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.
Here’s a new script to find the best text for new ads using an n-gram analysis
This script analyzes the performance of commonly found word sequences to deliver additional insights about historical ad...
Death of the keyword: What it is (and is not) for retail
Are keywords dead, or slowly dying? Columnist Andy Taylor believes that's up to Google as it controls keeping keyword negatives...
Reboot your text ads with this toolkit evaluation
During SMX West, Sean Murphy and Mark Irvine offered insights and best practices on how to customize ad experiences that work best for...
Manufacturer center initiatives are a promising start for 2019 Google updates
New features give manufacturers valuable search query and competitor insights, as well as new product information to highlight in Google...
Pixel problems: Troubleshooting your paid media tracking implementation
Here are tips to avoid tracking problems with GoogleAds and BingAds by carefully managing tags and also learn to identify solutions for some...
Save your grant account from suspension with this script
Columnist Daniel Gilbert shares a script to help you identify negative phrases to improve CTR and QS for grant accounts at risk of...
Amazon advertising attribution: Here’s how it works
There are three dashboards on Amazon and each one tracks attribution differently. Here's what you need to know about Seller Central, Advertising...
Fighting brand fatigue through A/B testing
Here's how an e-commerce business tested different ad copy and images on Facebook to lower their CPA by 70 percent over three...
Bing Ads 2018 recap and insights for search marketers in the year ahead
Columnist Christi Olson explains updates to Bing Ads scripts, multi-language targeting and Google Imports to stay up to date on both...
Amazon had a record-breaking holiday season, here’s how advertisers managed it
The holiday season brought improved Sponsored Brand ad copy approval times but policy enforcement was fairly inconsistent. However, new feature...
Get more conversions by deconstructing your PPC ads
Columnist Frederick Vallaeys shares a new Google Ads script that will reveal what parts of your ads are worth keeping and which to...
A quick and dirty guide to winning with Gmail ads
In comparison with other ad placements, Gmail ads are less competitive and can help build brand awareness from within a potential customer’s...
Learn how one startup doubled CPL and saved money
In this case study, a focus on keywords and cleaning up data to better understand CRO led to a 55 percent decrease in purchase CPA and larger...
How are your YouTube campaigns performing on TV screens?
Monitoring performance and making adjustments when necessary is important to do now, as the TV screen device type will be...
Shopping ads for the small budget: Here’s what to expect in 2019
This year may (finally) see the end of feeds, but we can also expect an increasing adoption of smart shopping campaigns and more advanced...
‘Hey Alexa, how do I get my product visible in Amazon search in 2019?’
Implementing a hybrid approach to your Amazon marketing strategy for both paid and organic optimizations will ensure visibility across results...
Google Shopping is largest growth opportunity for most online retailers in 2019
Brands need to invest resources into feed management and utilize format variations to ensure they appear in as many relevant queries as...
Year in Review: Top 10 expert PPC columns of 2018
Here's a roundup of the most read paid search columns this...
Automate your in-market audience bidding with this Google Ads script
Columnist Daniel Gilbert shares a script that automatically applies bid modifiers to in-market audiences based on their...
Remarketing tactics can mitigate post-holiday waste, here’s how
Upcycling traffic for other holidays and nurturing one-time buyers into loyalists are among the ways to recycle audiences for future...