A lot has been said about how to best structure search and shopping campaigns, but what about remarketing campaigns? Columnist Susan Waldes discusses her formula for successful remarketing campaign structure.
Columnist Susan Waldes dives into the new Report Editor in AdWords and explores the new data points available to AdWords advertisers.
How can you unlock the full potential of Remarketing Lists for Search Ads? Columnist Susan Waldes says the key is to consider audience intent.
Not familiar with Gmail Ads? Columnist Susan Waldes has the scoop on the ad type formerly known as "Gmail Sponsored Promotions."
Broad match has gotten a bit of a bad rap over the years, but columnist Susan Waldes explains why it could -- or at least, should -- be making a comeback.
Summer is a slow season in many industries -- which makes it the perfect time to review your PPC accounts and conduct some experiments, according to columnist Susan Waldes.
Let's face it -- some of your website visitors just aren't interested in what you have to offer. Columnist Susan Waldes has some tips on how to stop spending money on people who will never buy from you.
Google has begun rolling out its new Report Editor to AdWords accounts, but very few advertisers have access to this feature yet. Luckily, columnist Susan Waldes is among them and has decided to share her findings here!
GSPs are now available to all advertisers. Columnist Susan Waldes has been there since the beta launch two years ago and shares her hard-won best practices.
AdWords has made many improvements to its conversion tracking capabilities in recent years, but columnist Susan Waldes notes that many businesses have been reluctant to catch up.
The time has come for brands to have a mobile paid search strategy in place. Columnist Susan Waldes suggests that businesses begin with tiny steps.
This was a huge year for AdWords changes. There has been ample attention given to many of the flashier new feature releases in 2014. There have also been many small changes that barely got a mention; many of those smaller, under-hyped updates were related to Google Display Network (GDN) targeting. Not a single change to GDN in 2014 was […]
Every paid search marketer has their “pet” reports. Some are obsessed with quality score, others with queries, and some chase sheer numbers of active keywords. Over the years, I’ve developed a set of “go to” reports where I always find meaningful insights and account improvements. You probably already know what some of them are — […]
SEM no longer lives in a vacuum, Columnist Susan Waldes argues. Do you have the resources to thrive in an increasingly complex future?
Google has been steadily cracking down on sites with poor quality content, both on the organic and the paid side. So why does Ask.com continue to get away with it, and what's it getting out of the relationship?
Ignore smartphone and tablet users at your own peril. Columnist Susan Waldes shares the good, the bad, and the ugly of user experience with mobile search ads.
Everybody loves the long-tail and diversified PPC accounts. However, sometimes these ideals just aren’t possible. Some accounts inherently have only a short tail. This applies heavily to lead gen advertisers that measure post-lead activity to determine actual profitability. Are the insurance quote requests turning into policies? Are the edu inquiries turning into students? Are the mortgage […]
Are you seeing depressing plateaus, or even declines, in your year-over-year conversion numbers? The fact is that a huge portion of search activity is moving to mobile. Soon, mobile activity will account for over 50% of searches. The problem is that the mobile conversions don’t follow the mobile searches. For many SEM accounts, this means […]
When I speak about Enhanced Campaigns, I invariably get an audience question like this: “How can I create single-device campaigns? I know it’s possible somehow, tell me how!” I recently figured out the answer. Why The Need For Single-Device Campaigns? I am not usually a proponent of AdWords workarounds. I typically encourage businesses to work […]
Last week saw a flurry of speculation on the future of Google+ after the head of Google+, Vic Gundotra, announced his departure. The question raised most often is whether Google+ is going away. Although some are reporting that G+ will kill the product side, the platform (in terms of data collection and unique user sign-ins) […]
Google’s gearing up for a big announcement on April 22. The last time Google truly lowered the boom, we got Enhanced Campaigns, which have radically changed the SEM landscape. Let’s take a look at where Enhanced Campaigns have led us and what might be coming next. Enhanced Campaigns Have Changed Your World – But Not […]