Categories for: Paid Advertising

Click Fraud: What It Is and How To Prevent It

Published: March 3, 2019 by
Hand placed on mouse
Over the years, more clients than I can count have come to me – BigWing’s director of paid search – and asked this very same question: “What keeps people from running up my costs and me from throwing all my money down the drain?” In other words, how do you keep click fraud from happening? Now, click fraud isn’t just... Read More

What is a Digital Marketing Audit?

Published: May 9, 2018 by
Up close picture of a computer screen showing the search engine screen to showcase digital marketing audit
When you’re looking for the correct way to boost your business into digital marketing, or if you feel like the digital marketing strategy needs a breath of fresh air, it’s probably time for a digital marketing audit. When executed correctly, a digital marketing audit can provide you with the answers to what you could be doing to improve your ongoing... Read More

Is PPC Right for Your Industry?

Published: February 15, 2018 by
laptop opened to Google's search page
How often do you find yourself clicking on the first link when you search for a business or service online? Chances are, you just clicked on an ad created by a paid search campaign. Paid search, or pay-per-click (PPC), marketing is a valuable online advertising strategy that guarantees visibility to your potential customers, but is it a worthwhile investment for... Read More

What Google’s New Overcharging Policy Means for Your AdWords Account

Published: October 16, 2017 by
person typing at desktop computer
On October 4, 2017, Google AdWords notified advertisers in their AdWords accounts and on Twitter that a change had been implemented in the daily handing of ad budgets. This after-the-fact announcement has resulted in some challenges to advertisers and their marketing partners. Google has always utilized a “daily overage” strategy to help advertisers “get that extra click” when budget allowed... Read More

7 Tips for Paid Search on Legal Services Campaigns

Published: June 13, 2017 by and
brass scales balanced evenly on a white background
When you think of marketing campaigns for law offices, what’s the first thought that comes to mind? Is it the billboards you see along the interstate with horribly catchy taglines? Or is it the late night commercials asking if “you or a loved one have been injured” in some horrific way? Marketing has changed over the years, and traditional legal... Read More

Applying Creativity to PPC and Display Advertising

Published: March 3, 2017 by
Content marketing and social media get the creative rap in digital marketing. Both are visual and lend themselves to plenty forms of expression – but they’re not the only channels of marketing to use the right-brain.  Pay-per-click (PPC) and display advertising get to flex their creative muscles more often than you might think. Yes, PPC and display advertising are often data... Read More

Bing: the Importance of the “Other” Search Engine

Published: August 17, 2016 by
Close up of a man searching the internet on a tablet
In 2015, 64 percent of users searched on Google and 33 percent of users searched on Bing and Yahoo, according to Search Engine Land. “Do you want to ignore every third person that comes to your business's door?” asked Bill Martin, our Director of Search Marketing here at BigWing. “Because that’s exactly what you’re doing if you’re disregarding Bing.” If... Read More

Search & Site Retargeting: 7 Steps for Creating a Successful Campaign

Published: July 1, 2015 by
Have you ever been surfing the web and seen a banner ad for a product you recently searched for or a branded website you’ve recently visited? This didn’t happen by coincidence, you’ve been retargeted. Search & site retargeting allows businesses to target users who have expressed an interest in your product. Whether a user has searched for similar products/services, such as... Read More

Google Paid Search: Easy to Drive, Difficult to Win the Race

Published: January 27, 2015 by
Formula one car: Sebastian Vettel driving Red Bull car
Many people think paid search is easy, and in one sense it is. Google will easily give you the keys to your brand new AdWords account and set you free to drive on the road like a 16-year old with a new high-powered sports car. If you were anything like me, you might have taken a few risks as a... Read More