages.


Making these selections doesn’t mean you’ll find the perfect audience, that’s why testing is essential.


A/G Testing

You’ve probably heard of A/B testing, in order to test one campaign against another. However, I suggest A/G testing, where you compare multiple campaigns using different keyword groups to see which keywords and phrases perform the best.


After a few weeks of testing, compare click-through rates (CTR’s) and conversions to see which campaigns are most profitable. You can even compare data such as times of day, device, and demographic information to better tailor your ad copy.


Avoid Bidding Against Yourself

When testing or running multiple keyword groups, be sure not to bid against yourself. When choosing keyword and phrases for a campaign, make sure the keywords you are targeting aren’t similar to any other groups. If so, you will be competing against yourself and drive up cost.


Avoid this by grouping only closely related keywords in each campaign and segmenting your audience.


Audience Segmentation

You may be targeting multiple groups of people with different interest that match your varying offers. Say for example you are a car dealership, with customers in the market for vans, trucks, and sports cars. Don’t target too broad of an audience, these people have different interest and triggers that motivate them. The woman in the market for a sports car may be single, with no kids, so words like “fast” and “red” in your ad copy may cause her to click on your ad. The dad in the market for a truck may be looking for a work vehicle and something large enough to pack tents and coolers for family camping trips.


To save money on ads, know your audience and segment them accordingly.


Landing Page

Finally, to save money on your Google Adwords campaign, it is essential to have a good landing page. When driving traffic to your site, you want to avoid high bounce rates. A bounce is what happens when visitors come to your site and leave without engaging with your content (e.g. click a button, sign up for email). If your bounce rate is above 50% you either need to change your ad copy to make sure you are targeting the right audience, or make changes to your landing page.


I suggest making multiple landing pages to test different images, buttons, colors, and keywords.


Don’t just send users to your homepage. Create pages specifically for your ads and eliminate distractions on that page. For example, don’t feature too many links that may cause your site visitors to explore and navigate away from your sales or email sign up page.


Google also gives precedence to well-optimized landing pages. So make sure your landing page gives you the best possible chance to convert your site visitors.



Larry C Lewis is an Internet behavior scientist best known for his work in social media and video marketing. He is the head of marketing at Digital Exponents and the founder of Marketinglikeapro.net. For more information, Larry can be reached on Twitter @larryclewis.

Google AdWords Help

Copyright: dennizn / 123RF Stock Photo

Google AdWords Approvals


Google AdWords Video

If you have ever used Google AdWords you will know that not everything always gets approved by their moderators. If you want your ad to be live you have to adhere to their guidelines. Check out this Google AdWords video where they discuss ad approvals for agencies.


Google AdWords Remarketing


Remarketing used to be creepy, but it isn’t anymore. People now realize that advertising is a dynamic initiative and businesses will try the hardest to become noticed online – even if it requires following you around. Google AdWords makes it very easy for businesses to be sort of…eh creepy.


Here are three official Google AdWords videos that could help you have a better remarketing campaign.


How to Adjust Your Remarketing Bids and Grow Volume 


How to Set Up Strong Remarketing Lists in Search


Remarketing Lists for Search Ads

Google AdWords Mistakes


Running a Google AdWords campaign requires an extensive amount of time and knowledge for it to be successful.


When starting your first ppc campaign, it’s important to consider the different types of PPC advertising and choose the campaigns that will offer the greatest benefits for what you want to accomplish.


While many companies may believe that they can save themselves the money by doing it in-house, it usually isn’t the case. You’re actually more likely to be spending money on unnecessary clicks and driving your cost-per-click up.


So how do you know if you’re doing PPC wrong? This blog will guide you through the most common Google AdWords mistakes to help set you in the right direction.


Common AdWords Mistakes:


Mistake #1: Not Using Ad Extensions


In search campaigns, not using ad extensions is like ignoring your best friend. It doesn’t make a whole lot of sense.


Ad extensions allow you to enhance your ads and provide a more personal touch to people looking for your product or service. If you haven’t used ad extensions or don’t know what they are, it’s time to brush up on your knowledge of them to gain a better understanding of how ad extensions work.


