PPC

In September, Google announced the consent mode specially designed for advertisers who choose not to use TCF v2.0. What is this consent mode? What impact will it and the transparency agreement framework have on the future of Google advertising? In this article, I will roughly analyze my views on these things and how we can respond as advertisers based on the information I have collected and my personal opinions.

We all know that the brand name is very important to the difficulty of marketing. From a digital marketing standpoint, how important is the choice to the brand name? In this article, I will discuss the importance of brand names and branded keywords based on the influence of brand names on SEO and PPC advertising, and how we can name our own brands.

Two of the most time-consuming tasks for a paid search specialist are keyword research and copywriting. We can utilize all kinds of keyword research tools to deal with the former more efficiently. For copywriting, however, there’s really no easy way around it other than facing the task head-on. This article will introduce the components of PPC ad copies and some tips that can make our ad copies better.

When we are running paid search advertising, it is unlikely that our accounts can maintain the same level of high efficiency all the time. There will be some underwhelming months, and there will be some months that just have worse performance than previous periods. As paid search specialists, it is our job to plan the according to optimizations of our accounts based on the performance. In this article, we will be discussing the 4 signs we need to check when the PPC accounts are not performing well, and how to address these signs and improve our accounts

Currently most of the articles in my blog are about search ads. But actually a lot of e-commerce businesses rely on shopping ads to be their main source of revenue. Although the core of shopping ads is still keyword matching and bidding, this type of ads is very different from search ads when it comes to creation and set up. This article I will introduce how Google Shopping Ads work, how to set up the ads and how to optimize them.

Google recently announced several Google Ads updates in its official blog. One of them is that App ads can be linked with product feed to provide more detailed information and a better advertising experience for audiences. This article briefly summarizes the content of this update and some of my own opinions.

In my previous article I discussed the idea of how to lead your team members when they don’t have any paid search experiences. What if the positions switch? What if today we are completely newbies to PPC advertising, but want to enter the industry? How are we going to utilize the resources that are available to us, and appear competent during interviews? This article is based on my self-teaching experience to introduce some good methods and tools to accumulate PPC knowledge.

B2B customers, for PPC managers who mostly have B2C e-commerce clients, may be quite difficult. When the effectiveness of our advertising cannot be measured by the value of product purchases, what conversions should we pursue and track them? When the client's advertising goal is not the average individual consumer, how should we optimize the paid search advertising? In this article, I will briefly introduce the common conversion types of B2B customers, the way to track conversions, and the corresponding optimization strategies for PPC advertising.

Why would the system add conversions back to the previous month? Isn’t conversion either 0 or 1? Why would there be decimal numbers? All of these questions are related to the conversion window and attribution models of the PPC account. In this article I will be introducing these two concepts and some basic applications.