Imagine this: You own two businesses, one marketing and business development consultancy and one graphic design agency. They’re small but profitable and provide a good lifestyle business.
One day you get the offer to join, as an employee, a new digital marketing agency which at the time has only one client. They have no track record, no sales or marketing team, your salary is the marketing budget and you have six months to prove there’s potential to grow the agency in a very crowded market. Naturally... you decide to sell your businesses.
Imagine your first day at work. How do you feel? Where do you start?
PPC is a global force in advertising, accounting for almost 70% of Google’s total revenue in 2015 and a 16% increase in revenue year-over-year for Bing. If their history is any indication, the search engine giants are continually looking for ways to increase their revenue, in part by making their search engine and advertising platforms more user-friendly for both searchers and advertisers. I’ll be exploring the impact of changes in PPC in this blog and using them to predict its future.
To most AdWords users, sitelinks are the bread and butter of making expanded text ads stand out from the crowd. They’re an integral factor when it comes to the ranking of your ad, whilst also portraying value and trust to customers browsing to make a purchase. With Google suggesting sitelink usage can boost CTR on an ad by 10-20% (or even up to 50% when searched on a branded term), spending that little bit of extra time on your ads is time well spent.
Sitelink extensions allow advertisers to easily link to specific pages on a client’s website beneath the main text of the ad, giving a clearer view of what the website offers at a glance. In September 2016, Google released the option of using account level sitelinks - giving your ads the best possible chance of increasing CTR.
So, how can you take advantage of sitelink extensions?
When I first started writing code for email, I often came across the same bugs every time I ran a test for a new layout. Two years on, I thought I’d bring together the solutions I’ve found. Consider this your cheat sheet for a few of the common headaches in email html.
When translating ad copy for international clients, it’s easy to get ‘lost in translation’. This results in your copy not using the words you meant to, saying things in the wrong way, or worse, insulting your target audience. At the very least, any of these will result in a lower click through rate (CTR) and almost certainly worse outcomes.
Here at Genie we have 11 different native in-house languages and even more nationalities. We have found this to be the only way to really ensure we can consistently get the correct phrasing in each language for our target group and the market: it’s the only way we can ever guarantee that translation is done properly.
As a native-speaking German PPC strategist, I see mistakes every day that can be solved by being aware of common mistakes when it comes to translating ad copy. So what are the things you should look out for - and the best practices for solving them?
I just celebrated my first year as a PPC Executive. While a great opportunity to celebrate, I thought I would also reflect on the past year for the benefit of anyone starting on their own PPC journey.
I was completely new to the PPC advertising world when I signed my contract to be Dutch PPC Executive at Genie Goals. I’ve picked up a few tricks in my first year, found a few indispensable resources, and combined it with good guidance and always being open to learn
Gmail Sponsored Promotions (GSPs) still have a bit of bad reputation with some PPC professionals, mostly based on some bad memories of their first iteration. A couple of years ago, GSPs could only be run in a separate interface which was as difficult to find as it was unintuitive.
Nowadays, GSPs are fully integrated into AdWords and a vital component in Google’s display advertising arsenal. In this article, I will cover the basics of GSPs and address how you can include this simple and effective tool as a part of your branding activity.
Learning is something we collectively hold dear at Genie Goals. It’s one of our key values because by placing it at the heart of everything we do, we become better marketers, but also better, more rounded human beings.
One vital component of learning is what we do ourselves beyond our time in the 9-5, where learning opportunities are handed to us as a matter of good business practice. A great attitude to learning goes way beyond being the recipient of training; it means always being open to ideas and always looking to learn from others (even - perhaps especially - when we already feel like we’re doing just fine already.)
An amazing way to learn, in my experience, is listening to podcasts.
I emailed round the Genie team to find out what podcasts people at Genie listen to, with the list found below.
Starting a new job is hard for anyone. New people. New office. New written rules. New unwritten rules. That being said, that process is made so much easier when the company you’re moving to is Genie Goals, part of Genie Ventures.
Having finished my second year at uni I was looking for some summer work experience. My sister Imogen works at Genie and made me aware of a summer internship role. After applying I got an email saying: “Imogen told me you're interested in doing an internship here at Genie - thank you for your interest. We could have you here at Genie Goals looking to help in a bunch of different areas including events management, marketing, admin and perhaps even some PPC work.”