The Google AdWords program features ad extensions such as call extensions, sitelink extensions, location extensions, and several others. By setting these up, you’re proving more information for people viewing your ads. If you use a call extension, then searchers are able to click on the phone number in your ad in order to make a call to your business.


By not using these ad extensions, you’re placing yourself at a significant disadvantage compared to your competitors. To start using ad extensions, let Google walk you through the steps.


Advice: Apply ad extensions to specific ad groups, this will allow searches to see ad extensions that were created for the keywords they’re searching for. Also, make sure you aren’t just creating one or two ad extensions. Create all of the ad extensions that you feel add value to your business.


Mistake #2: Not Using Ad Groups Effectively


This might just be the most frustrating mistake you can make….


One ad group should NOT contain all of your keywords. Google recommends using 5-20 keywords per ad group, but another method is to use SKAGs. SKAGs are single keyword ad groups, and using the allows you to create ads that are highly relevant to specific search queries.


Advice: While using a single keyword for every ad group may not make sense, I’d suggest using one to five keywords per ad group.


Mistake #3: Not Eliminating Irrelevant Searches


Using the search query report in the AdWords interface, you get access to what people are searching for prior to clicking on your ad.


Having information on searches will allow you to pick out the irrelevant ones and make them negative keywords. If you’re hesitant on whether or not to add a search as a negative keyword, think about how it relates to your product or service. If it isn’t closely related, then it’s best to get rid of it.


Advice: Not sure where to start when building a keyword list? KoMarketing has a helpful list of 200+ negative keywords.


Mistake #4: Only Using Broad Match Keywords


By only using broad match keywords, you’re going to generate countless irrelevant clicks. Wondering why? Smart Insights breaks down each match type and offers an easy description of how each match type will make your ad appear. Being successful with PPC means being able to differentiate between match types and what searches can trigger your ad to appear.


Advice: Rarely use broad match keywords and know the difference between the different match types for both regular keywords and negative keywords.


Mistake #5: Not Analyzing Your Results


Analysis is vital to success with any marketing method. If you’re not proactive about analyzing your results, then how do you know what’s working and what you need to change? Quite simply, you don’t.


To get you started, here are three incredibly beneficial articles for learning how to analyze a PPC campaign:



Advice: Do your research on the metrics that will track your goals and monitor your account’s performance on a monthly basis. Don’t make rash decisions too quickly. Give your campaign time to play out so you can make informed decisions based on the data.


What’s Next?


Start implementing these tips in your PPC campaigns and if you have any questions, let us know.



Ryan Hanehan is a SEM & Content Marketing Specialist at KathodeRay Media, a marketing agency outside of Albany, NY. At KathodeRay Media, Ryan handles PPC & SEO initiatives in order to help companies grow their visibility and acquire more leads.

Google Keyword Tips


If you have ever ventured into the web marketing space you will know that keywords are sort of the holy grail of internet marketing. Whether it’s SEO or AdWords the wrong keyword could wreak havoc on your budget and efforts. Keywords are the driving force for visibility across many different Internet marketing channels so it is important you know how to use them and leverage them properly.


In this video Google discusses how to pick the right keywords for your campaign.


Here’s a quick break down on the approach.

  • Think like a customer.
  • Organize by theme.
  • Be specific.
  • Use negative keywords.
  • Use the keyword planner.




Many of us know how to use Google AdWords but most of us really don’t know how it works. The tool is hands down very powerful but have you ever stopped to wonder exactly how and why things happen? With so many search queries happening every single day it is amazing how this powerful advertising tools keeps up.


Our friends over at Pulpmedia put together this infographic that goes into detail how Google AdWords actually works.



Ideal Shield
Now don’t get us wrong, we understand that Google AdWords is not for everyone. For some businesses it does work better than for others it just depends on your profit margins and business model. In this recent Google video one company by the name of Ideal Shield is using AdWords to work for them in an amazing way. Creating a profit flow of about $22 per each $1 dollar spent on the Google AdWords platform. Nice gains right there if you ask me. The point we are making is that they wouldn’t know that was possible if they didn’t give it a chance.
Google AdWords is worth a shot for every business to try out. You should at least give it a chance before you write it off.