Google Ads iOS14 Updates
iOS14 Updates Apple recently introduced new privacy and security features for their iOS14 software update. As a result, Google, Facebook, and other digital advertising platforms have had to make significant updates to products to comply with the new privacy and security features. This update is largely focused on user privacy within apps, so Google’s updates […]
Google Ads Quarterly Digest – Q1 2021
Q1 was a relatively quiet month for Google in terms of major product updates, but there were still a few noteworthy changes. Keyword Matching Updates In typical Google fashion, they shook up the SEM world in early February by announcing a significant update to the keyword match types/matching behavior within paid search campaigns. For an […]
What Google’s Keyword Matching Update Means for Your Brand
Agency POV Google recently announced that they will be making significant changes to the way phrase and broad match modifier (BMM) keywords trigger ads for various search terms. Essentially Phrase and BMM keywords will be combined into one overarching match type. The current Phrase match type will expand to cover broad match modifier traffic while […]
GA4 Predictive Audiences
Agency POV Google recently rolled out their highly anticipated Google Analytics 4 that leverages machine learning models to provide marketers with some unique tools that can help improve performance and drive results across Google Ads. Perhaps the most intriguing of these is the ability to create Predictive Audiences. Before diving too deeply into this article […]
Google Ads Beta and Innovations You May Have Missed from Q3 & Q4 of 2020
Google Ads platform is constantly innovating with the introduction of new features or betas. Here is an overview of the highlights from some of the more impactful and relevant for brands and organizations in health, wellness, and lifestyle. Feel free to reach out to Parallel Path if there are any questions on anything specific or […]
Google Ads Updates 2020
We wanted to take a moment to share noteworthy 2020 updates, beta programs, and features you may have missed from 2019 within the Google Ads platform, specifically for paid search and display, that might affect the way you achieve your marketing goals. Lead Form Extensions Are Still in Beta and Have Some Critical Limitations This […]
Five Signs Your Outdoor Brand is Wasting Money on Paid Search
Pay-per-click (PPC) or Paid Search advertising is a powerful marketing channel that can rapidly grow revenue for outdoor brands. Without a clear, informed strategy, however, runaway spending is a constant risk. Here are some of the biggest reasons for unprofitable paid search campaigns. Even if you are confident that you are getting a good ROI […]
Three Ways to Maximize Brand Awareness During a Recession
The Digital Marketing landscape is rapidly changing under the economic pressure of the Coronavirus Pandemic. Agencies and Brands have needed to be agile to stay ahead of shifts and trends that could have a significant impact on client goals. From our work to help some of the leading health, wellness, and lifestyle brands across the […]
Why Your Brand Should Use Facebook Brand Lift Measurement
Likes feel great, but are they good for the bottom line? While likes and shares are usually guaranteed to boost your mood, it’s difficult to gauge whether those types of social media engagement are boosting sales. Enter Facebook Brand Lift, which reports on metrics such as brand awareness and ad recall in an effort to […]