Common PPC mistakes and how to avoid them
Columnist Laura Collins lays out five mistakes she commonly sees in paid search and explains how to avoid them.
Laura Collins is Head of Paid Social at UK-based paid media agency, Merkle|Periscopix. In her six years in digital marketing, she has acquired in-depth knowledge of Facebook, Twitter, AdWords, and several other platforms. She has managed accounts across a range of sectors with a specialization in finance & retail. Laura is a regular contributor to MarTech and a familiar face on the London speaker circuit.
Columnist Laura Collins lays out five mistakes she commonly sees in paid search and explains how to avoid them.Laura Collins | Sep 14, 2016 at 10:14 am ET
Capitalizing on sporting events can be a great opportunity for advertisers, but will this strategy work for everyone? Columnist Laura Collins looks at the results of some recent campaigns to find out.Laura Collins | Aug 16, 2016 at 10:42 am ET
Expanded Text Ads will be available to all AdWords advertisers by the end of the year, so how might this impact your accounts? Columnist Laura Collins shares some data from Merkle|Periscopix clients.Laura Collins | Jul 19, 2016 at 10:30 am ET
Columnist Laura Collins discusses the impact of individual device bid adjustments in AdWords, an upcoming change recently announced during Google Performance Summit in San Francisco.Laura Collins | Jun 21, 2016 at 12:26 pm ET
Think dynamic remarketing is only for retailers? Think again! Columnist Laura Collins explains how non-retailers can set up these campaigns and discusses the success her agency's clients have seen by utilizing this tactic.Laura Collins | Apr 26, 2016 at 11:01 am ET
Feeling apprehensive about using Customer Match? Columnist Laura Collins tackles some frequently asked questions about this relatively new targeting feature in AdWords.Laura Collins | Mar 1, 2016 at 10:38 am ET
A good campaign structure can have a significant impact on performance, but what structure is right for your business? Columnist Laura Collins discusses some options that have worked well for her clients.Laura Collins | Feb 2, 2016 at 10:21 am ET
Search marketers, have you been using Google Analytics in conjunction with Remarketing Lists for Search Ads? If not, columnist Laura Collins is here to explain the benefits.Laura Collins | Jan 5, 2016 at 11:27 am ET
Want to enhance your video ads? Columnist Laura Collins discusses the impact that TrueView for Shopping has had on client shopping campaigns.Laura Collins | Dec 8, 2015 at 9:45 am ET
What do you really know about your audience? Columnist Laura Collins shows how the Audience Insights report feature can help you better target your users -- and perhaps even discover new ones.Laura Collins | Nov 10, 2015 at 9:57 am ET
Time to start planning those Black Friday campaigns! Columnist Laura Collins shares her tips for getting the most out of your paid search campaigns this holiday season.Laura Collins | Oct 13, 2015 at 10:33 am ET
Google launched Custom Columns for AdWords back in December, but many paid search marketers aren't utilizing them yet. Contributor Laura Collins discusses the benefits of this new feature and explains how to set it up.Laura Collins | Aug 18, 2015 at 9:26 am ET
Know about Custom Affinity Segments for the Google Display Network? If not, columnist Laura Collins explains why and how to utilize these in your display campaigns.Laura Collins | Jul 21, 2015 at 9:46 am ET