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Paid Search Column

Sign up for our daily recaps of the ever-changing search marketing landscape.

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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.

  • Latest

5 audiences you should exclude from your PPC campaigns

Negative audiences help reduce wasted spend and prevent shoppers from being retargeted with products too many...

Tim Jensen | Dec 2, 2019 at 3:17 pm ET

Back to basics: Understanding your paid search metrics

Learn how to interpret what’s happening in your paid search account with your traffic, conversions and sales...

Jacob Baadsgaard | Nov 27, 2019 at 1:35 pm ET

Getting the most out of limited YouTube creative during the holiday season

Even if your creative is limited, test different targets, review call-to-action extensions and refresh your product selections for TrueView for...

Joe Martinez | Nov 25, 2019 at 9:29 am ET

 

How to make a holiday shopping campaign for low budget accounts

The unique constraints that small businesses face is why planning, knowing what you’re measuring and being intentional with your budget are so...

Amalia Fowler | Nov 22, 2019 at 2:37 pm ET

Paid search trends to watch for the 2019 holiday shopping season

Maps will play a larger role for retailers with physical stores and while Google Shopping will likely be the star, Amazon is poised to play the...

Andy Taylor | Nov 22, 2019 at 8:00 am ET

Pause out of stock products with this Google Ads Script

Just in time for holiday shopping season, this script runs hourly and automatically pauses product ads that are out of stock on Shopify....

Wesley Parker | Nov 21, 2019 at 11:30 am ET

Digital advertising is not the dot com bubble, improper attribution is

The real problem in paid search right now is our belief that we can track...

Kirk Williams | Nov 20, 2019 at 8:00 am ET

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...

Daniel Gilbert | Nov 14, 2019 at 8:44 am ET

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...

Duane Brown | Nov 7, 2019 at 8:38 am ET

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...

Anna Blanken | Nov 6, 2019 at 7:00 am ET

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...

Brooke Osmundson | Nov 4, 2019 at 1:29 pm ET

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....

Joe Martinez | Oct 29, 2019 at 2:50 pm ET

Build a sound foundation to scale your Facebook campaigns

SMX East speaker Zenia Johnson outlines two top priorities for Facebook CBO: account structure and...

Zenia Johnson | Oct 29, 2019 at 2:05 pm ET

Conditional ads – customized ads made easy

A new approach combines the benefits of feed-based customization with the simplicity of IF...

Martin Röttgerding | Oct 23, 2019 at 3:05 pm ET

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...

Anders Hjorth | Oct 22, 2019 at 3:16 pm ET

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...

Frederick Vallaeys | Oct 18, 2019 at 10:56 am ET

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...

Wesley Parker | Oct 17, 2019 at 1:17 pm ET

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...

Matt Lawson | Oct 16, 2019 at 1:26 pm ET

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...

Andrew Waber | Oct 11, 2019 at 2:41 pm ET

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...

Daniel Gilbert | Oct 11, 2019 at 12:13 pm ET
  • Previous Articles »

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