31 Oct 2023
How to Improve PPC Performance with Negative Keywords
3 min read Paid Media

With PPC and paid search, the keywords you configure in your ads help narrow down the user intent when searching on search engines. As your program grows and gathers data, campaign results become con... Read Article »

25 Apr 2023
How Can Google Ads Be Profitable for The Multifamily Industry?
5 min read Paid Media

When it comes to pay-per-click (PPC) advertising, tying results and profitability back to campaigns makes running them an investment, not an expense.5 Story Apartment Building If one were to do a quic... Read Article »

12 Apr 2023
7 Ways to Combat Seasonality in the Multifamily Industry
2 min read Paid Media | SEO

To combat seasonality in the multifamily industry you must first understand it. The seasonal trends in the industry diverge from the conventional quarterly calendar, so it’s important to be aware of... Read Article »

20 Feb 2023
How to Understand and Communicate with Your Agency
1 min read Paid Media | SEO

Communication is Queen Communication is key, or queen. This is something we all learned growing up and have heard a million times before. It is especially important in the marketing industry, where th... Read Article »

17 Aug 2022
Display Ad Design Best Practices
3 min read Paid Media

With the continued advancements of technology and proliferation of digital marketing, we are continually influenced by media. Possibly without their awareness, display ads materialize their influenc... Read Article »

14 Jul 2022
How to Utilize Virtual Reality in Your Digital Marketing Strategies
6 min read SEO | Paid Media

By now, you have seen videos of people wearing big, bulky Virtual Reality (VR) headsets. Although this seems comical, the saying “don’t knock it until you try it” has never been truer. Not only ... Read Article »

13 May 2022
5 Easy Steps to Facebook Marketing Success for Beginners
7 min read Paid Media

If you’re like nearly everyone else out there, you’ve probably used Facebook before. Still the most popular social media site on the planet, Facebook’s significant (and nearly constantly engaged... Read Article »

13 Apr 2022
Top PPC Performance Metrics You Should Be Monitoring – Part 2: User Behavior Metrics
3 min read Paid Media

In Part 1, we reviewed top metrics that are higher level and controlled within the Google Ads account. Now let’s take a look at those metrics that have to do with user behavior once on the site.... Read Article »

10 Mar 2022
Top PPC Performance Metrics You Should Be Monitoring - Part 1: Account-Level Metrics
4 min read Paid Media

Digital marketing is everywhere, from ads on the search results page to banners on many of the apps you use. Consumers are often saturated with ads and pay hardly any regard to most of them. This is w... Read Article »

17 Jun 2021
PPC Automation -Auto Bidding Strategies
5 min read Paid Media

Whether you are just starting off with Google Ads or managing multiple accounts at a Digital Marketing Agency, Paid Search Specialists are finding themselves in a unique balance of control vs. automat... Read Article »

03 Feb 2021
4 Red Flags to Look for in a PPC Agency Relationship
3 min read Paid Media

Leveraging PPC in your marketing strategy can be a great way to drive conversions and increase brand visibility. It can result in an immediate boost in conversions when done right. However, as benef... Read Article »

19 Jan 2021
Leveraging Custom Intent Audiences for Driving Display Conversions
5 min read Paid Media

What are Custom Intent Audiences and why should I use them? Custom Intent Audiences (CIAs)are essentially highly-targeted audiences that can be created in Google Ads to target users who are showing se... Read Article »

24 Nov 2020
The Benefits of Advertising on Bing
2 min read Paid Media

When it comes to pay-per-click (PPC) advertising, most people think of Google Ads. Google’s advertising platform includes Google, YouTube, Gmail, the Google Display Network (GDN), and more. However... Read Article »

30 Oct 2020
Choosing the Right Landing Page for your Ad
2 min read Paid Media

A paid media campaign can have optimized keywords and well-crafted ads, but if the landing page was a last-minute thought, campaigns will underperform as a result. When selecting landing pages for you... Read Article »

09 Sep 2020
Google Reduces Search Term Visibility
1 min read Paid Media

Just in…Google started reducing search term visibility for all advertisers What does this mean? Google has announced that they are updating the search terms report to only include terms that were se... Read Article »

