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.
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...
Parallel tracking offers a page-speed improvement for AdWords advertisers
Contributor Frederick Vallaeys urges advertisers to adopt the feature now, before it's required, especially if you're working with mobile...
Hidden PPC traffic killers
Is your PPC program behaving badly and blocking out perfectly acceptable traffic? Contributor Andrew Goodman looks at five ways to relax an...
Beating remarketing addiction and testing for incremental value using Google Analytics
Trying to kick remarketing ads? Contributor Andreas Reiffen discusses why you may be addicted to them and explains how KPIs directly aligned...
Pause underperforming ads with this updated AdWords script
If you are running tests on your ads but don't know how to interpret the results, contributor Daniel Gilbert has an updated AdWords script to...
Improving e-commerce text ads with ad customizer data feeds
No more keyword-stuffed ad copy, please, says contributor Joe Martinez. Instead, use ad customizers to update feeds and shift your focus to...
Improve paid search lead-gen with cohort analysis
Adopting cohort analyses is a powerful means to assess trends, retention and path to purchase. Contributor Megan Taggart explains how to...
Stay sharp and relevant with ongoing PPC training
Contributor Jeff Baum recommends ongoing technical and soft skills training for your PPC...
Search in Pics: Google’s Greatest Talent show, a human-sized bird cage & Google’s Emmy
In this week’s Search In Pictures, here are the latest images culled from the web, showing what people eat at the search engine companies,...
Look Ma, no keywords! Phrase-free AdWords campaigns are here
Contributor Andy Taylor discusses Google's new Local Search Ads Experiment in AdWords, which uses address and location categories in lieu of...
Intent-based keyword research: Let Google be your guide
Contributor Jacob Baadsgaard takes a look at why intent is an important part of keyword research and explains how to use Google to guide your...
How to use good ol’ PPC to support fun and creative branded content
Contributor Kevin Lee looks at creative synergies and the power of collaboration to increase the efficiency of branded content using PPC...
So many paid search campaigns, so little time. Here’s how to stay ahead of it all.
Saving time and money are top priorities for most search marketers, Contributor Christi Olson has five tips plus a bonus to help save time and...
Are your ads pointing to the right domain? Here’s a script to find out.
KA-POW! Contributor Daniel Gilbert has a 'super' helpful script that will make you look like a PPC superhero by verifying your ads are linking...
Power up your B2B remarketing campaigns with 4 killer tricks
Contributor Todd Saunders explores four types of Google AdWords remarketing campaigns targeted toward the B2B marketplace that will build brand,...
How to outdo the PPC robots in shopping ads
Contributor Frederick Vallaeys isn't ready for Skynet to manage his PPC campaigns just yet and shares seven ways account managers can use their...
No search volume? No problem! 3 ways to improve low-traffic AdWords campaigns
Contributor Jacob Baadsgaard thinks you need to get scrappy and find ways to make the most of traffic you have access to instead of trying to...
Bing Ads brand CPC taking the elevator — up
Looking for options to hold down brand CPC on Bing Ads? Contributor Andy Taylor shares strategies for those programs observing significant...
To make every conversion count, count every conversion
Measuring conversions is critically important in digital marketing. Columnist and Googler Matt Lawson explains why sitewide tagging is crucial...
