• Proactive Negative Keyword Targeting

    Wasted spend is infuriating. No one enjoys opening up a search terms report and seeing hundreds of dollars spent on irrelevant keywords. Who knew so many folks were searching for “u pull it software” when you set out targeting “IT software”? While regularly reviewing search term reports at the keyword level will help address much […]

  • Expanded Ad Text: A Gift From the Heavens

    At the Google Summit in May, the search giant announced arguably the largest feature change in AdWords during the last several years – expanded character limits for text ads. No longer will a search marketer be constrained by one 25 character limit headline, but would now be given the ability to utilize two 30 character […]

  • Competitor Campaigns Crush It

    Massively Higher Conversion Rate Obility recently compared client campaign performance versus the industry benchmark for B2B companies. In no surprise, Obility clients’ campaigns significantly outperform standard B2B paid search campaigns. But, not all campaigns are the same. Obility intentionally separates and categorizes campaigns as part of its TACO strategy. In this post, we dig into […]

  • How Obility Compares to AdWords B2B Benchmarks

    Have you ever wondered how your AdWords account stacks up against the competition? Seeing month-over-month improvements is great, but if you don’t know how you are performing relative to your competitors, you can’t see where you stand in the market. Wordstream recently released a report containing benchmark AdWords performance broken down by industry. To make […]

  • Is It Time to Rethink Gated Content?

    The number 93 is haunting. 93% is the average number of visitors you lose in your paid search and social campaigns due to gating content. Surely, we can do better. With lead gen campaigns, we have been willing to trade over 90% of our traffic, traffic we paid for, in exchange for the ability to […]

  • Increasing Your Investment in Mobile Paid Search Makes Good Sense

    Full Speed Ahead: Mobile Obility cautiously entered mobile paid search. Google initially pressed the mobile issue with Enhanced Campaigns back in 2013, and Obility responded by limiting spend on mobile search campaigns, ensuring our clients focused on paid search campaigns that best generated opportunity and revenue. Obility recognized gated white papers and webinars – staples […]