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.
A quick and dirty guide to winning with Gmail ads
In comparison with other ad placements, Gmail ads are less competitive and can help build brand awareness from within a potential customer’s...
Learn how one startup doubled CPL and saved money
In this case study, a focus on keywords and cleaning up data to better understand CRO led to a 55 percent decrease in purchase CPA and larger...
How are your YouTube campaigns performing on TV screens?
Monitoring performance and making adjustments when necessary is important to do now, as the TV screen device type will be...
Shopping ads for the small budget: Here’s what to expect in 2019
This year may (finally) see the end of feeds, but we can also expect an increasing adoption of smart shopping campaigns and more advanced...
‘Hey Alexa, how do I get my product visible in Amazon search in 2019?’
Implementing a hybrid approach to your Amazon marketing strategy for both paid and organic optimizations will ensure visibility across results...
Google Shopping is largest growth opportunity for most online retailers in 2019
Brands need to invest resources into feed management and utilize format variations to ensure they appear in as many relevant queries as...
Year in Review: Top 10 expert PPC columns of 2018
Here's a roundup of the most read paid search columns this...
Automate your in-market audience bidding with this Google Ads script
Columnist Daniel Gilbert shares a script that automatically applies bid modifiers to in-market audiences based on their...
Remarketing tactics can mitigate post-holiday waste, here’s how
Upcycling traffic for other holidays and nurturing one-time buyers into loyalists are among the ways to recycle audiences for future...
Paid search missed opportunities: Here’s a checklist to stay on track
Companies of all sizes make similar mistakes so it's important to focus on tracking all marketing initiatives and paying attention to core...
Amazon product ads evolution: A harbinger of Amazon local advertising?
Whether or not you sell products on Amazon, understanding how the company is evolving its advertising products should be on your...
Google keyword match type tournament: Place your bets on Exact
The latest exact match update from Google looks promising for search marketers hoping to capture more relevant traffic but hesitant to switch...
TrueView for Shopping: The perfect marriage of awareness and direct response
To get the most out of a single video for a campaign, pair it up with a custom label that constantly refreshes and excludes the proper...
Navigating Showcase Shopping Ads this holiday season
Recent updates have made Showcase ads appear for more specific queries while the addition of video is giving retailers a new, visual way to...
Paid search trends to watch for the 2018 holiday shopping season
Shopping, local searches and audience optimizations are three of the biggest considerations to keep in...
State of the Google Shopping auction heading into the 2018 holiday season
The paid search results of the upcoming holiday season will be heavily dependent on Google Shopping performance for many retailers. But how will...
Product listing ads, digital co-op and the $13 billion opportunity
By joining forces with brands, retailers making a PLA co-op spend can bid more aggressively and expand their profile where it...
4 new search metrics in Google Ads to give you what you really wanted out of average position
Average position is an often-used, often-misunderstood metric. Contributor and Googler Matt Lawson talks through what Google’s new metrics do...
Can you trust website design best practices?
You have to test every proposed change to your website to see what actually works for your business and your audience. Without good testing,...
When exact match isn’t exact anymore: A script to regain control
Contributor Daniel Gilbert shares a script to exactly manage which keywords to bid on and where they...