PPC

Event Recap: Thinking with Google About PPC Profitability

Common metrics used to judge the success of marketing efforts—such as cost per acquisition (CPA) and return on ad spend (ROAS)—can prove to be short-sighted and ineffective. Even though CPA, ROAS, and other front-end metrics may be what the C-Suite is used to, evolving the conversation to profit-based measurement can lead to better results. Profit optimization is not as easy as flipping a switch; marketers have the challenge of sharing the message and convincing leadership that it can create results. Last week, we hosted a seminar with Nick Danford, Agency Development Manager at Google, and Maddie Cary, Point It’s Vice President of Client Services, to talk about PPC profitability.

Interview with Google: The Importance of Paid Search Profitability

I recently had the pleasure of speaking with Nick Danford, our guest expert at Point It’s upcoming Thinking With Google: PPC Profitability event on the Google campus. Nick works with Google’s Global Business Organization, where he drives performance-based strategy and crafts AdWords solutions with some of the department’s most strategic, digital agencies. I challenged him to help me understand how paid search can help a marketing department grow into a digital advisor to the larger business, and wanted to share the highlights of our conversation.

Why Did They Google It in the First Place?

One of my favorite things to do lately is to ask people in the PPC world a deceptively simple question: “Why did they Google it in the first place?” I’ve been asking it all over — in one-on-one conversations with peers and in front of crowds (including during a presentation at the 2018 Hero Conference in Austin, Texas). The purpose of the question is to dig into what to do when you’re facing an overcrowded market and are having a hard time growing your search program, specifically your branded search.

Blog: Five Key Issues Every CEO Should Consider Should Consider About a Paid Search Audit

Five Key Issues Every CMO Should Consider About a Paid Search Audit

If you type the term “paid search audit” into the search engine of your choice, the results will be an inundation of blog post upon blog post upon webinar upon whitepaper about how to execute paid search audits. You’ll even notice many agencies out there advertising “Free Audit!” The quantity of information is overwhelming — but you’ll quickly notice that the amount of quality information leaves something to be desired. I’m here to help guide you through these muddy waters. I want to talk about five key issues to consider when thinking about paid search audits, and how to weigh the benefits of having a third party execute your audits.

Blog: Five Key Insights to End your Frustration with Paid Search

Five Key Insights to End your Frustration with Paid Search

At any given moment, most PPC programs are wasting up to 30% of their budget. Many people feel the frustration associated with trying to make PPC work for them — and perhaps you feel their pain. Point It’s President Frank Coyle weighs in to offer five key insights (and related recommendations) to help end your frustration with paid search.

The Shift to Automation

Search marketing seems to be shifting from complexity to simplification.  A few years ago, the best practice was to build out campaigns very granularly, customize ad copy and separate out match types.  The goal was to have higher quality scores and more control over bidding.

SMX West 2017

SMX West Recap: Natural Language, Mobile & More

This year’s SMX West might have been held on the only 3 days of the year that San Jose saw no sun, but there was plenty to keep our minds active indoors. The conference was packed with engaging speakers, cutting edge ideas and hands-on workshops. While several areas of search advertising were discussed in depth, here are some of the broader themes and ideas that the Point It team took away.