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.
Heard from Google, the biggest trends impacting PPC are privacy and automation
The bottom line on privacy is that user trust and business data involving customers must be shared with care as third-party tools gain...
Here’s how e-commerce stores can sell smarter on YouTube, Facebook and Amazon
SMX Advanced speakers Joe Martinez of Clix, Susan Wenograd of AimClear and Danielle Waller of Merkle offer helpful tips for anyone selling...
E-commerce brands: Track spend efficiency with this Google Ads Script
The script pulls keywords from your account and their respective ROAS, which you...
Are your DSAs really outperforming standard ads? Find out with this ad copy length performance analysis script
Here's a script that pulls a report on ad performance based on copy...
When to switch to standard delivery in Google Ads (hint: you should have switched yesterday)
Long thought to be an easy, one-click optimization, accelerated delivery might be doing more harm than good (if it’s doing anything at all)....
PPC and machine learning: Where do we draw the line on automation?
During SMX Advanced, Frederick Vallaeys and Brad Geddes examine automation and need to understand the potential impact of unintended...
Today’s customer decision journey is so complex but AI can help
Consumers jump between devices and online/offline activity and we need to keep up with creating personalized...
Automation layering: How PPC pros retain control when automation takes over
By replacing the manual work done by the PPC expert with an automation that follows their logic, PPC teams can still have more control over...
SMX Overtime: When to use automation to improve account performance
PPC expert Duane Brown answers questions from SMX Advanced about what works, and what doesn't, in smart shopping campaigns, automated bidding...
Build your PPC campaigns with this mini campaign builder script for Google Ads
This script lets you build or add keywords to your Google campaigns following standard best...
Here’s how you align marketing strategy with your customer’s journey
SMX Advanced presenters Amy Bishop and Michelle Morgan outline tactics for paid media channels to effectively guide users from discovery to...
Decompose your ads, not your brand
It's time to rethink the way brand assets are put together because now we have less control over dynamic ad formats in the final...
3 key tenets of successful full funnel search
Recognizing when you need to push upper, middle or bottom activity with your campaigns is fundamental to a full funnel search...
Track your ad tests at scale with this advanced AdWords script
Here's a script to allow you to quickly see a topline summary of all split tests running within your...
Answers to common questions about YouTube Ads
Here are some tips on how to structure your video campaigns, measure performance and get in front of the right...
4 website actions you can track with Google Tag Manager
There are limitless actions you can track to improve data gathering. Here is a step-by-step guide with website actions important to digital...
3 conversations to have when testing low volume ad accounts
Testing in low volume ad accounts takes time, and there are three conversations crucial to setting expectations with key...
What clients expect from their PPC agency
Keep clients happy with in-person meetings and short, frequent check-ins. It is as critical to a healthy relationship as delivering the numbers...
Why has paid search been pigeonholed to the bottom of the funnel?
To grow your total business impact from SEM you'll need to invest in upper funnel tactics to drive more consumers into your...
Reimagining the marketing funnel for the disrupted customer experience
To optimize for conversions, create reports based on segments, optimize landing pages and don’t assume visitors will follow a predetermined...