14 Aug 2020
How to Perform a Google Ads Account Audit in 15 Minutes
6 min read Paid Media

As a business owner or marketer, you’re busy. Managing a complex (or even simple) Google Ads program is a huge undertaking so you probably trust an in-house team, an agency, or a consultant to take ... Read Article »

10 Jul 2020
5 Reasons Why It's Important To Bid On Branded Terms
2 min read Paid Media

One of the most frequently asked PPC questions we get from our clients is “Why should I bid on my brand name when I’m already ranking organically?” At Forthea, we have clients across all industr... Read Article »

19 Jun 2020
Top 4 PPC Performance Metrics You Should Be Measuring
2 min read Paid Media

Marketers sometimes struggle with deciding which metrics are the most impactful to measure and track. Monitoring and understanding your paid media performance metrics are an absolute must in the game ... Read Article »

29 May 2020
How to Know What to Do on Paid Social
6 min read Paid Media

Paid social or social media advertising has become almost a necessity for many businesses. A study in 2019 found that on average people spend almost 2 and a half hours on social media every day. With ... Read Article »

06 May 2020
Cut the Fluff & Get Smart: How to Tighten Up PPC When Demand Is Down
3 min read Paid Media

Across industries, businesses experience seasonality where demand is higher or lower based on factors such as time of year. Seasonality varies across industries - peak season for one industry may be s... Read Article »

26 Jun 2019
Preview Our Thoughts On The New Gallery Ads, Now in Beta
2 min read Paid Media

What are gallery ads? First reported in early 2019, Google’s gallery ads are a series of images with search headlines. They are able to be shown on mobile devices when the advertiser has the absolut... Read Article »

29 Nov 2018
Digital Marketing Basics: What is PPC?
9 min read Paid Media

What is Pay Per Click Marketing (PPC)? PPC stands for pay-per-click, a mode of digital marketing where advertisers pay a fee each time an ad is clicked. This is a way to buy visits to your site rather... Read Article »

29 Oct 2018
Are Your PPC Campaigns Ready for the Holidays?
3 min read Paid Media

Right now you may be enjoying a scrumptious pumpkin spice latte, football, and maybe shopping online for your spooky Halloween costume. Speaking of spooky, we're also sure you’re getting ready for t... Read Article »

23 Oct 2018
Top 5 Ways to Improve Google Search Impression Share
3 min read Paid Media

The Importance of a Strong Impression Share Impression share is the basis for any successful paid search campaign. When comparing a Google Ads account to building a house, think of impression share as... Read Article »

08 Aug 2018
The Value of Video Part One: The Growth of Video & Increased User Engagement
4 min read Paid Media | SEO

The Recent Growth of Video Content We see it everywhere in our daily lives. It’s engaging, interesting, and constantly moving- it’s video. From watching your favorite YouTuber to watching a live e... Read Article »

29 Jun 2018
Tips to Win in a Competitive PPC Vertical: How You Can Remain Competitive if CPCs Are Really High
5 min read Paid Media

Is your business in a highly competitive market like law, real estate, or retail services? Are you finding it difficult to compete on search because of rising CPCs without additional budget to spend? ... Read Article »

21 May 2018
The Latest Updates to Google's AdWords Editor You Need to Know
2 min read Paid Media

If you have an AdWords account, you've been through some drastic user experience changes lately. First, the User Interface is revamped. Now, the AdWords Editor has released the latest version of excit... Read Article »

21 Mar 2016
How to Perform a PPC Account Audit in 15 Minutes
4 min read Paid Media

As a business owner or executive, you’re busy. Managing a complex (or even a simple) paid search program is a huge undertaking so, you probably trust an in-house team, an agency, or a vendor to take... Read Article »

04 Nov 2015
Does Your Auto Dealer SEM Pass Inspection?
7 min read Paid Media

Forthea has been fortunate to work with a number of automotive dealerships’ digital marketing strategy, so we know just how hard it is to get ahead in one of the more competitive online industries. ... Read Article »

06 Aug 2015
Fighting Agency Stagnation: Is It Time for a Change?
5 min read Paid Media

This is the third part in our ongoing series, A Better Agency, which looks at many of the difficulties that can arise when working with an agency, and what Forthea is doing to overcome it. In the fir... Read Article »

