Paid Search Column
Paid Search looks at search advertising programs and how to most effectively use them. Columnists cover topics such as bid management, managing multiple campaigns, search ad copy tips and landing page quality issues and other subjects.
Tired of manually checking for Google Merchant Center disapprovals? This script has you covered
This script emails you when the percentage of disapproved products in your feed has exceeded the limit you’ve set it, saving you the time and...
Let’s kill the hourly rate: We are leaving money on the table
Creating a win-win partnership for agencies and clients depends on the understanding that marketing is an investment center, not a cost...
Soapbox: Why I’m so glad Google ended our relationship with Average Position
It was not a reliable indicator of how well ads were positioned and even more important, we shouldn’t rely on a single metric to make...
Tell your brand’s story through video ad sequencing
SMX East speaker Brooke Osmundson explains how brands can use a series of videos – in a specific sequence you define – to engage audience on...
Are TrueView video discovery ads the better option for your brand?
Discovery ads require a strategy for a different type of use-case that can be helpful to your business goals. Here's when it works....
Build a sound foundation to scale your Facebook campaigns
SMX East speaker Zenia Johnson outlines two top priorities for Facebook CBO: account structure and...
Conditional ads – customized ads made easy
A new approach combines the benefits of feed-based customization with the simplicity of IF...
SMX Overtime: Rise of the PPC geek
The PPC track at SMX Advanced Europe discussed entity harvesting, automation, audience targeting, "broadience" and the need for better technical...
PPC automation will disrupt your business, but automation layering will save the day
Using automations from Google is inevitable, so if you want more control, you can regain it by layering in your own...
Advanced Google Ads script to forecast ad performance
Putting projections together is tedious and time consuming but this advanced Google Ads script can create forecasts for you based on past...
11 tips for using Google Ads’ new audiences like a pro
Learn how to reach your ideal customer with Google Ads' new audience types for Search...
How advertising rates vary by category on Amazon
You need to gain a thorough understanding of search terms for Sponsored Products and Sponsored Brands from a volume and margin perspective to...
Are small errors like worldwide targeting draining your budget? This Google Ads script can help
The script emails you a customized report to flag issues with your chosen account settings, preventing potential Google Ads...
With loss of Yahoo and image search, Google Shopping search partner traffic nosedives
While it is a small fraction of Shopping traffic, the partner network can help advertisers currently excluding this traffic to grow moving...
Offense or defense: The secrets to bidding on brand terms on Amazon Advertising
Testing strategies to capture shoppers’ attention on a crowded shopping channel can have benefits beyond increasing paid conversions - it can...
Gift-giving shopping behavior from religious holidays to relationships and beyond
New research analyzes data and trends from last year's holiday season to bring you key insights to help you optimize your...
Small accounts and Responsive Search Ads – Adopt or not?
There can be a wide range of benefits to small accounts adopting RSAs if done...
Getting started with Google Tag Manager
Here's how you set up a GTM account, create your first tags and triggers, and use the platform to streamline your tracking setup...
Search query reports show a huge increase in Google close variant traffic
Here's a look at research based on the past year and how advertisers should think about close variants moving...
Here’s a script to spice up your Facebook demographics reporting
This script pulls a Facebook demographic report and generates a pyramid chart for age/gender performance...