Throughout the year there are many opportunities to promote and participate in a sale period, the obvious being Black Friday and Cyber Monday. As we approach these sale periods we have to consider the best and most effective way to communicate the sale through Google Ads.
Through our experience the following list is our process for approaching an upcoming sale in Google Ads.
Since Shopify is depreciating different parts of the customer checkout tracking is getting more complicated. Shopify recommends using Customer Events but I have found there are still issues with this solution. As of right now the most success I have had is implementation with Google Tag Manager.
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YouTube Ad Sequencing Campaigns allow you to tell your brand story in an order that you define through the Google Ads interface. This allows you through the Google predefined definitions to Introduce & Reinforce, Prompt & Inspire, Attract & Direct and Engage & Differentiate. Although perhaps more alluring is that you can define your own custom sequence through sequencing.
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With Google’s recent announcement that YouTube’s video action campaigns are being upgraded to Demand Gen it’s now clear who their favorites ad types are these days. Thomas Eccel summed it up perfectly with this meme.
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Google Ads has changed through recent years to prioritize bidding strategies , and as such Lead Generation strategies have had to adapt to automated bidding strategies for best performance. It is in the setup of these bidding strategies that you can assist Google in differentiating between good and bad leads for performance, if you know how.
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Are you struggling to generate Ad revenue from Brand Search campaigns? Perhaps your brand name is generic, or shared with another business in a different vertical.
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Over the past few years there has been a dramatic shift towards short form video across all social media platforms with YouTube being no exception with the introduction and heavy push of YouTube Shorts. Until recently it was not possible to advertise exclusively on YouTube shorts without workarounds or hacks but that changed in Q4 of 2023 when Google Introduced a simple tick box to advertise on YouTube Shorts, if you know where to find it.
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Checkout Extensibility enables Shopify Plus users to create checkout customizations that are built into apps.
Highly beneficial if you are looking to enhance your checkout with added functionality, grow conversions, increase average order value etc etc.
Sounds great, but like any roll out there are issues. If you’re a Shopify Plus customer you may already be well aware of this upgrade, but so far Shopify hasn’t sent much in the way of notification to its users. This reminds me of Google’s tenuous sunsetting of Universal Analytics (Hopefully you’ve heard about that by now too!).
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Google has just launched a new campaign type called Performance Max for Marketplaces. It allows you to send traffic from Google right to your Amazon marketplace.
Other marketplaces are available but Google doesn’t list which marketplaces those are. Since Amazon is the largest marketplace in many countries it operates in, it would make sense for Amazon to be one marketplace available.
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Navigating a website migration is always a complex task for everyone involved and it is important that PPC does not get forgotten. Through experience this can be the case due to the stresses on development teams, new platforms and SEO migration focuses.
We won’t stake the claim that PPC is more important than those during a website migration, it definitely isn’t. However there are some easy steps to ensure that PPC is not only a focus but also contributes to the new site.
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Google recently announced they are phasing out third-party cookies, which has many people worried about the future state of their Google Ads tracking.
One of the solutions being talked about a lot is server-side tracking, which we discussed in further detail in this blog post.
Following on from this article I decided to implement server-side tracking myself using Stape.io.
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Keywords and Keyword Research is aspect of Google Ads that has been around since the beginning, but is ever changing with the introduction of automation and dynamic search ads. They can be confusing to understand with the difference between match types but one thing has remained true since the start, without the right keywords your campaigns will falter.
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