One of the most common errors is to use broad match keywords. In almost all cases a more focused match type, like broad match modified,…
Should You Be Bidding on Your Brand Terms?
Blog Post
- February 23rd, 2021
One of the biggest questions that comes up when working in paid search, whether you are at an agency or in-house, is if bidding on…
Google’s Automated Bidding Tools: What Are They and When Should You Use Them?
Blog Post
- September 29th, 2020
We all know Google has developed several automated bidding tools and strategies, but how do you know which one to use and which one will…
The Positives and Negatives of Paid Search Keyword Targeting
Blog Post
- September 22nd, 2020
The foundation of every successful paid search campaign, whether it is on Google Ads or Microsoft Ads, is its selection of keywords. Paid search after…
Brand Safety: What it Means for Brands and Advertisers
Blog Post
- May 12th, 2020
When people think of digital advertising, a lot can come to mind, but something almost everyone would say is that “performance” is the bottom line.
How To Use Audiences To Further Develop Your Paid Search Strategy
Blog Post
- March 24th, 2020
First of all, what are audiences in the context of paid search? What do they do? And why should you use them as part of…
When To Use (And Not Use) Automated Bidding For Google Search Ads
Blog Post
- March 3rd, 2020
Google has an abundance of reports and tools to help advertisers squeeze the most out of their Google Ads campaigns. Google has developed a whole…
How to Stay Competitive in an Ever-Changing Paid Search Landscape
Blog Post
- February 25th, 2020
With paid search features, tactics, and physical layouts changing so often, it’s important to stay competitive to come out on top against your competitors. In…
How to Advertise on YouTube
Blog Post
- July 23rd, 2019
With well over six billion worldwide users a month and nearly 800 million unique users, YouTube has quickly become the…
Design Strategies to Beat Banner Blindness
Blog Post
- July 16th, 2019
Considering the large volume of ads a person typically encounters in a day, it’s understandable that, over time, we have become conditioned to block out…
Apple Search: When Apps Go Missing
Blog Post
- April 2nd, 2019
Based on 2017 U.S. App Store data, Apple reported that 65% of iOS app downloads…
These Are A Few Of My Favorite (Paid Search Optimization) Things
Blog Post
- December 25th, 2018
Managing a paid search campaign is different from your typical job in that our work is never done and the rules are constantly evolving. It…
The Future is Bright: Digital Predictions for 2019
Blog Post
- December 4th, 2018
The first year for the US Census to collect information on computer ownership and use was 1984. They reported that only 7.9%…
What Is Dayparting for Paid Search? And How Can You Use It?
Blog Post
- November 13th, 2018
When it comes to running successful paid search campaigns, ensuring ads are shown only when you want them to is key, and dayparting is the…
Chasing the Silver Dollar: Marketing to Baby Boomers
Blog Post
- June 12th, 2018
Today, the youngest Baby Boomer is 53 and the oldest is 72. This wide-spanning group has witnessed and shaped almost every major event of the…
2018 Google Partners Expert Training Day Conference Recap
Blog Post
- April 24th, 2018
Unabashedly speaking, there have always been a lot of great perks behind Zion & Zion’s status as a Google Premier Partner. The most recent example…
2018 The Digiday Hot Topic: The Future of TV Conference Recap
Blog Post
- April 3rd, 2018
Several of Zion & Zion media team attended a one-day conference in New York City that gathered representatives from the powerhouse players in the TV,…
Rise of Mobile Traffic: What it Means for Your Marketing Strategy
Blog Post
- February 27th, 2018
According to Pew Research Center, roughly three-quarters of Americans own a smartphone. That’s about 77%. Here’s another stat for your noggin: 70% of Americans are…
5 Ways Machine Learning & AI Can Improve Your 2018 Paid Search Strategy
Blog Post
- February 13th, 2018
The Google Home, Siri, Amazon’s Alexa, DeepMind’s AlphaGo, self-driving cars, the Nest, Netflix, your email, and your bank are just a few of many examples…
What Does “TV” Mean in 2018?
