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An inbound marketing and HubSpot blog by marketers for marketers

Featured Story

Digital 22 has acquired a Canadian HubSpot agency to extend its expertise

After recently hitting Elite status, it was only a matter of time until we were on to the next thing. That’s why we’re so excited to announce we’ve acquired Canadian HubSpot agency, Larmahil. From our humble beginnings as a HubSpot Partner in a small office with six people, today we’re expanding...

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New Google Ads Reps & their suggestions.

If you’re reading this and you advertise on Google Ads, I have no doubt that by now you will have been contacted by a Google Ads representative. Now, in the not too distant past, your Google Ads rep used to be a great point of contact. They would change every six months or so but would offer a good insight into your account, how it was working for you and suggestions to improve performance. The main thing I mentioned there was, how it was working for you.

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How Much Does AdWords Cost?

The UK average cost-per-click of Google AdWords (now called Google Ads), on the Search Network, is between £0.66 and £1.32.

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5 Easy Steps to Reduce Your PPC Costs

Working to a set budget can be difficult and making sure you achieve the best possible outcome within a budget is no easy feat. Just like with any budget, you need to ensure your PPC spend is utilised to its maximum use. So, how do you know if your PPC campaigns are optimised?

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Google AdWords’ Change to Google Ads and What it Means for Your PPC Efforts

On July 24th, Google introduced a new change: changing AdWords to Ads. Google AdWords was launched nearly 18 years ago to help businesses connect with people online. But the way people are searching for answers to their questions has evolved a lot over the years. It’s not just a simple Google search anymore.

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What Does Google Know About You? I was Shocked Even as a Digital Marketer

Following the Cambridge Analytica scandal, we were talking in the office about how much the likes of Facebook, Twitter, LinkedIn and Google etc really know about us. I've worked in digital marketing for over a decade so I am aware they know a lot, but I was still shocked by the level of detail I uncovered when I really looked into it for myself. From audio files of my wife and son that we never chose to record to knowing where my son goes to nursery and how many times I stopped at McDonald's when on the road with work, they know a hell of a lot.

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Top Google Ads Tips and Tricks - Inbound After Hours - Ep. 20

Google Adwords is without a doubt a minefield, but you can learn so much by using the platform. In this podcast we talk about Google Adwords -is it worth the spend? Does it still offer value to companies? Are you being left behind if you aren't moving to social ads like your competitors? We also talk through what people should avoid when setting up their AdWords accounts, where you can learn and how you can maximise conversions. Paid search is not dead. Here are some links you might find useful, that are mentioned in the podcast: A Complete Guide to The New AdWords Interface PPC Insight - How Much Does the AdWords Cost? Inbound Influencers - Interview with Luke Summefield

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New Quality Score Metrics: How to Thrive in Paid Search

There was once a time where navigating the depths and driving performance of AdWords was like an endless marketing minefield, where you lacked direction and risked your ROI with every step. PPC Executives treaded warily without knowing what step needed to be taken next, let alone the impact it would have on their overall marketing goals. However, fear not! That all changed on the 15th May 2017 when Google released their new and improved Quality Score breakdown in the form of 7 new columns. Gone are the days of the old system, where you were fumbling in the dark, as Google has now turned on the light! So, that's the announcement, but more importantly, here's what you need to know to thrive in paid search...

A Complete Guide To The New AdWords Interface

If you’re anyone like me, you probably woke up to a surprise this morning when you discovered a complete new Adwords interface. That once crisp, minimal look, gone quicker than you can say “what happened?”

Can The HubSpot COS Improve My PPC?

The HubSpot COS is often branded as the complete package that can carry out successful inbound marketing campaigns almost effortlessly. However, whilst SEO and content is part of your on-page optimisation, how exactly can HubSpot help PPC when your paid ads are on a completely separate platform?

How To Align Google Adwords With Inbound Marketing (And Why You Should)

For a long time, there was disdain towards PPC from those professing the inbound marketing methodology. The coiners of the term inbound marketing, HubSpot, threw it in with the likes of cold calling and billboard ads as broken, impersonal and interruptive marketing.

What You Can Learn From Big Brands Pulling Out Of Google Advertising

A slew of massive brands and the leading advertising agencies in the world are taking a stand against Google. Some of the biggest companies around - HSBC, McDonald's, L'Oreal, Audi and the BBC, to name just five - have withdrawn advertising spend away from Google.

