Have you ever launched a search campaign through Google Ads editor and forgotten to uncheck "Include Google Display Network"? Or ever pulled a "Matched Locations" report and found your campaigns were spending in states or countries you weren't meaning to target? The Paying For Attention team goes over the top settings you should always check when you are launching a new campaign (and every once in awhile just to make sure!). 

Every organization has a similar goal: increase the efficiency and effectiveness of your marketing efforts. For colleges and universities, it is always about getting qualified applicants to their schools. The more exclusive that school is, the more difficult this gets. Sure, we could target every graduating business student in California for an MBA program, but will they meet the qualifications? Or will your admissions team get overloaded and waste time with poor-quality applicants? This episode of Paying For Attention will cover 5 ways to generate more qualified applicants while cutting wasted ad spend from your paid campaigns. 

Quality Score: Google's metric for ranking in the auction (along with your bids). Seems important, and it is, but does that mean all of your focus should be optimizing for a 7+ QS? Listen to Andrew and Keegan and learn all about the myths of Quality Score and how to best use the metric.

Could 2021 bring any more changes to paid media? Announcement of forced Responsive Search Ads, taking away Broad Match Modified keywords, more search query data (maybe?) and so much more (and that's just Google)! Listen to our first episode of 2022 to hear our take on all the Google Ads changes in 2021. 

Have you ever reviewed a search query report in your paid search campaigns and found a keyword you would never want your brand to show up for? Us too, sadly. That's why when we set up a new campaign we always make sure we have a thorough negative keyword strategy in place. In this episode the PFA team goes into the why and the how to for negative keywords. 

Have you ever wondered what your competitors were spending on paid search? Or what channels they are running ads on? Listen to episode 12 for the most actionable episode yet! The Paying for Attention hosts give 5 simple steps to do competitor research like an expert. It's easier than you think!

Need to forecast the opportunity within your campaigns with precise performance metrics? The Paying for Attention hosts cover how to cost effectively target non-brand keywords and scale your search campaigns using a proven ppc strategy: using an intent-driven structure. Using an intent-driven structure allows you to focus your first $xx on the keywords with the most intent AND forecast performance and opportunity of each intent level.

The importance of a landing page should never be overlooked. In this episode of Paying for Attention, we discuss the struggles you may be having with your landing page and go in depth with the importance of a low attention ratio, design language, ad relevance, form field quality, A/B testing and more.

In this episode, the Paying For Attention team will be going over one of the most important factors in growing your ecommerce brand: Lifetime value. How to do it. Why it’s important. And how to grow your revenue once you have it.

There has been a growing panic about paid media in a cookie-less world. The worry? Less targeting + less tracking = Lower ROI. Fortunately, the Paying for Attention is confident about the future in the industry and explain the why. Hint: Google + Facebook still need to make their money.