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.
15 questions to ask yourself before publishing a new landing page
Building landing pages? Contributor Jacob Baadsgaard has compiled a tried-and-true list of 15 questions to help guide you in creating and...
The Google expanded text ad CTR lift that never was
Contributor Andy Taylor shares his take on Google's expanded text ads (ETAs), drawing comparisons to the new responsive search ad (RSA)...
Forget me not: 3 steps to make your PPC ads more memorable
What makes text ads memorable? Contributor Purna Virji looks at ways to keep text ads fresh and top of mind by optimizing ad targeting and...
Structuring paid search campaigns: Segmentation vs. aggregation
Contributor Megan Taggart recommends regularly auditing paid search accounts to assess the need for segmentation or aggregation which will...
Expanded phrase match negatives: A script for misspellings
Can't spell? No problem, says contributor Daniel Gilbert. Here is a script that will boost your phrase negative keyword matching by finding the...
A look at the new Google Ads (AdWords) interface
Contributor Jeff Baum looks at the benefits of the new Google Ads reporting and automation...
PPC’s #fakenews: 9 ways bad numbers might look good
Did you know it’s super-easy to fake your way to seemingly good PPC performance? Contributor Andreas Reiffen shares multiple ways to arm...
Say goodbye to low Quality Score with this Google Ads script
Are low Quality Score keywords wasting your money? Contributor Daniel Gilbert shares a script to help you find where they are for a quick...
5 Things Google Ads can now do automatically
Contributor Frederick Vallaeys looks at automated tools in the platform formerly known as AdWords, outlines how 'smart' automation works and...
How to create the perfect ad with audience targeting
Reaching specific types of consumers throughout their purchase journeys is a challenge, but contributor Christi Olson shows us how to capture...
Conversion optimization: SMX advanced session recap
Contributor Keri Morgret recaps the 'Conversion Optimization: Turning Quick Wins Into Winning Streaks' session from SMX...
The growing importance of remarketing audiences in Google paid search management
With the explosive growth of click share coming from remarketing audiences, contributor Andy Taylor feels it’s important to consider both...
How to create an ROI-based management approach for paid search success
Contributor Megan Taggart explains how to incorporate a long-term ROI management approach strategy when inheriting, creating or optimizing a...
How to take advantage of strategic PPC audience targeting
Contributor Amy Bishop shows us how to use audiences within paid search campaigns to target and convert prospects more...
National ads, local results: Where should you be putting your money?
Discover which locations are your money-makers and focus on maximizing revenue, not exposure in unprofitable places, says contributor Jacob...
The Mad Scientists of Paid Search — SMX Advanced Session Recap
Honoring a long-standing SMX Advanced tradition, 3 mad scientists share test results and analyze trends to unlock the secrets of attribution and...
The basics of working with Amazon Marketing Services
Contributor Daniel Gilbert shares his insights on Amazon Marketing Services and how they stack up (or don't) against Google...
5 Google Optimize tests to take AdWords to the next level
Recently, Google released new ways to connect landing page tests to AdWords using Google Optimize. Columnist and Googler Matt Lawson runs down...
The status of Google’s presence in Google Shopping Auctions
Google has long been visible in these auctions, not only through Express but also Play and Store. Contributor Andy Taylor evaluates its...
Improving PPC relevance with ZIP code-based geotargeting
Contributor Amanda Krause explains how to utilize ZIP code targeting to improve ad relevance and conversion rate for multilocation paid...
