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Why you can’t go past Google Ads

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Why you can't go past Google Ads


No matter how many new tools and platforms pop up on – sometimes you just can’t go past the OG – Google Ads, formerly AdWords.

Statistically, there is simply no other platform that can compare to Google Ads in terms of reach and audience engagement.

What does Google Ads do anyway?

Simply put, Google Ads lets advertisers or business owners pay a fee to Google for their ads to be displayed on the search network. It’s big business for these guys as in 2018 alone, Google made $116 billion from advertising revenue alone. For the search engine, advertising is big business.

Their Display Network, so banner ads alone, reaches a massive 90% of internet users via 2 million websites and in Australia alone, the search engine holds 95% of the search market.

What’s so good about it?

Unsurprisingly enough for pretty much the world’s biggest search engine, Google Ads has some pretty great functionality – all search ad campaigns run through Google Ads have their performance over time monitored to check on their health.

This means you have access to real time data relating to how your ads are performing -whether they are leading to clicks, then conversions. Remember, the end goal of any ads campaign is sales – so lots of clicks and no conversions means you need to focus in and hone in on what the problem might actually be.

Google Ads also provides you with their Keyword Planner. This searches thousands of keywords, including telling you what your competitors are up to, in order to help you create ads groups focused on common search queries. They can also provide you with an estimated CPC for the specified keywords.

The best thing about all of this? Well, you can apply the learnings about keywords to all aspects of your digital strategy – including SEO.

Google Ads also comes with inbuilt features which help you to specify an initial ads budget, as well as laying out your search campaign results in a clear and concise format, making it easy to measure performance.

They allow continued and continual access to data and tracking tools so that when you notice which ads have a strong digital performance you can focus more heavily on boosting the spend on these.

Google Ads is also pretty good at easily showing you where the flaws in your strategy are – and they do this by finding the ads which are simply not performing well. That way, you can simply stop spending as much on ads which are not doing well.

After all, what’s the point of spending money which is just not providing any return on investment?

Another pretty incredible feature of Google Ads is the ability for advertisers and business owners to be extremely specific with their ads budgets. The platform lets you allocate more spend to certain times of the day, year or geographical area.

You can imagine that as an Italian restaurant offering local delivery – you probably don’t want your ad to pop up in the morning for a user who lives in a city 200 km away. This is a waste of money, right? Not many people want pizza and pasta for breakfast, and even fewer want to pay delivery fees for someone driving a couple of hours down the highway.

But with Google Ads, these kinds of mistakes are avoided – meaning more bang for your buck.

And while on the subject of bang for your buck…

With Google Ads, unlike say, SEO, you start seeing results within even a couple of hours after posting an ad.

That’s pretty incredible work – I’d say.

The average ROI for Google Ads is 200%. That means for every dollar invested by advertisers, there’s a return of $2. These sorts of statistics are simply incredible.

They also make perfect sense – people on Google Ads have problems that they need to be solved.

Most people are not just randomly looking around, they actually need a product or service, and they want your ad to be shown to help them out.

Choose to work with a Google Premier Partner Agency

Some agencies, like Ambire, are certified as Google Premier Partner Agencies. This means that we have been acknowledged by the search engine giant to be consistently doing the right thing in terms of following best practice guidelines, spending and qualifications.

And, luckily for us, we are amongst the select few agencies that get to receive exclusive access to training, resources and advice straight from the gurus at Google themselves.

We actually wrote a whole article going into these benefits in detail. Check it out on our website.



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Marketing operations talent is suffering burnout and turnover

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Marketing operations talent is suffering burnout and turnover


“It’s hard to hire; it’s hard to train; it’s hard to keep people from burning out. To make matters worse, these challenges have intensified so swiftly that leaders have hardly had time to digest them, let alone mount a defense.”

That’s the main takeaway from “The State of Marketing Operations: 2022,” a new report from junior marketing ops training platform Highway Education and ABM leader Demandbase. The findings were based primarily on a survey of 800 marketing operations professionals from organizations of all sizes, more than half from mid-sized companies.

The demand for talent. The vastly accelerated shift to digital marketing — not to mention sales and service — has led inflated demand for MOps talent, a demand the market can’t keep up with. Two results: burnout as too much is demanded of MOps professionals; and turnover, as it’s easy to find alternative opportunities. The outcome for companies is the growing burden of hiring and training replacements.

Use of marketing software has grown two and a half times in less than ten years, according to the report, and the number of marketing operations professionals, across organizations of all sizes, has increased by two-thirds. Use of marketing automation alone has grown 228% since 2016, and there has been a 66% growth in the size of MOps teams just since 2020.