30 Jul 2015
Just the Basics - Is Your Agency Doing Enough?
7 min read Paid Media

This is the second part in our new series, A Better Agency, which looks at many of the difficulties that can arise when working with an agency, and what Forthea is doing to overcome it. Just the Basic... Read Article »

16 Jun 2015
When Good Ad Targeting Goes Wrong
1 min read Paid Media

Or Is Michelob Trying to Sell to Two Year Olds? We are all over 21. And we like beer. And some of us are parents. But we do not like beer commercials while our kids are watching the Mother Goose club ... Read Article »

26 May 2015
Applying Behavioral Economics To PPC - HeroConf 2015
5 min read Paid Media

I recently had the humbling experience of not just attending, but speaking at HeroConf in Portland – THE PPC conference. Forgive me for being a couple weeks late revisiting the subject I spoke on. I... Read Article »

30 Apr 2015
Legal PPC Campaign Life Cycle
4 min read Paid Media

Pay-per-click marketing (PPC) is becoming an increasingly important way for attorneys to connect with potential clients. From time to time, certain events will cause an unexpected surge in the demand ... Read Article »

25 Feb 2015
Integrated Digital Strategies Just Became More Pivotal With The Google-Twitter Partnership: Is Your Brand Ready?
3 min read Paid Media | SEO

Recently, Google and Twitter confirmed their plans to enter into another partnership that turns out to be quite mutually beneficial. What are these benefits exactly? Well, Google now gets access to ... Read Article »

23 Feb 2015
Real-World Geographical Influences on Search Behavior
3 min read Paid Media

Fellow PPC advertisers, It’s time to acknowledge that we often get stuck in an all digital world. Being focused in that digital bubble often leads to forgetting there’s a real-world out there. Tha... Read Article »

19 Feb 2015
How to Use Dynamic Search Ads to Enhance Your PPC Strategy
3 min read Paid Media

If things are getting stagnant with your typical search network campaigns, then it may be time to shake things up using Dynamic Search Ads (DSAs). These are a great option if you have a website with ... Read Article »

16 Oct 2014
Re-Engaging With Remarketing
6 min read Paid Media

Attention digital marketers in Houston - There is a new, really great group in Houston called SearchHou. It was put together by Chris Smith (@chrisfromthelc) and Aaron Eaves (@aaroneaves) with the ... Read Article »

18 Sep 2014
To the Googleplex - My Trip to Google Partners All-Star Summit
3 min read Paid Media

We recently had the privilege of visiting Google’s HQ for the 2014 Google Partners All-Star Summit along with local PPC personality & fellow Forthean, Davis Baker. For some of us it was our firs... Read Article »

27 Dec 2012
Key Takeaways From The Google Engage All-Stars Summit: Part Three
2 min read Paid Media

Our previous posts about the Google Engage All-Stars Summit highlighted presentations by John Nicoletti, Grace Dolan and Allison Ember. We learned a great deal about Google products and market trends ... Read Article »

24 Apr 2012
Don't Have a Google Adwords Rep? Don't Worry. Here's How I Made the Best of It:
2 min read Paid Media

When there’s a way to get a leg up on the competition, PPC advertisers know they’d better take advantage of it. One of the most sought after advantages in the PPC world is to have a dedicated Goog... Read Article »

20 Mar 2012
The Top Three AdWords Mistakes for Dummies
2 min read Paid Media

A good amount of clients we work with have already tried to create a PPC strategy on their own. With managing new hires, to payroll, entrepreneurs realize there is only so much they can do in one day.... Read Article »

24 Jan 2012
The 4 Buyer Personas To Optimize For
3 min read Paid Media

Believe it or not, no matter how well you think your paid media campaign or landing page may be working, it can always be performing better. One BIG reason why it has yet to reach its potential is bec... Read Article »

14 Dec 2011
PPC Ad Writing 101
2 min read Paid Media

So you’re almost done with the perfect PPC campaign.  Tightly themed ad groups and every relevant keyword imaginable. That’s great, BUT your campaign won’t be successful if you’re not running... Read Article »

03 Oct 2011
Vertical vs. Horizontal Relevance Factors
2 min read Paid Media | SEO

Every paid search manager knows relevance is an important factor in quality score. In fact, it’s right behind Click-Through Rate in quality score factor importance. If you think understanding qualit... Read Article »

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