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.
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...
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...
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...
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...
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....
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...
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...
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...
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...
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...
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...
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...