Sophie Fell
Two Trees Team Takeaways: SMX Next
What is SMX Next?
Why The Right Bidding Strategy Will Make Or Break Your PPC Campaign
As an advertiser, it’s crucial to set the right bidding strategy in order to achieve campaign goals. By pairing campaign goals with the most relevant bidding strategy, advertisers ...
How To Create An Effective Top-Of-Funnel Marketing Strategy
It’s not sustainable to use only acquisition strategies in 2024. There, I said it!
The Ultimate Guide To PPC Audiences, When & Where To Use Them
Undeniably, one of the lesser-known and lesser-utilized functions within PPC is audiences. For video, display, and Performance Max campaigns, audiences are a must-have for ...
The Best Free Online Qualifications For Digital Marketers
Introduction One of the best (and worst) things about digital marketing is its low barriers to entry. But, with everything moving so rapidly across each channel, even the most ...
How To Find & Apply The Best Negative Keywords To Search Campaigns
Introduction We heard earlier this year at #GML2024 about Google’s upgraded broad match keyword match type. With advanced indicators of intent, relevance, and user insights, broad ...
How To Create A Google Ads or Microsoft Ads Account
What is an ad account? No matter which platform you’re trying to advertise on, you’ll need to create an ad account. By platform, ad accounts go by different names such as ...
Why YouTube Is A Must-Have Part Of Your Media Mix In 2024
While traditionally, video advertising was only available through select studios, production companies, and publishers, today, creators of all shapes and sizes can create content ...
6 Reasons Why Your Paid Search Ads Might Not Be Working
Whether you’re pouring $500 a month or $500,000 a month into your paid search advertising efforts, there’s nothing more frustrating than a campaign that just doesn’t work. While ...
6 Myths Busted About Microsoft Ads
Let’s be honest, Microsoft Ads gets a bad rap. A clunky UI and being a carbon copy (in the worst way) of Google Ads previously has made Microsoft Ads a bit of a laughing stock. In ...
The 2024 Guide To LinkedIn For Businesses That Are New To The Platform
Introduction In 2024, there are plenty of myths to bust around LinkedIn advertising. However, the platform has evolved considerably in recent years and is now a must-have for B2B ...
Google Marketing Live 2024 - Two Trees Team Takeaways
Auto-Applying Search Recommendations: When To & When Not To
Introduction With optimization recommendations refreshing thick and fast, it can be tempting to auto-apply these to keep your account optimization scores on point. But, doing so ...
How To Forecast Search Demand & Seasonality Trends Over Time
Introduction We’ve all been there: a client asks for a forecast of their ROI or results ahead of time. An unnerving experience - is it better to overestimate performance or ...
Unmissable Advanced Google Ads Features That Anyone Can Implement
Introduction Whether you’re just starting out in the world of PPC or you’re a dab hand at it, there are a few tips and tricks that you may not be aware of. In fact, they’re not ...
News: Google Begins To Test Short Videos On Mobile Search Results
Introduction In another piece of Google news that has been stumbled upon in the wild, it looks like Google is now testing short-form videos on mobile search results!
Advanced Google Ad Techniques & Personalization To Boost Your CTR
Introduction If you’re confident in your Google Ads strategy and have run ads for a long time, your account may feel stagnant and difficult to optimize further. With that in mind, ...
The 2024 Guide To Attribution Models & Conversion Tracking
Introduction With decisions on budget, channel splits and platform prioritization being made on such a regular basis, data accuracy is critical to success. By using data-driven ...
What Is Performance Max & How Does It Work? [2024]
Introduction With Microsoft Advertising’s most recent announcement of Performance Max campaigns being launched globally, and Google’s continued growth into the world of AI in ...
How To Calculate the Ideal Budget for Your Google Ads & Microsoft Ads
Introduction If you’re new to the world of search engine marketing, first of all: welcome! One of the critical factors that can make or break the success of your SEM efforts is ...
The Complete Guide To Google's Ad Extensions [2024]
Introduction In 2024, ad extensions are a must-have addition to your account to make your ads as competitive as possible. By providing additional information for users, they ...
The Ultimate Guide To Keywords & Keyword Match Types [2024]
Introduction Using the right keyword match type for your campaigns and ad groups can truly make or break the success of your search engine marketing efforts. From broad-matching ...
What Is Search Impression Share And Why Is It Important?
Introduction With so many bidding strategies, metrics, and acronyms to keep up with across search, it can feel like a minefield trying to choose the right one for your brand. ...
News: 5 Things You Need To Know About Google’s New Approach To Conversion-Driving Ad Copy
Google calls it a tool to help marketers"drive more performance with less effort." So, what is the Gemini Era, and how will it make marketers' lives easier?