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.
Paid search missed opportunities: Here’s a checklist to stay on track
Companies of all sizes make similar mistakes so it's important to focus on tracking all marketing initiatives and paying attention to core...
Amazon product ads evolution: A harbinger of Amazon local advertising?
Whether or not you sell products on Amazon, understanding how the company is evolving its advertising products should be on your...
Google keyword match type tournament: Place your bets on Exact
The latest exact match update from Google looks promising for search marketers hoping to capture more relevant traffic but hesitant to switch...
TrueView for Shopping: The perfect marriage of awareness and direct response
To get the most out of a single video for a campaign, pair it up with a custom label that constantly refreshes and excludes the proper...
Navigating Showcase Shopping Ads this holiday season
Recent updates have made Showcase ads appear for more specific queries while the addition of video is giving retailers a new, visual way to...
Paid search trends to watch for the 2018 holiday shopping season
Shopping, local searches and audience optimizations are three of the biggest considerations to keep in...
State of the Google Shopping auction heading into the 2018 holiday season
The paid search results of the upcoming holiday season will be heavily dependent on Google Shopping performance for many retailers. But how will...
Product listing ads, digital co-op and the $13 billion opportunity
By joining forces with brands, retailers making a PLA co-op spend can bid more aggressively and expand their profile where it...
4 new search metrics in Google Ads to give you what you really wanted out of average position
Average position is an often-used, often-misunderstood metric. Contributor and Googler Matt Lawson talks through what Google’s new metrics do...
Can you trust website design best practices?
You have to test every proposed change to your website to see what actually works for your business and your audience. Without good testing,...
When exact match isn’t exact anymore: A script to regain control
Contributor Daniel Gilbert shares a script to exactly manage which keywords to bid on and where they...
Improve paid search results through routine, scheduled maintenance
Just as you schedule campaigns, creating a cadence to evaluate channel strategies is vital to improving paid search...
PPC toolkit expands with Bing Ads Scripts’ cross-account operations
Columnist Frederick Vallaeys offers code samples for sending email and creating virtual labels with JSON to fill in some missing...
3 differences between Bing Ads Scripts and Google Scripts you need to know
There are key differences in functionality but an automatic 'search and replace' edit feature is a time-saver with the new Scripts...
How to navigate Amazon’s sponsored brand ads updates
How have Amazon's changes to sponsored brand ads affected performance, and how should marketers adjust their strategies? Read on to find out....
Implementing full-scale cross-channel attribution for enterprise companies
Attribution: it's worth the trouble. Here are your options and everything you should consider when making this big decision....
Loose match types, bid-caching, and getting what you pay for in digital marketing
When a lack of advertiser control -- whatever the platform's motives -- results in unintended purchases, trust inevitably erodes....
Manage your match types with this structure checker Google Ads script
If you run parallel campaigns with different match types, this script will help you automate your organization to ensure nothing slips through...
If you’re not using Remarketing Lists and Similar Audiences for Search, you’re leaving money on the table
Tapping into Similar Audiences in conjunction with RLSA can be a recipe for success for retail marketers. Here's how....
Google is right; click-through and conversion rates kinda don’t matter
Say what? Turns out you may be focusing on the wrong things if you're fixated on click-through and conversion rates. Here are a number of...