Paid Media
3 Ways to Use Social Listening in Your Paid Social Media Strategy
If you're using social media marketing for your business, you've probably heard of social listening. But you might not know how it can help you, especially with paid social media initiatives. Social listening helps you gather information about your brand, competitors, and industry to deliver insights that give you insights to understand your audience. According [...]
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Use A/B Testing to Inform Advertising on a New Social Channel
You’ve had some success using advertising on various social media channels and are looking to expand your reach. How do you determine where to invest in advertising on a new social channel? This step-by-step guide will help you pursue new social media advertising on new platforms with confidence. With clear, proven approaches that can assist [...]
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How Much are Your Competitors Spending on Social Media Advertising
Marketing budgeting can be tricky to say the least. There are simply no hard and fast rules when it comes to determining how much money you should devote to your advertising efforts. And budgeting decisions become even more difficult when you begin to divide that budget into various components of traditional and digital marketing outreach. [...]
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How To Protect Your Branded Keywords on Google
Your business’s name and brand are some of its most important assets, and no one wants others trading (or bidding) on their good name. You’re bound to see competitors running ad campaigns that target your business’s branded keywords, though. Here’s how to protect branded keywords. How Do Competitors Bid in Branded Keywords? Bidding on branded [...]
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RIP Google Expanded Text Ads: What Advertisers Need to Know
Perhaps the most substantial search pay-per-click (PPC) news in the past few weeks includes Google's wind down of expanded text ads (ETAs). Surprisingly, that doesn't mean all advertisers should abandon them quite yet. In fact, even though the ad format has already officially been sunsetted, Google says they will let their customers to run existing [...]
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Google Ads Bill: The Competition and Transparency in Digital Advertising Law and Its Effects on Paid Search Advertising
The digital advertising space has continually evolved since its inception several decades ago. Major advertisers, such as Google and Facebook, have thus far mainly led the way. That could be changing with The Competition and Transparency in Digital Advertising Bill, and other legislation. The federal government could soon significantly change the landscape of online advertising [...]
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10 Best Practices for Paid Search Advertising from Hawke Media Experts
Paid search advertising continues to grow more influential in 2022. Pay-per-click, or PPC ads, have a 200% ROI. Although results are seen on the same screen as organic search results, paid search generates twice the number of visitors as organic SEO. Hawke Media’s team of experts has some paid search best practices to boost your [...]
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The Challenges of Paid Media in Healthcare Marketing
Healthcare marketers face the same challenges as do marketers in other industries. This is usually around keywords — keywords that are usually either very expensive or very difficult to rank for. However, focusing solely on paid search, there are several factors that make healthcare marketing unique. To successfully use paid search to grow a healthcare [...]
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What Does iOS 14 Mean for Paid Social Marketing?
When Apple launched iOS 14 in April 2021, the upgrade went further than simply adding jazzy new features. At the center of the new operating system was a fresh approach to privacy through App Tracking Transparency. Apple’s new policy affects more than just the 30% of mobile users who use iOS. It’s already cost social [...]
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Facebook Ad Automation: 5 Essential Automated Rules
If you’re an e-commerce brand, Facebook advertising will probably be one of the biggest paid marketing channels you use to grow. After all, Facebook is still the most popular platform for social media marketers, used by 93% of brands — compared to Instagram, in second place at 24%. There’s a sound logic to running Facebook [...]
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