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When it comes to pay-per-click (PPC) advertising, tying results and profitability back to campaigns makes running them an investment, not an expense. If one were to do a quick search for “apartments near…

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 the…

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 the…

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 influence on…

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 can VR…

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) audience…

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. Conversions Conversions…

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 where…

One of the most important questions asked at the onset of a marketing strategy is “Who is our target persona?” When it comes to consumer-facing products and services, the question is simple to answer -…

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. automation…

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 beneficial…

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 search…

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, Google…

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 your…

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 searched…

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 care…

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 industries and…

 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…

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 this…

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 shoulder…

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…

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 the…

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…

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 event…

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? Here…

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 exciting…

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 care…

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. We…

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 first…

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 Basics…

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…

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’m…

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 for…

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 the…

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. That’s…

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 a…

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 goal…

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 first trip…

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 and…

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 Google Adwords…

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.…

Believe it or not, no matter how well you think your PPC campaign or landing page may be working at this point, it can always be performing better. One BIG reason why it has yet to reach its potential…

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 a good ad.…

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 quality…