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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.

  • Latest

2021 resolutions: 5 tips for your Google Ads campaigns

What if your 2021 resolution was to stop wasting your Google Ads budget and start improving the profitability of your...

Sponsored Content: SEISO | Jan 5, 2021 at 7:00 am ET

SMX Overtime: Eternal testing, the key to Facebook Ads success

SMX speaker Amy Bishop shares insights on Facebook's learning curve and testing strategies....

Amy Bishop | Dec 21, 2020 at 11:11 am ET

RSAs vs ETAs, how, when, and why PPC experts use them

An analysis of more than 5,600 Google Ads accounts....

Frederick Vallaeys | Dec 14, 2020 at 8:00 am ET

 

How DuckDuckGo (and Microsoft) benefit from Google’s sprawling advertising business

Smaller search engines are able to monetize their results with Google’s advertiser base to reach searchers on those properties with as few...

Andy Taylor | Nov 23, 2020 at 12:49 pm ET

Using auction insights for better PPC competitor analysis

Here's how Google and Microsoft auction insights can help you identify core competitors and track their bidding activities month by...

Tim Jensen | Nov 6, 2020 at 9:14 am ET

Proactively building negative keyword lists in Google Ads is now more important than ever

Google appears to be pushing for the premature rollout of automated features to further develop its machine learning (at the expense of the...

Eliot Shiner | Oct 21, 2020 at 2:02 pm ET

Google Smart Shopping Campaigns: Everything you need to know to get started

If you're new to SSCs, the main value prop is to combine Shopping and Display into a single campaign, in addition to simplifying the creation...

Manuel Vilella Salcedo | Oct 12, 2020 at 1:55 pm ET

Solving an age-old SEO-PPC issue: How to bid on your brand name based on incrementality

There are 4 steps to evaluate your investment of branded keywords - judge performance then segment and calculate incrementality and adjust your...

Marcel Smal | Oct 2, 2020 at 8:00 am ET

Is Amazon about to eat Google’s lunch?

The e-commerce giant’s DSP is capturing more budgets and accelerating over the course of the...

Andrew Waber | Sep 25, 2020 at 8:30 am ET

This decade’s most important marketing question: What data rights do advertisers possess?

Google's move to reduce advertisers' visibility into search terms reporting raises big questions about data access in the age of automation....

Kirk Williams | Sep 17, 2020 at 8:58 am ET

How much does Google’s new search term filtering affect ad spend transparency? Here’s how to find out

This script will show you the daily percentage of clicks going to search terms that Google doesn't...

Frederick Vallaeys | Sep 16, 2020 at 10:20 am ET

Back to school looks very different this year

For back to school season, know that virtual and online schooling is top of mind, and parents are leveraging search to know and do...

Christi Olson | Aug 26, 2020 at 8:00 am ET

2020 Google paid search trends that have nothing to do with the pandemic

With close variant taking the place of broad match, limiting keywords isn't enough for keeping query-to-keyword matches...

Andy Taylor | Aug 25, 2020 at 8:00 am ET

5 tips for starting international PPC

Be ready to watch for nuances of your targeted regions and adapt your strategy on a regional basis as you begin to track...

Tim Jensen | Jul 31, 2020 at 8:00 am ET

The importance of valuing latent orders to successful Amazon Sponsored Products management

Advertisers must consider the lag time between ad click and conversion as well as historic performance around key days to estimate...

Andy Taylor | Jul 24, 2020 at 8:00 am ET

How and where to fight for your marketing budget

While many businesses should consider reduced top-of-funnel ad spend, very few should abandon it altogether. You'll want to ensure you are in a...

Adam Edwards | Jul 22, 2020 at 10:24 am ET

Is your business ready to start using LinkedIn Ads?

For most, LinkedIn Ads works best if you focus on getting people into your funnel -- not on getting them to buy...

Jacob Baadsgaard | Jun 26, 2020 at 8:00 am ET

Here’s how to use the new Microsoft Ads Audience Network Planner

You can expand your reach beyond your Audience Ads campaigns by uncovering more data with the new audience...

Joe Martinez | Jun 18, 2020 at 8:00 am ET

Life after Google Shopping: Don’t be a one-trick pony

No brand grows at scale on one ad platform so you need to look for opportunities beyond Google Shopping. Here are some options to...

Duane Brown | Jun 11, 2020 at 7:00 am ET

4 things we learned about automated bidding during the pandemic

Smart bidding adapts to changes with reduced budgets, which is better than pausing campaigns, but beware of high impression share with automated...

Frederick Vallaeys | Jun 9, 2020 at 2:50 pm ET
  • Previous Articles »
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