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.
Setting up a Microsoft Audience ads campaign
LinkedIn profile targeting is really what separates this native ad platform from the rest, which makes this channel a must-try for B2B...
SMX Overtime: How to manage and optimize B2B accounts
PPC pro and SMX speaker Tim Jensen offers guidance on the effectiveness of specific channels for a B2B audience and types of assets to focus on...
How B2B companies can be proactive about managing paid media during COVID-19
To navigate this changing landscape, make sure your brand continues to deliver value while building a pipeline for the future that isn't tone...
Advanced Google Ads script removes locations from keywords
This script automates the removal of individual locations from keywords at-scale within Google...
The data behind incrementality on Amazon
The key to driving incremental sales combines segmented bidding strategies, contextualizing ACoS metrics and proper campaign...
Will RSAs help or hurt your account? This script will help you figure it out
The best way to determine the effect of an automation like RSAs is to test them with a Campaign Experiment, a feature available in both Google...
Doing a Google import into Microsoft Ads? Here’s what you need to know
There are 4 key differences between the Google and Bing Ads so use this pre- and post-import checklist to make sure everything works...
The Mandalorian’s guide to the search galaxy: Evolving from SEM lone wolf to company leader
If you build a team that shares your commitment to quality, you can scale success in ways you can't do by yourself....
Competition forces retailers to rethink the role of branded, non-branded and trademark traffic
The saturated Google Ads landscape is forcing retailers to reconsider the value of traffic at every stage of the shopping journey, particularly...
Stop phrase and broad match modifier keywords from unnecessarily spending on close variants with this script
This script automatically applies phrase match negatives to your BMM and phrase match keywords to prevent them being triggered by close variant...
Paid search marketers can find success with top of funnel campaigns
The key to finding success with these type of campaigns is knowing when to leverage...
The importance of building brand awareness through Amazon advertising
Marketers should be looking at the brand-building potential across both display and search ads because Amazon is not just about direct response...
How to get client buy-in to try new PPC tactics
Walk into your conversation with a clear plan including budget, testing timeline and KPIs along with case studies and competitor information...
The digital marketing transformation led by Google and Amazon
It’s worth the time investment to consider how we can continue to evolve our advertising strategy along with the biggest...
Who’s winning on Amazon right now?
The winning advertisers understand how third-party sellers, algorithm-driven metrics and Prime work in the Amazon...
Beyond Google and Facebook advertising: 17 ad platforms you should try
Expanding your use of advertising platforms can help your campaigns reach target audiences not on traditional platforms through text, video and...
Google Ads’ Performance Planner can help predict performance across accounts
The new forecasting tool works with auction data, seasonality and recent history to help you decide how to allocate your budget across...
Stop paying for clicks when you’ve hit conversion capacity with this script
To prevent you paying for clicks you don’t want or need, this capacity controller Google Ads script will pause all ads in your...
SMX Overtime: When to use PPC automation (and when not to)
PPC expert Aaron Levy shares his insights about how to structure accounts to use automation effectively during a rountable discussion at SMX...
SMX Overtime: Broaden your reach with YouTube campaigns
Paid media expert and SMX speaker, Ashley Mo, talks bumper ads, video ad sequencing and driving qualified traffic from...