Author Archives for Callum Leonard

The Importance of Landing Pages

14/07/21 PPC Web Design

During my years of managing PPC accounts, and Google ads constantly evolving, one thing has continuously stayed apparent is the need for good quality landing pages. As my ego pertains, I genuinely believe at embryo we have one of the...
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UTM Tracking: Analysing Lead Generation Success

17/03/21 PPC Digital Marketing

Everyone knows PPC success for a lead based company, is that the most obvious KPI measurement for PPC is, of course, driving lead volume. However, as you scale your business and your marketing, analysing lead quality, lead to sale percentages...
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Applying Patrick Lencioni’s 5 Dysfunctions Of A Team To Embryo

14/01/21 PPC General

    Over the Christmas break, I had the opportunity to read the best selling book ‘The Five dysfunctions of a team’ by Patrick Lencioni. The book details a leadership fable for a struggling technology firm with a leading product,...
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Tips For Managing & Improving Client Expectations

18/12/20 PPC Best Practices

Over the years of managing PPC clients, I have encountered many client personality types. In this blog, I cover some of my personal recommendations for managing client expectations. These are key functions we adopt at Embryo to ensure both client...
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Adapting To PPC Growth in 2021

25/11/20 PPC Digital Marketing

Here are a few paid search trends that will continue to grow in 2021. We, as advertisers, must adapt to these if we wish to maximise client results. These trends have already seen growth in 2020, and this blog is...
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5 Scripts that will work like your own assistant

10/07/20 Digital Marketing Best Practices PPC

Scripts are a long standing feature in PPC accounts, however are criminally underutilized. I found myself avoiding them when i first started in digital marketing as i didn’t want to damage my clients accounts or set something up incorrectly. Below...
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What is Search Impression Share?

29/05/20 Uncategorised PPC

One vital metric of growing a PPC account can be analysing your impression share. Whether this be at campaign or keyword level this is something that can increase visibility, grow your click volumes and increase your KPIs. So… What exactly...
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Google Shopping Feed Guides

18/05/20 PPC

A lot of businesses would like to run shopping ads on google, however, do not understand the process to create a product feed to run ads. In my experience I have always seen a lot of confusion when creating a...
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Google Bid Strategies Explained

17/04/20 PPC

Google bid strategies are something we use continuously whilst managing PPC accounts. See below an extensive breakdown of all the available strategies we can adopt in Google Ads. But first, What is a Bid Strategy ?        ...
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5 Ways I Want Microsoft Ads To Improve

31/03/20 Uncategorised

The incorporation and utilisation of Microsoft Ads (formerly Bing ads) has been a foundation of the PPC industry for a while now, However, Bing continues to be a secondary growth plan that’s struggling to keep up with Google’s pace. Having...
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