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…)
Dave is a Paid Search Strategist at Incentric. Fascinated by the way buyers make purchase decisions, you’ll usually find him optimizing a PPC campaign, researching keywords or trying to keep up with the latest Google trends. If not that, he’s probably out on the water or checking out a new restaurant or brewery.