Our Best Inbound Marketing Resources Put Together In One List

To save some time, we've put together this list of resources and downloads, all from our own blog and website. This is your one stop shop for our best inbound marketing resources - and they're all FREE.

6 Sources To Stay Ahead Of The Digital Marketing Curve

To help you stay ahead of the digital marketing curve, we've collated a list of 6 places you should regularly check to make sure you're straight onto the latest developments, releases and trends in digital and inbound marketing.

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How To Use AdWords Attribution Modelling

This blog shows you how to use AdWords attribution modelling that actually helps you improve your insight into what does and does not play a part in your conversions from paid campaigns.

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Google AdWords Launches CTA Youtube Video Ads

Google AdWords has launched the new CTAs for Youtube Video Ads on mobile devices. Under the video, you can now see call-to-action buttons that can be adapted to fit the video ad. If you regularly use Youtube ads, then you definitely need to adopt these CTAs into your strategy.

How Turning Off Display Network Placement Of Ads Helps PPC

As well as helping improve your return on investment, this technique also helps to improve your click-through-rate. The latter helps to increase your quality score and boost your long term SEO strategy. But it needs real consideration.

How To Rapidly Improve Your Google Shopping Campaign

Selling products online is always getting more competitive. Google Shopping is a great means of attracting new customers but it's only worthwhile if your campaigns are actually bringing people to your website and through your checkout. Here are some techniques you can use to improve your Google Shopping campaign now.

Google Says Abusive Bots Have Caused The Keyword Planner Restrictions

After suddenly placing AdWords Keyword Planner restrictions in July, the Google team have explained that abusive bots and misuse of the tool have led to the change.

What Are Inboundy Ads? How To Create Inbound Adverts

An inboundy ad is a paid advert that has inbound marketing features. It's helpful and relevant to the target audience. Unlike spam adverts that target anyone in the hope of a conversion, inboundy ads are designed to move a prospect along the buyer's journey.

Some PPC Optimisation Techniques For Your Next Campaign

Creating a new Paid Ad is only one step, optimising them is another. Many businesses create online ads because they know they can be very effective for attracting customers but many of those businesses fail to optimise their ads. Failure to do this means you can be attracting the wrong type of customers and wasting your budget. Here are some PPC optimisation techniques you can use today.

PPC Tips: Understanding Your Quality Score

Your Quality Score is the grade Google AdWords gives your paid ad. This score will determine the ranking position of your ad in search results and the cost-per-click (CPC). Getting a better understanding of what goes into your PPC Quality Score is important because it increases your chances of getting a higher score, gets you ahead of other competing advertisers and can decrease the costs of your CPC. All good things! Here's what you need to know about ad score and some tips on how to improve yours.

Is Google Including AdWords Ads In Local Results?

It may have been a test or a phased roll out, but some users are now seeing paid AdWords ads in local results.

How To Improve AdWords Technique With Aggressive Re-marketing Lists

Looking at how to improve AdWords technique is something that every account manager does. An area available to exploit is through highly aggressive re-marketing lists.

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How To Improve Your Inbound Marketing With Gmail Display Ads

As part of a series of blog posts related to our latest free download, here is how to improve your inbound marketing by using Gmail Display Ads.

Google AdWords Expanded Text Ads Are Now Live

Google AdWords expanded text ads for paid spots yesterday. These expanded ads are mobile optimised, whilst offering around 50% more text to what was available previously.

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AdWords Is Changing For A 'Mobile First World' And You Should Too

Thanks to mobile technology and fast access to the internet, we’re becoming a ‘mobile-first’ world. For any search query, we can use our smart phones to get the answers. To cater for the increasing trend of mobile users, Google has been introducing multiple mobile friendly updates over the last year and now Google has redesigned their AdWords ads for mobile.

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Does PPC Work For Tech Startups?

PPC (pay-per-click or cost-per-click) is a very popular means of marketing online. It gets you ahead in organic search results. As a brand new company, it takes time for your organic keywords to rise and it’s likely your competitors already have a head start. PPC gives you the chance to get traffic and customers from the beginning. But there are the cons of PPC that need to be considered too; it can be difficult to calculate the costs of your AdWord campaign, for example. So, does PPC work for Tech Startups or should you consider another avenue of marketing?