Perhaps most remarkable, 93% of MOps professionals learned on the job.


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Why we care. Providing beginner MOps training services, Highway Education clearly has an interest in this data. At the same time, there can be little doubt that the demand for MOps talent is real and growing. If there’s a surprising figure here, it’s that use of marketing software has grown only two and a half times in the last decade.

AWS MOps leader Darrell Alfonso, quoted in the report, says: “There’s a disconnect between marketing strategy and the actual execution — what it takes to actually operationalize and bring a strategy to life. Leadership, especially the ‘old guard,’ will be more familiar with traditional methods like field marketing and commercials. But now, during the pandemic and post, there’s an entire digital world that needs to be
managed by people who know what they’re doing.”

Read next: More on marketing ops from Darrell Alfonso


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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Product Market Fit with Scott Cunningham [VIDEO]

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Product Market Fit with Scott Cunningham [VIDEO]


Scott Cunningham, CEO of Social Lite and Co-Founder of Merchant Mastery, has worked with thousands of ecommerce stores. The one thing he hears ALL. The. Time? 

“Facebook doesn’t work for my business.”

If you’ve said that about your ecommerce store, listen in as Scott shares what’s missing and how you can overcome that hurdle and start selling.

In this video:

  • Start Here to Sell More: 00:22-00:30 
  • What If I’m Selling a Brand New Product? 00:51-1:02
  • The Formula for Winning in Ecommerce: 1:21-1:34

Learn more about ecommerce:

The Future of Ecommer Marketing Is Now ➡️ https://www.digitalmarketer.com/blog/future-of-ecommerce-marketing/

Use This Framework to Build Ads That Move Product ➡️ https://www.digitalmarketer.com/blog/offer-harmonics-scott-cunningham/

NEW for 2022! Become an Ecommerce Marketing Master ➡️ https://www.digitalmarketer.com/certifications/ecommerce-marketing-mastery/




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Antitrust bill could force Google, Facebook and Amazon to shutter parts of their ad businesses

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Antitrust bill could force Google, Facebook and Amazon to shutter parts of their ad businesses


A new Senate antitrust bill could make Google, Facebook and Amazon divest portions of their ad businesses. 

The Competition and Transparency in Digital Advertising Act (S4285) would prevent large ad companies from participating on different sides of the ad transaction chain. It would ban them from operating more than one of these functions: supply-side brokers selling publisher ad space, demand-side brokers selling ads, or ad exchanges connecting buyers and sellers.

Image from CDTA factsheet

The bill, introduced yesterday by Sen. Mike Lee (R-UT) and co-sponsored by Sens. Amy Klobuchar (D-MN), Ted Cruz (R-TX) and Richard Blumenthal (D-CT), bans companies earning more than $20 billion in annual digital advertising revenue from participating in the online ad ecosystem in a way that creates conflicting interests. 

It also imposes consumer protection rules similar to ones governing financial trading. Under the law, businesses with more than $5 billion in digital ad transactions annually would have to: 

  • Act in the best interest of customers by getting the best bids for ads.
  • Provide transparency customers can verify that.
  • Create firewalls between their buying and selling operations if they are allowed to operate both.
  • Treat all customers the same concerning performance and information related to transactions, exchange processes, and functionality.

“Digital advertising is dominated by Google and Facebook,” Sen. Lee said in a statement. “Google, in particular, is the leading or dominant player in every part of the ad tech stack: buy-side, sell-side, and the exchange that connects them. For example, Google Ad Manager is used by 90% of large publishers, and in the third quarter of 2018 it served 75% of all online display ad impressions. Google uses its pervasive market power across the digital advertising ecosystem, and exploits numerous conflicts of interest, to extract monopoly rents and stack the deck in its favor. These monopoly rents function as a tax — upwards of 40% — on every ad supported website and every business that advertises online, collectively a huge segment of the modern economy.”


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The new law is a response to the anti-competitive practices Google has been accused of. These include Project Bernanke, the focus of an antitrust lawsuit filed by the attorneys general of more than a dozen states. The suit claims Google ensured ads booked via its AdX system would win ad space auctions. 

“The conflicts of interest are so glaring that one Google employee described Google’s ad business as being like ‘if Goldman or Citibank owned the NYSE,’” Sen. Lee said.

Read next: Is there any incentive to crack down on programmatic ad fraud?


2022 MarTech replacement survey


About The Author

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.



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