What are Ad Extensions? Normal text ads on Google (called Expanded Text Ads) include two clickable headlines linked to your chosen landing page, a description, and a cosmetic display URL. But AdWords allows you to add to this basic recipe with additional ingredients known as ad extensions. As the name implies, ad extensions extend the […]

The Complete Guide To Facebook Ad Types

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Facebook offers so many different ad types that it can be tough to know which one to use and when. With this guide, you’ll be able to navigate the various Facebook ad types (aka ad units), with an explanation of how they work and the benefits and drawbacks of each. Facebook ad types can be […]

If the past five years has taught the performance marketing world anything, it’s that advertising platforms like Facebook and Google AdWords have much more (and much better) data than any individual advertiser or third-party vendor. Because of the large amount of data that these platforms have, they are able to provide improved tracking and targeting […]

Last month Apple rolled out its all-new App Store search advertising platform: Apple Search Ads. With over 1.5 million apps now in the app store, Apple Search Ads represent an exciting new way for marketers to drive traffic to their app in an environment of stiff organic competition, in a world where despite spending 87% […]

Background Pre-order (aka crowdfunding) campaigns are playing an increasingly important role in the development of new products. At Growth Pilots, we’ve worked with many companies to help promote their pre-order campaigns. One of our favorite such companies is Glowforge. Glowforge reached out to Growth Pilots to help maximize their pre-order campaign sales in a relatively […]

  The long wait is over. After months in closed beta, last week AdWords announced that they would be rolling out their new ad format: expanded text ads (ETAs). In its initial announcement about expanded text ads back in May, the AdWords team revealed that one reason they had decided to get rid of right-hand side […]

Facebook has become one of the most effective advertising channels thanks to the amount of data it has on its users. This data allows for a wide array of targeting methods for advertisers on Facebook. On one hand, the variety of options can be a blessing since it allows Facebook marketers to get more granular […]

Creative optimization is one of the most important aspects of scalable Facebook advertising.  Even small variations in image and copy can have a dramatic effect on click-through rates, cost per click, and down-funnel conversion rates. One area of creative optimization that’s often ignored, but can lead to significant performance improvements, is post engagement: the comments, likes, […]

Update: please see our post-launch guide to Apple Search Ads for a detailed look at the Apple Search Ads platform after it went live in October 2016. Last week, Apple unveiled plans to launch a search advertising platform for the App Store. This announcement was made in anticipation of WWDC 2016, which kicked into gear […]

As a follow up to our recent guide for startups on how to leverage SEM, last week Growth Pilots hosted an event in partnership with Google on SEM and user acquisition featuring speakers from Google, Greylock VC, Kissmetrics, HomeLight and Primer.  A diverse audience, insightful speakers, and a lively panel discussion made for a great […]

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