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.
Using insights to find new audiences to test for awareness campaigns
Learn how to test new audience combinations with the Audience Insights tool in Google Ads Audience...
Where Google got more inventory to show Responsive Search Ads ads may surprise you
RSAs use machine learning to match the best ad variation with each search using data from ad performance segmented by query. To get this data,...
Regression analysis to improve Google Ads performance
Using advanced techniques to make better predictions can help you stand out. Here's a step-by-step guide to learning how to do a regression...
Google Shopping Actions vs. Google Shopping: A real-world case study
This non-Google case study on Shopping Actions examines what happens when exposing GSA ads for low funnel searches and PLA ads for high funnel...
How retailers can survive Amazon’s stronghold in Google search
Keep Amazon’s impression share in perspective because it shouldn’t directly drive strategy, but rather provide context around the advertiser...
The future of search engine marketing is full funnel
A search click is not just a click. It’s a consumer on a purchase...
Stop running out of budget with this Google Ads script
This script takes preventative measures when you're on a limited budget to avoid letting Google spend more of your daily budget than you...
Google Merchant Center to deliver real-time search results
The information in Shopping Ads is now available to all retailers (free of cost) and can be submitted directly to Google in real-time, not just...
3 ways to lower your Amazon advertising ACoS
Negative keywords play a key role in keeping your ACoS low with Amazon’s advertising platforms. Isolating search terms and optimizing your...
Google’s next chapter for metrics to focus on clarity once ‘average position’ is removed
Fred Vallaeys explains why advertisers need to rethink bidding strategies and position metrics now that Google has announced it will sunset one...
Maximize Facebook performance by leveraging the algorithm
A successful Facebook campaign structure is based on objective, budget and target audience, which was explained in detail by Michelle Morgan...
Think like a search marketer to drive growth with YouTube
Custom intent audiences help reach people who have recently searched for your keywords. Contributor and Googler Matt Lawson runs through how you...
Building a competitor analysis is a process, not a single event
During SMX West, Andrew Ramm and Sean Murphy outlined strategies to stay ahead of the...
Advanced YouTube tactics: Create custom audiences to pursue, and watch that fine print
In this SMX West session, Joe Martinez shared YouTube ad tactics and advice about targeting: Be leery of default settings and avoid copy and...
Using automation to boost PPC performance
Learn how automating bid management, scripts, error checking, reporting and ad copy can help marketers harness the power of automation to...
Here’s how to use advanced audience tactics in Google and Bing
At SMX West, Christi Olson and Brooke Osmundson covered a variety of ways PPC marketers can use audiences in Bing and Google to improve campaign...
Here’s a new script to find the best text for new ads using an n-gram analysis
This script analyzes the performance of commonly found word sequences to deliver additional insights about historical ad...
Death of the keyword: What it is (and is not) for retail
Are keywords dead, or slowly dying? Columnist Andy Taylor believes that's up to Google as it controls keeping keyword negatives...
Reboot your text ads with this toolkit evaluation
During SMX West, Sean Murphy and Mark Irvine offered insights and best practices on how to customize ad experiences that work best for...
Manufacturer center initiatives are a promising start for 2019 Google updates
New features give manufacturers valuable search query and competitor insights, as well as new product information to highlight in Google...