How To: PPC
To learn more about paid search and search advertising, also see our What Is CPC, PPC & Paid Search Marketing? page.
Expert testing strategies for both low and high volume PPC accounts
Testing takes strategy no matter the account size, but low and high volume accounts have different needs. Amalia Fowler and Aaron Levy discussed...
Tips to be more productive in Google Ads, Bing Ads interfaces
Julie Friedman Bacchini and Ted Ives shared their advice at SMX...
How keyword match types work after the new close match variants change
Here's a free Google Ads script that delivers a detailed report on the impact of Google's inclusion of "same meaning" queries in exact match...
Avoid the 8 most common pitfalls of automated bidding
With more and more PPC tasks becoming automated, it’s important to understand the limitations of automation. Here are eight of the most common...
How to use IF functions to speak to different audiences
If you have several remarketing audiences created, contributor Joe Martinez explains how to use IF functions to advertise to each user group...
How to create the perfect ad with audience targeting
Reaching specific types of consumers throughout their purchase journeys is a challenge, but contributor Christi Olson shows us how to capture...
The growing importance of remarketing audiences in Google paid search management
With the explosive growth of click share coming from remarketing audiences, contributor Andy Taylor feels it’s important to consider both...
How to take advantage of strategic PPC audience targeting
Contributor Amy Bishop shows us how to use audiences within paid search campaigns to target and convert prospects more...
6 AdWords strategies businesses can use to make love, not war on Valentine’s Day
Give the gift of Adwords love this Valentine's Day by using these six tactics from Contributor Todd Saunders to boost your PPC...
Supercharge your email marketing with Google AdWords
Columnist Todd Saunders explains how to use AdWords Customer Match to nurture your email marketing leads at various stages in the...
The nitty-gritty paid search account health check: Part 2
In Part 2 of her two-part series, columnist Amy Bishop continues sharing tips that will help you uncover optimization opportunities within your...
The nitty-gritty paid search account health check: Part 1
Whether you're taking on a new account or reviewing one you've already been managing, columnist Amy Bishop's tips will help you uncover...
The PPC challenge of selling manufacturing capability vs. stock products
Google AdWords is a powerful advertising platform, but it can be tricky for companies whose products and services aren't so clearly defined....
5 non-traditional skills to look for in a PPC account manager
You may not expect an aspiring PPC marketer to know HTML5 or JavaScript, but contributor Todd Saunders argues that these skills -- among others...
Developing YOUR audience targeting strategy
Columnist Christi Olson digs into how remarketing can be used create, shape and target the most important online audience in the world:...
How to test (and perfect) nearly everything in PPC
Columnist Andreas Reiffen adapts his talk from SMX London 2017 into a handy "how-to" for search marketers looking to improve ad performance...
Beginners’ guide to Bing Ads management
Considering advertising on Bing but not sure where to start? Columnist John Lincoln provides a handy guide for PPC newbies looking to get...
Keyword tiering: A systematic way to juggle your AdWords priorities
Columnist Jacob Baadsgaard explains how assigning paid search keywords into different tiers based on performance allows search marketers to...
7 tips for small manufacturers thinking about using AdWords
New to AdWords? Feeling intimidated? In this helpful how-to, columnist Dianna Huff explains how to start small with AdWords so that you can be...
Should you create device-specific PPC campaigns?
Columnist Aaron Levy, a big advocate of PPC segmentation, discusses the pros and cons of device-specific AdWords campaigns and shares tips on...