Posts by Dave Varhol

Top 3 New Features to Come Out of Google Marketing Live 2019

May 23rd, 2019 Posted by SEM and Digital Advertising No Comment yet

We sat down last week for Google Marketing Live 2019, a collection of keynotes and workshops delivering the latest and greatest happenings in the Google Ads world. We learned some of the latest trends in search marketing like refining intent based on query context, the importance of inclusive marketing, and of course, more updates to machine learning.

To keep things simple, here are three of the most notable new features to come out of last week’s event: (more…)

Laptop on desk with Google Search displayed on the screen

Biggest Search Marketing Mistakes Explained

March 11th, 2019 Posted by SEM and Digital Advertising No Comment yet

Launching a search marketing campaign can be a great way to generate new, qualified leads on your website. One of the reasons we like to recommend paid search (PPC) to our clients is because it attracts inbound leads who are usually further down the funnel and actively searching for your product or service. Everyone wants to be at the top of the Search Engine Results Page (SERP), and a well-planned paid search strategy can get you there. For more help setting up your new campaign as well as some best practices to consider along the way check out these 4 things to consider before starting a paid search campaign.

Don’t want to waste all of those well-earned advertising dollars? Here are 3 search engine marketing mistakes to avoid. (more…)

Search VS Display Header Image

When To Use Search Marketing vs. Display

January 30th, 2019 Posted by SEM and Digital Advertising No Comment yet

If you’re a new Google Ads user or perhaps just looking to refresh some of your current campaigns, you might be wondering if you should position your brand on search marketing, display, or maybe both? Truth is, both mediums are highly effective when the proper expectations are set and your company’s business goals are the driving strategy of each. (more…)

SMX East Header Image

4 Key Takeaways from SMX East

October 29th, 2018 Posted by SEM and Digital Advertising No Comment yet

The Incentric team visited SMX East this past week, the worlds largest Search Engine Marketing expo, conference, and workshop. There, we took a deep dive into some great sessions so we could spread the PPC knowledge onto you!

1. Google isn’t calling it AdWords anymore for a reason.

Google has recently rebranded AdWords into simply, Google Ads, which was done in an effort to simplify the platform. This name change is indicative of where the product has been heading over the past few years. It’s grown into an advertising suite for not only search but display, video, app install & more.

With this evolution, It’s safe to say that keywords are becoming less and less important. We’re seeing a shift in focus from a keyword-centric strategy to focusing more on audience targeting and competitor conquesting. Keywords are just one lever to your SEM strategy. (more…)

Bing Ads Header Image

4 Reasons to Consider Advertising on Bing

October 17th, 2018 Posted by SEM and Digital Advertising No Comment yet

Wondering where to find the nearest Starbucks to get your fall pumpkin spice fix? “Just Bing it!” …said no one ever.

Despite underwhelming popularity, Bing is bigger than you think, and while certainly not the most popular search engine, about 33% of all searches in the USA last year were from Bing. While clearly “little brother” to the almighty Google, Bing often doesn’t get the credit it rightly deserves. As marketers, we cannot ignore its presence!

There are a lot of reasons we recommend you consider incorporating advertising on Bing into your strategy. Worried about rocking the boat with your current mix? Try an 80/20 approach and allocate a small portion of your Google paid search budget to Bing Ads and test the waters. Diversifying your marketing mix between Google and Bing will also allow you to test different audiences who frequent each platform. For example, Bing is typically known for having an older, wealthier user-base. According to Bing, about 40% of the network is between 35-54 years old and over one-third of Bing users have a household income of over $100,000. (more…)