Paid Search looks at search advertising programs and how to most effectively use them. Columnists cover topics such as bid management, managing multiple campaigns, search ad copy tips and landing page quality issues and other subjects.

Sign Up To Receive This Column Via Email:

8 Features Advertisers Really Need From Google AdWords

May 21, 2012 at 11:23am ET by Brad Geddes

Google AdWords has seen a flurry of releases recently. Some have been good (Display Campaign Optimizer) and others bad (rotate changes) for advertisers. Many of these features are items Google wants to see as they help increase their bottom line or make it very easy to advertise. However, these new features are not necessarily what advertisers really need to pull additional revenue from their campaigns. In today’s column, I’m going to talk about my wish list and why Google should be implementing these features instead of adding yet another ad extension. Cross Campaign ACE AdWords C [...]

4 Alternatives You Need To Consider Beyond AdWords

May 14, 2012 at 10:13am ET by Mona Elesseily

While there’s no arguing with the fact that Google’s Adwords program is the dominant player in the PPC industry, it’s by no means the only option when it comes to paying for website traffic. In fact, the size of the Google Adwords program creates a number of challenges for “small-time” webmasters. The service’s immense popularity has resulted in extreme competition, driving up keyword bid prices and lowering ad placements for sites running on smaller budgets. If you’ve been struggling to gain traction on this highly competitive network, take a look at the following PPC alte [...]

3 Lessons Paid Search Can Learn From SEO

May 7, 2012 at 11:37am ET by Kelly Gillease

There’s no denying the synergy between SEO and paid search marketing, and paid search marketers would do well to take away a lesson or two from the world of organic search engine optimization to improve their campaigns. 1. Keywords! Keywords! Sherlock Holmes exclaimed, “Data! Data! …I can't make bricks without clay." And likewise, keywords are the backbone, heart and soul of all search engine marketing, paid or organic. There’s a whole mess of keywords work and reports done for organic search optimization that paid search marketers can and should utilize. On the most basic level [...]

Related Topics: Beginner | How To | How To: SEM | Paid Search

How Device Specific SEM Can Lead To More Valuable Traffic

May 1, 2012 at 11:32am ET by George Michie

Segmentation is the key to success in most marketing activities. Simply recognizing that how traffic gets to the site tells us a great deal about its value should prompt analysts to dive into data. Doing so often reveals big opportunities in device segmentation. Golden Tablets I'm not talking about Joseph Smith's discovery, I'm talking about Apple's. The traffic from iPads is more valuable than traffic from desktops for many in the eCommerce sector. Our data suggests the traffic from tablets as a class to be worth ~15% more than traffic from desktops. Traffic from the Kindle Fire seems to [...]

The Who, When & Why Of PPC Account Audits

Apr 23, 2012 at 11:38am ET by Brad Geddes

Auditing your PPC accounts on a regular basis is something every company should be doing. Performing an audit lets you step outside of your normal day-to-day activities within an account to reevaluate the big picture and see where large opportunities may lie. Normally, when you hear about a company doing a PPC audit, it’s a consultant or an agency auditing an advertiser or occasionally a consultant auditing an agency. However, even if you are in-house managing your account internally, an audit can give you insight that’s easy to miss because one of the points of an audit is to step a [...]

Become a PRO member and see all articles in our Paid Search archives!

PRO Members get unrestricted access to all archives - and more!

Get Our News, Everywhere!

Follow @sengineland

Got a tip? Tell us here!

Most Likes
Most Tweets
Comments

Our Stories Being Liked on Facebook

Search Engine Land Sponsors

Advertise With Us

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!

Click to watch SMX conference video

Join us at an upcoming SMX event:

North America

SMX Advanced - June 5-6, 2012
SMX East - Oct. 2-4, 2012
SMX Social Media Marketing - Dec. 5-6, 2012
SMX Toronto - April 2013

EMEA

SMX Paris - June 7-8 2012
SMX Stockholm - Oct. 15-16, 2012
SMX Munich - Apr. 9-10, 2013
SMX London - May 2013

APAC

SMX Melbourne - Sept. 5-6, 2012
SMX Sydney - May 2013

Search Engine Land produces SMX, the Search Marketing Expo conference series. SMX events deliver the most comprehensive educational and networking experiences - whether you're just starting in search marketing or you're a seasoned expert.