Blog Post
- February 6th, 2018
You’re in bed watching NBC’s “This is Us” at 11pm on your phone. Are you watching TV? Or, maybe you’re sitting in your living room…
5 Reasons to Incorporate Digital Media in Your Advertising Mix
Blog Post
- January 16th, 2018
Ask any non-marketer to explain advertising and chances are they’ll immediately mention one of the big three traditional advertising channels; television, radio, and billboards. These…
How SEO and PPC Work Together
Blog Post
- December 5th, 2017
Let’s say your business has an active PPC campaign, spending thousands of dollars annually on a few keywords highly relevant in your industry. If your…
How to Report Paid Search to Clients
Blog Post
- November 7th, 2017
One of the biggest aspects of paid search, and online marketing in general, is reporting. Paid search reports let clients know how their campaigns are…
2017 SMX Advanced Conference Recap
Blog Post
- August 15th, 2017
SMX Advanced skips the basics and takes a deep dive into search marketing. It is extremely useful for experienced marketers who have been in the…
Traditional Media in a Digital World
Blog Post
- July 11th, 2017
“Traditional media” refers to radio, television, print and out-of-home (i.e. billboards). While these four mediums are all very different, they have one thing in common:…
7 Mobile PPC Tactics for Hyper-Effective Paid Search Campaigns
Blog Post
- May 23rd, 2017
Mobile advertising for PPC (pay-per-click) can be painful at times, as mobile campaigns frequently don’t convert at as high a rate as do desktop campaigns,…
What is Paid Search?
Blog Post
- March 16th, 2017
Cost per click (CPC), pay per click (PPC), and search engine marketing (SEM) are some of the names that refer to paid search engine advertising. Paid…
What Is Display Ad Viewability, and Why Is It Important to Marketers?
Blog Post
- May 3rd, 2016
Viewability has become a hot topic in the advertising industry over the past few years. But what exactly is viewability, and why is it a…
What is a Display Select Campaign?
Blog Post
- April 5th, 2016
As one of the lead search marketers here at Zion & Zion, I’m plugged into many of the new features that Google is frequently testing…
What is Digital Marketing?
Blog Post
- November 10th, 2015
Since its earliest days, marketing has been a practice that is constantly changing. The ways in which content is consumed on an individual level has…
9 Reasons You Should Use Bing Ads in Addition to Google
Blog Post
- August 11th, 2015
Why Use Bing Ads in Addition to Google For those of you that are not familiar with Bing Ads, it is Microsoft and Yahoo’s alternative…
How to Get the Most from Your Facebook Advertising
Blog Post
- June 30th, 2015
It would be easy for some to think that growing your Facebook fan base is a waste of time given that, on average, only…
How to Simplify Media Planning in a Multichannel World
Blog Post
- April 21st, 2015
Planning how to spend your advertising dollars is one of the biggest challenges a retail or service-based business has, whether you are a small, local…
Put the ‘Pro’ in Programmatic Buying
Blog Post
- December 30th, 2014
Programmatic buying can be a very effective form of advertising, but there is still a great deal of mystery about what happens behind the curtain.
The Importance of PPC Quality Score
Blog Post
- September 11th, 2014
Many paid search (i.e. PPC) marketers wonder how they can improve the performance of their campaigns without having to…
What is Display Advertising?
Blog Post
- July 8th, 2014
Display advertising, or as it’s more commonly paraphrased, “those annoying banners ads that follow me around online,” is a fairly complex landscape. As seen in…
Why Businesses Need Pay-Per-Click (PPC) Advertising
Blog Post
- April 1st, 2014
Every day, over 1 billion searches are done on Google. In North America, the Google network reaches over 84% of internet users. Integrated within the…
Why You Should Use PPC Ad Extensions?
Blog Post
- March 20th, 2014
Recently Google AdWords has given marketers new ad extensions that we can use to assist in our paid search marketing. Ad…
