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Pauline Jakober's latest articles
AI and Google advertising: What’s next?
Discover the latest AI-driven changes in Google Ads, their implications for PPC marketers and six key recommendations to stay ahead.
How to overcome the top 3 objections to YouTube video ads
Don't let budget constraints, past failures or lack of know-how stop you from taking advantage of YouTube video advertising.
Why now is the most important time for nonprofit advertising
Maximize year-end donations for your non-profit by laying the groundwork early with steady advertising budgets and ongoing testing.
7 tips to create PPC text ads that are trustworthy and clickworthy
Your text ads should build trust, not set off alarm bells. Use these trust signals to make your PPC ads drive confidence and clicks.
10 questions to ask before you create a Google Ads account
Ensure a smooth Google Ads account launch by addressing key factors like goals, assets, audience data, and more.
Go beyond Google Ads with programmatic advertising
Is your B2B digital advertising program ready for a boost? Explore programmatic advertising and its potential for B2B success.
How to use PPC to act on (or respond to) unplanned publicity
A well-placed PPC ad gives you the opportunity to respond directly to good and bad publicity. Here’s what you need to know.
How to use Google Ads to get more donations for your nonprofit
Google Ads isn’t just for “for-profit” companies. Here's how nonprofits can use paid Google Ads accounts to help them reach their goals.
3 simple PPC optimizations you may have overlooked
Not every optimization needs to be a weeks-long project. Here are three simple ways to optimize your PPC accounts.
How to optimize your Google Ads’ post-click content
How can you further optimize your Google Ads program once everything is humming along smoothly? Start by looking at your post-click content.
Google Ad Grants changes and your PPC strategy: Where to go from here
Is your nonprofit organization involved with the Google Ad Grants Program? Contributor Pauline Jakober shows how you can benefit from the recent ad changes with a few creative tips and workarounds.
15 PPC pro tips for writing text ads
Want to know how to write great paid search ads? Columnist Pauline Jakober shares some tips from her years of experience writing PPC ad copy.
How your website redesign can sabotage your paid search efforts
Relaunching a website can be very exciting for a business, but columnist Pauline Jakober warns that without careful planning, a redesign can damage your PPC program.
How to ensure your external PPC account audit isn’t a waste of time
Everyone loves a free PPC audit, but columnist Pauline Jakober warns that your auditing agency needs to understand your business goals and context in order to provide you with valuable insights.
Beat high-cost paid search clicks by sweating the details
Paid search can be difficult in competitive industries where CPCs are higher than average, but columnist Pauline Jakober believes it's still possible to succeed with the right tactics.
Optimize your GDN accounts with more hidden gems
Looking for creative ways to optimize your Google Display Network (GDN) campaigns? Columnist Pauline Jakober has some suggestions for minor, overlooked optimizations that can move the needle.
Optimize your AdWords account with these hidden gems
Scanning your SEM accounts for ways to improve? Columnist Pauline Jakober believes that the slower summer months are the perfect time to work on optimizations you might not normally have time for.
5 common mistakes made by B2B paid search novices
Looking to incorporate paid search into your B2B marketing mix? Columnist Pauline Jakober provides some advice for starting off on the right foot.
4 reasons your PPC programs can fail
Are you your own greatest obstacle to paid search success? Columnist Pauline Jakober explains four ways you may be inadvertently setting your PPC campaigns up for failure.
Why the Google Search Network isn’t working for your B2B business
Many B2B organizations feel that PPC doesn't work for them, and some are right. But columnist Pauline Jakober urges these businesses to explore a few ideas before giving up on their paid search program.
What B2B marketing can teach you about PPC in higher education
Though universities are targeting individual consumers rather than businesses, columnist Pauline Jakober shows paid search efforts for these institutions often more closely resemble B2B than B2C.
What happens when Google pushes into branding and messaging?
As Google elbows its way further into PPC branding, columnist Pauline Jakober discusses the drawbacks of automating tasks that impact messaging and branding.
Dos and don’ts of PPC advertising for universities
For those in the higher education vertical, columnist Pauline Jakober provides tips for making the most of your paid search campaigns.
3 ways in-house do-it-yourselfers can prepare for PPC management
So, your boss just told you that managing PPC is being added to your list of responsibilities. What to do? Columnist Pauline Jakober offers tips on how to get up to speed.
PPC buyer beware: 3 seedy tactics agencies or consultants use to scare you into services
Wondering if an email or phone call from a PPC agency is legit? Columnist Pauline Jakober shares some tips for weeding out the scammers.
Why all search ads seem the same (and what you can do about it)
Want to create search ads that stand out from the crowd? Columnist Pauline Jakober explains how a thorough examination of your business and its customers can help you create original and engaging ads.
3 mysterious and scary ways AdWords budget creep can happen to you
Are you feeling spooked by a mysterious rise in ad spend? Columnist Pauline Jakober takes a look at what you can do in AdWords to solve the mystery.
Updating your SEM toolbox with new, shiny tools –- SMX East 2016
Ask any PPC professional the secret of their success, and they'll often point to tools that help them do their jobs better. Columnist Pauline Jakober recaps a session at SMX East where the best of these tools were discussed.
So we have 45 more characters in AdWords text ads… Now what?
Expanded text ads recently went live in AdWords, so what's the next step? Columnist Pauline Jakober explains how to strategically expand on your existing text ads when making the transition.
3 common mistakes made in do-it-yourself PPC
Trying to manage your business's paid search advertising on your own? Columnist Pauline Jakober outlines some common pitfalls to avoid.
12 things successful PPC managers do in the morning
How can you ensure success for your PPC campaigns? Columnist Pauline Jakober believes it's all about learning good habits and describes her agency's daily morning routine.
PPC skeptics: Are you one of these 6 types?
You may have your reasons for being unsure about paid search advertising, but columnist Pauline Jakober hopes to rid you of your skepticism.
The Ultimate AdWords Extension Quiz
Think you're a pro when it comes to AdWords Extensions? Prove it! This 20-question quiz by columnist Pauline Jakober will put your knowledge to the test.
5 dos and don’ts of managing a new international PPC account
Never managed an international PPC account before? Columnist Pauline Jakober provides tips and advice on how to handle this new challenge.
Show Me The Money: Following The PPC Keywords That Make Dollars & Sense
Structuring campaigns based on personas is effective, but what happens when keyword overlap dilutes your messaging? Columnist Pauline Jakober shares a case study showing how thoughtful reorganization based on money-making keywords can have a huge impact on revenue.
PPC Blunders: Downright Dirty, Inexperienced Or Overwhelmed?
Have you ever inherited a PPC account so poorly managed it made you scratch your head in confusion? Columnist Pauline Jakober shares her stories and tries to guess the underlying motive.
3 PPC Trends And Tactics You Can’t Ignore In 2016
Columnist Pauline Jakober discusses what she believes will be big in paid search in 2016, with a look back at some of this past year's biggest developments.
Avoid Hurdles When Working With Multiple Agencies
Columnist Pauline Jakober discusses how to work through common issues that arise when clients employ multiple agencies.
Ad Blocking: Where Do We Go From Here? A PPC Agency View
The recent debate around ad blocking, sparked by the release of Apple's iOS 9, shows the need for a renewed focus on the mobile user experience with ads. Columnist and agency owner Pauline Jakober weighs in.