Synapse SEM Blog

Gen Z and social media

How the Top Social Platforms are Bending to Gen Z

Move over Millennials, Gen Z is calling the shots now. They may be young, and their purchasing power has yet to be truly defined, but they are changing the online landscape, quickly. Who is Gen Z? What recent changes to LinkedIn, Meta, and even Google have they influenced at their young age? We’ll cover all […]

seo trends for 2023

How to Prepare Your SEO Strategy for 2023

With roughly 9 billion Google searches happening on a daily basis around the world, it would be an understatement to say that competition in the search engine optimization (SEO) world is fierce. Everyone is vying to rank in that number one position for their respective search queries. Strategists are constantly adjusting and refining the on-page […]

Synapse Launches New Social Impact Program

Boston, MA – February 24, 2022 – Synapse SEM, a leading performance marketing firm, announced today the launch of their new social impact program, the Synapse Giveback Program.  This program is designed to raise funds for high-impact not-for-profits as well as assist local businesses with free digital marketing services.  Starting March 1st, for each new […]

Broad Match Modifier is Changing, What Now?

In February 2021 Google announced that they will be changing the matching behavior of broad match modifier in favor of an updated version of phrase match, which began to take place in mid-February. In July 2021, you will no longer be able to create broad match modified keywords but your existing BMM keywords will continue […]

Your Guide to the Recent Google Ads Targeting Updates

Google Ads has recently announced they will follow suit with Facebook to change the allowed targeting options for housing, employment, and credit companies. Will your organization be affected? We have put together a guide outlining not only who will be affected, but exactly what this targeting change entails: What Targeting Changes Has Google Made? If […]

Google Commits $340m in Google Ads Credits to SMBs – Are you Eligible?

In late March, Google published an article stating that they are committing $800m to support SMBs and crisis response, $340m of which will be provided to SMBs in the form of Google Ads credits.  Google provided further details regarding these funds on April 20th, and we wanted to pass along these updates and answer some […]

Average Position is Gone, Now What?

As I’m sure you know by now, Google Ads retired one of their original metrics (average position) back in September of 2019. This was a significant change, as many advertisers found average position to be a critical metric during optimization efforts. For some, average position was a simple way to determine where your ads appeared […]

How to Determine Your Optimal PPC Budget

Many PPC budgets are determined by a company’s overall marketing dollars, but what should you actually spend each month?  It can be difficult to determine exactly how much you should budget for with a PPC program, as there are various factors to consider. At Synapse, we have determined a method to determine optimal budgets and […]

What to Keep in Mind When Launching a Branded PPC Campaign

One of the most commonly asked questions when presenting a PPC proposal to a new a client is “why should we waste money bidding on our own branded keywords?” What is the purpose of bidding on brand when you are already showing at the top of organic listings? Brand can be a core component to […]

How to Perform a Proper PPC Competitor Analysis

You’ll often hear that a little healthy competition is a good thing for your business. It certainly doesn’t feel that way when you look at your Google Ads campaign and see your CPCs have almost tripled in the past week and you have no idea why. You might be scratching your head to see that […]