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How Do I Measure And Report PPC ROI?

How to measure PPC ROI: (Revenue - Cost)/Cost x 100 = ROI% We know you're busy so there's a basic way to measure and report PPC ROI. In short, it's that formula, but the full explanation is below the title image.

How To Beat Internet Ad Blockers: 2016 Sees The RISE Of Ad Blocking

This year, we're seeing a rise in online users using advert blockers. We have a closer look at the stats about ad blocking and discuss the best ways to beat internet ad blockers.

Merchant Center: Google gives May deadline for submitting GTINs

Google has announced that by 16 May 2016, all online merchants using Google's Merchant Center are required to submit correct GTINs. If your products don't have correct identifiers, Google will disapprove your listings. Don't worry, here's everything you need to know about GTINs and what you need to do.

Google Has Removed Sidebar Ads: What This Means For SEO & PPC

Over the weekend, the SEO community was abuzz with the latest changes Google has been rolling out. Google has removed sidebar ads from the right side of search results and now they’ll just be up to four on top (and/or at the bottom). As this is quite a dramatic change, we’re going to have a closer look and discuss what this could mean for the future of SEO & PPC.

DIY pay-per-click management: How setting goals will benefit your ROI

Pay-per-click offers lots of opportunities for growing tech businesses who want to be found in organic search. Although some businesses shy away from PPC because they're afraid of the extra costs, you can learn how to effectively use ad campaigns to get more leads and sales without busting the piggy bank. Setting up goals is an essential part of any successful PPC strategy.

4 Uncomplicated Ways To Track Your PPC Advert Performance

There's no denying that PPC works. We use it to drive consistent, qualified traffic to client sites and continually provide an impressive ROI. But getting to this stage isn't as simple as setting up an ad and hoping it makes an impact. You must measure performance effectively to get the most out of your ad. Here's how to track your PPC advert performance and make the most of your time in AdWords.

Benefit your tech marketing: Learn how to do social media retargeting

Got a tech website with excellent content? Learn how you can use social media to retarget your audience to generate more leads and sales.

Advice From PPC Experts: How Negative Keywords Can Save You Money

In my opinion negative keywords aren’t utilized enough. By adding these type of keywords to your campaigns it allows your ads to only show up for the most relevant searches, that's why we always utilise them in our PPC services for clients.

PPC Advice For Small Businesses: Why You Should Remove Pricey Keywords

PPC is an important advertising tool for businesses and it can be very profitable (if you use it correctly). Keywords with higher cost per conversion can be sapping your funds dry. If you're in the process of building your business, it's important to manage your PPC campaigns carefully. Here's some PPC advice for small businesses on how to approach keywords with higher cost conversions:

Will Google 'Customer Match' benefit your paid search campaign?

With the progress of mobile technology, consumers can now locate information in an instant. Google prides itself on finding relevant information for search enquiries and have introduced Customer Match, which they believe can help businesses benefit from ads with better context around the web.

Put your money where your metrics are: How Hubspot's new Ad feature will simplify your investment and increase conversion

Hubspot has traditionally avoided paid advertising, seeing it as out-dated and un-specific. When you see an ad declaring the possibility to look 50 years younger in 3 easy steps, you can see why they didn't favour such an unpersonal, out of context approach...

PPC: What You Need To Know Before You Start

No matter what size your business is, you need to think hard about WHERE to spend your marketing budget. One highly successful method, used by many companies, is PPC (Pay per click advertising - not sure what this is? Read this post first). Here are a few things to consider before embarking on your PPC adventure:

Does PPC Help SEO?

A common question people brand new to digital marketing ask is: “If we start an AdWords PPC campaign through Google, will it aid our SEO?” A common misconception is that if you pay Google, it will help you out organically. Thankfully that isn’t the case, Google doesn’t give ANY preference to websites that run PPC campaigns when it comes to organic listing.

Google test the resolve of mobile-friendly tags in Adwords

Last week saw the launch of Google’s Mobile-Friendly update within organic search results, and now tech experts have come across a mobile-friendly tag within paid search results via AdWords.

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PPC Beginners - 5 PPC Myths You Need To Know

Got a PPC account and not sure what advice to listen to? Well, below are 5 myths which we would NOT recommend you action and here's why....

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