Paid Search

Cybersecurity and online privacy is a growing concern among many Americans. Between the rapidly-evolving internet and the lethargic process of enacting laws, the balance between businesses’ legal access to users’ information and consumers’ right to privacy is prone to large swings one direction or the other. The latest swing comes out of California in the form of CCPA, a law that has long-lasting implications for the digital marketing...

Picture this: you've just finished developing the perfect mobile app and you can't wait to let the world know about it. First, you’ll need to generate a bunch of installs - and quick! But your ultimate goal will be to drive real user engagement and actions in the app, not just installs. You're not sure how to advertise your app to meet all of these different goals. Furthermore,...

Store visit conversions help advertisers measure how much foot traffic their Google ads are driving to their physical store locations. A store visit conversion is recorded when someone visits your physical store after clicking on or viewing one of your Google ads. Since their original roll-out in 2014, store visits have helped thousands of advertisers - particularly retailers, restaurants, auto dealerships and hotels - bridge the divide in the...

Google has announced the finalists for their 2019 Premier Partner Awards. Effective Spend joins other top PPC marketing agencies as a finalist in the Shopping Excellence category. The Shopping Excellence award is presented to the agency that demonstrates the best use of Google Shopping Ads to drive more sales for their clients.? “This is an exciting nomination for us,” said Brian Wulfe, Founder & CEO of Effective Spend. “It...

Consumers are building deeper and, at times, questionable relationships with their smart devices. As a result, we’ve begun to have conversations with these handheld or virtual assistant devices as if they were humans. This gives marketers and brands a whole new way to reach and connect with these users. As such, it’s important to consider a voice search advertising strategy. Below, let’s take a look at what voice...

Springtime brings with it the annual Hero Conf, where PPC marketers from all over the country (nay, the world!) gather to immerse themselves in all things digital advertising. The conference offered more than 40 sessions with topics ranging from visual search to “Moneyball Analytics”. If you missed it this year, have no FOMO. Effective Spend sent three of our own PPCers to represent and report back on the top...

For many digital marketers, machine learning is the clear next step for paid search. In the age of Alexa, Siri and Google Home, artificial intelligence and more specifically, machine learning has taken a front seat in everyday life and now digital marketing. In a recent Search Engine Watch post, they described machine learning as taking artificial intelligence a step further by eliminating the need for human input in...

As we’ve been seeing over the last couple of years, semantic intent-based searches are quickly outdoing keyword-based searches. Last year, Google released a solution to targeting these new semantic, high-intent audiences that allow advertisers to engage with viewers in major life milestones—capturing them in essential micro-moments. It’s while they are in the midst of these important micro-moments that consumers are more likely to change their shopping habits to...

Consumers quickly evolved to rely on typing queries in search engines to find what they're looking for. There’s less of a need to call an establishment when you can find their menu, hours, and reviews by typing in a quick Google search. And while consumers can choose to use voice search rather than physically typing an inquiry, it's not often you see people talking into their phone to...

Defining Your Marketing? Strategy Marketing strategies are simple in theory. The more you begin to flesh them out, however, you'll find there are a lot of details easily overlooked. More often than not, these overlooked details are what hold you accountable to a successful strategy, and also keep you honest to two very simple questions: one, did you successfully execute what you initially set out to? And two, did...

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