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.
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...
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...
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...
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...
Facebook Marketplace is open for businesses selling new products
The Marketplace used to only be a C2C platform but now there is a major B2C opportunity for US...
Blogging for Shopify: A unique SEO approach
Shopify stores may need to create blog content to rank for keywords that seem strictly...
Amazon Posts: A feed-based shopping experience on Amazon
If your brand has social content created, adding Amazon Posts into the channel mix is an easy way to get some real estate with this new...
A script that detects anomalies at a local level
This script alerts advertisers when regional differences related to the coronavirus have an impact on your PPC...
Search insights and shifting consumer behaviors and trends during COVID-19
Here's a look at automotive and retail verticals to shed light on the search trends and shifts in consumer behavior happening right...
Microsoft Advertising UI: What’s new (so far)
Love it or hate it, the double sidebar makes context switching a lot easier as you move between ad accounts or from other search engines....
Pro Tip: How to overcome obstacles to try new PPC tactics
Think outside the box with past creatives that might still be applicable to plan ahead for the next fiscal...
A simple script to compare search behavior before – and during – COVID-19
How did the coronavirus crisis affect search behavior? This script helps to assess the...
5 reasons why your Facebook Ads campaigns are failing
To avoid pitfalls, take the time to test campaigns and find an adequately-sized audience to target....
Track how PPC performance changed when specific COVID-19 events took place
This Google Ads script overlays government actions related to the pandemic on Google Ads performance...
View and change all your budgets easily with this script
You can download and modify all your budgets across multiple Google Ads accounts in a single Google...
SMX Overtime: How to run effective top-of-funnel search campaigns
Paid search pro and SMX speaker Amy Bishop explains the various micro-conversion options and how to determine what's best for your...
Setting up a Microsoft Audience ads campaign
LinkedIn profile targeting is really what separates this native ad platform from the rest, which makes this channel a must-try for B2B...
SMX Overtime: How to manage and optimize B2B accounts
PPC pro and SMX speaker Tim Jensen offers guidance on the effectiveness of specific channels for a B2B audience and types of assets to focus on...
How B2B companies can be proactive about managing paid media during COVID-19
To navigate this changing landscape, make sure your brand continues to deliver value while building a pipeline for the future that isn't tone...
Advanced Google Ads script removes locations from keywords
This script automates the removal of individual locations from keywords at-scale within Google...