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Use Google Trends to examine search interest per market, review search trend charts, and even dive into related searchers and top queries in relation to your brand * Use Google Trends to examine search interest per market, review search trend charts, and even dive into related searchers and top queries in relation to your brand * What are some international online holidays?Below is a list of some important online international shopping holidays to plan for in your PPC activities: Black Friday/Cyber Monday (end of Nov/early Dec) Instead, consider a centralized international PPC program model, with a singular team overseeing multi-market paid search activities.

I thought maybe what was lacking was client education, and I fully expected more clients to get on board with customer profitability as we continued to bring it up. Why PPC profitability is about to go mainstream In June, we held an event with Google at their Fremont (Seattle) Campus and it was specifically about putting the profit in PPC. If I were a digital marketing manager who was looking to redirect my stakeholders’ focus, I’d walk into the CFO’s office and tell them very plainly that it’s finally possible to see the real return on the company’s PPC investment. It’s time for marketing – not just digital marketing – to INSIST on companies having a customer-level profitability focus.

Maybe the most exciting changes are the updates made to YouTube campaigns where we can now target users beyond just YouTube, as well as a new campaign type called , which give us the capability to drive more leads from YouTube by adding on a CTA overlay to videos. Speaking of Google… although this isn’t a new feature, if you aren’t already using Google custom affinity audience or intent audiences, I urge you to start this summer. This native ad type gives you the opportunity to increase your reach by showing your ads on non-search sites within page content. Microsoft says that this is yet another way for Bing search advertisers to extend their reach to new audiences — audiences that Google and Facebook have yet to reach.

Profit optimization is more accurate and leads to better results Once you can turn the organizational conversation around and help the CMO and CFO understand that metrics like CPA and ROAS don’t correlate with profit, you’ll have at least a small opening to help change mindsets and meet goals. Nick and Maddie stressed that there is so much more data available, and that data paints a more comprehensive picture that can point the way to profitability with the right analysis and strategy. It’s a lot easier to add in a policy than hunt for a new person,” said Nick. Maddie shared an example of how she helped an e-commerce client build value by figuring out which of two campaigns was driving the most revenue per order. None Organic reach still matters as part of your strategy, but paid gives more levels of data that can help you figure out how to maximize profit