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.
Search query reports show a huge increase in Google close variant traffic
Here's a look at research based on the past year and how advertisers should think about close variants moving...
Here’s a script to spice up your Facebook demographics reporting
This script pulls a Facebook demographic report and generates a pyramid chart for age/gender performance...
A script to create a Google Ads Experiments dashboard
This script generates a dashboard with a comprehensive view of experiments across My Client...
We audited Google Ad recommendations: What we learned will surprise you
The analysis revealed adding sitelinks to ads and replacing trademark terms can help but optimization scores of ad copy might not. In the end, a...
3 Trends from Prime Day 2019 to guide your Black Friday and Cyber Monday Amazon strategy
Sellers focusing budget and discount efforts on specific, strategic product lines, rather than an entire catalog, are likely to see the biggest...
How brick-and-mortar retailers can succeed on Amazon
Retailers need to view Amazon as a platform to not only sell more products but to build reputations as...
Never go over budget again with this advanced Google Ads Script
Here's an advanced budget tracking script so you can track media spend with alerts when you get close to...
Are SKAGs dead after Google’s latest match type changes?
PPC pros can now leverage new ad formats like RSAs to further boost auction-time relevance....
Product launches: Getting assets ready and knowing your target audience
The important work should go into understanding who you will target with your marketing message and make sure you have the right marketing...
Compare and monitor performance of manual and Smart Bidding strategies with this script
This script helps you monitor performance to make informed decisions about what's working in Google...
Nail your home improvement search marketing strategy
Here are some ways home improvement brands can engage both consumers and professionals to maximize...
How to use Amazon advertising’s dynamic bidding feature
Dynamic bidding gives more control of how and where you place your advertisements, enabling you to be more granular with your PPC...
How YouTube can help your non-video campaigns in Google Ads
Here's how you can boost campaigns with video in lightbox ads, display, universal apps and...
Demystifying visibility metrics in Google Ads
Here are six metrics to help advertisers determine how often - and where in the SERPs - ads are showing up to help identify maximize growth...
Prime Day halo effect and 6 other trends to watch for back-to-school search marketing
Here are some results of Prime Day’s impact in the Google search channel, what they mean for the coming weeks and other major trends on the...
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)....