Machine learning and artificial intelligence (AI) will change the way search marketers do business. In the latest article in his multipart series on PPC and AI, columnist Frederick Vallaeys shares his strategies for keeping your agency successful in a world of AI-first PPC.
Many in the SEM world are concerned that artificial intelligence and machine learning will make their jobs obsolete -- but columnist Frederick Vallaeys believes that humans and machines working together will ultimately create the most value for clients.
Contributor Frederick Vallaeys shares techniques to get the most out of your product listing ads by employing both new and often-overlooked features.
AdWords Scripts have received some new capabilities in the new AdWords interface. Contributor Frederick Vallaeys walks us through what to expect.
Budgets can be a real pain point for PPC advertisers, especially when allocating that budget over multiple campaigns. Luckily, columnist Frederick Vallaeys has a few AdWords scripts that can help you manage your monthly budgets more effectively.
Last week, Google announced they had added the Google Slides API as an Advanced API to AdWords scripts. Columnist Frederick Vallaeys explains how this functionality can be used to append AdWords data to a Google Slides presentation.
Feeling bogged down by all the reports you need to create for your AdWords campaigns? Columnist Frederick Vallaeys has put together a script that may help.
What's on the horizon for Google AdWords? Columnist Frederick Vallaeys provides a behind-the-scenes look at some new AdWords features from a presentation at Google Marketing Next.
Even though AdWords doesn’t officially support AMP yet, advertisers can still use the technology to serve faster landing pages. Columnist Frederick Vallaeys explains how implementing AMP can lead to big gains in conversion rates.
Wondering how to avoid embarrassing or controversial video ad placements on YouTube? Frederick Vallaeys shares a script for that.
Columnist Frederick Vallaeys explains the concept of "stacked bidding" and provides an AdWords script to help monitor your tiered bids.
Columnist Frederick Vallaeys tried out Data Studio to see where it shines and where it might fall short for search marketers.
Following a recent executive order suspending US admissions for citizens of seven Muslim-majority countries on Friday, columnist Frederick Vallaeys explains how such a policy would have hindered the growth of the search industry as we know it today.
As artificial intelligence starts to play a bigger role in PPC account management, columnist Frederick Valleys believes we must be vigilant about understanding the capabilities of the systems we're relying on.
Your job is hard enough -- don't sabotage yourself by making these reporting mistakes. Columnist Frederick Vallaeys recounts common paid search errors and advises how to avoid them.
Columnist Frederick Vallaeys discusses the new capabilities of ad customizers in AdWords, explaining how you can use them to serve better, more relevant ads.
Want to succeed with expanded text ads? Columnist Frederick Vallaeys reports on findings from an Optmyzr study of 1.2 million ads to see what characteristics the best-performing ads had in common.
Columnist Frederick Vallaeys discusses the impact of some recent AdWords changes on Quality Score and provides an updated version of a free script that calculates account-level Quality Score.
Many changes and new features have rolled out recently in AdWords, and columnist Frederick Vallaeys believes this is the perfect opportunity to review your account structure.
Want a head start in making the shift to expanded text ads in AdWords? Columnist Frederick Vallaeys has an AdWords script that pulls information from your SEO titles and meta descriptions.
Columnist Frederick Vallaeys shares a handy AdWords script that generates a spreadsheet of your base bids with the actual min and max possible values based on your various bid modifiers.
Columnist Frederick Vallaeys explores the potential impact of some new AdWords features announced at the Google Performance Summit in May 2016 and discusses how to prepare for these changes.
Columnist Frederick Vallaeys shares a highly customizable script that can help detect anomalies within an AdWords account, improving upon Google's Account Anomaly Detector.
Columnist Frederick Vallaeys shares a modified version of Google's flexible budgets script that allows you to automatically distribute your monthly budget in an intelligent way.
Google recently changed the way ads are displayed on search engine results pages, so how can you make the most of this change? Columnist Frederick Vallaeys lays out some options.
Columnist Frederick Vallaeys explains several ways you can use structured data to create relevant and customized PPC search ads.
Want to get your AdWords in shape in 2016? Columnist Frederick Vallaeys discusses some top trends and explains what you need to start doing to keep your ads relevant.
Columnist Frederick Vallaeys recaps the hottest AdWords articles of the year based on social share data from BuzzSumo. How many have you read?
Columnist Frederick Vallaeys notes that AdWords has released many new features for Shopping Ads recently. Are you taking advantage of them?
Columnist Frederick Vallaeys recaps a session from SMX East in which paid search experts give advice for getting the most out of your seasonal SEM campaigns.
Do you need to study for your AdWords certification exams or will you pass without cracking a book? Columnist and former Googler Frederick Vallaeys lays out the critical things to know for the Shopping and YouTube tests.
How does your Quality Score affect your cost per click in AdWords? To find out, columnist Frederick Vallaeys explores the relationship between Quality Score and first page bid estimates.
Columnist Frederick Vallaeys discusses some recent improvements made to AdWords My Client Center (MCC) interface and provides a script that allows users to create a cross-account negative keyword list.
Columnist and former Googler Frederick Vallaeys explains the various match types in AdWords and discusses some of the most useful applications of each.
Columnist Frederick Vallaeys shares his favorite tools and methods for evaluating your AdWords performance.
Columnist Frederick Vallaeys discusses how you can use Google's data to improve your AdWords performance.
What bid management strategies will work to achieve your campaign goals? Columnist and former Googler Frederick Vallaeys outlines how to make the best decisions to maximize efficiency.
Columnist Frederick Vallaeys discusses some exciting recent developments in the world of AdWords scripts.
Want the inside scoop on how columnist and former Googler Frederick Vallaeys manages his AdWords campaigns? Check out his Checklist for AdWords Success!
I once moderated a focus group for Google where we split the participants into two groups: small agencies and large agencies. One key difference I saw between the groups was their willingness to share best practices. The small agencies seemed reluctant to share for fear of giving their competition an edge. The larger and more […]