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.
5 audiences you should exclude from your PPC campaigns
Negative audiences help reduce wasted spend and prevent shoppers from being retargeted with products too many...
Back to basics: Understanding your paid search metrics
Learn how to interpret what’s happening in your paid search account with your traffic, conversions and sales...
Getting the most out of limited YouTube creative during the holiday season
Even if your creative is limited, test different targets, review call-to-action extensions and refresh your product selections for TrueView for...
How to make a holiday shopping campaign for low budget accounts
The unique constraints that small businesses face is why planning, knowing what you’re measuring and being intentional with your budget are so...
Paid search trends to watch for the 2019 holiday shopping season
Maps will play a larger role for retailers with physical stores and while Google Shopping will likely be the star, Amazon is poised to play the...
Pause out of stock products with this Google Ads Script
Just in time for holiday shopping season, this script runs hourly and automatically pauses product ads that are out of stock on Shopify....
Digital advertising is not the dot com bubble, improper attribution is
The real problem in paid search right now is our belief that we can track...
Tired of manually checking for Google Merchant Center disapprovals? This script has you covered
This script emails you when the percentage of disapproved products in your feed has exceeded the limit you’ve set it, saving you the time and...
Let’s kill the hourly rate: We are leaving money on the table
Creating a win-win partnership for agencies and clients depends on the understanding that marketing is an investment center, not a cost...
Soapbox: Why I’m so glad Google ended our relationship with Average Position
It was not a reliable indicator of how well ads were positioned and even more important, we shouldn’t rely on a single metric to make...
Tell your brand’s story through video ad sequencing
SMX East speaker Brooke Osmundson explains how brands can use a series of videos – in a specific sequence you define – to engage audience on...
Are TrueView video discovery ads the better option for your brand?
Discovery ads require a strategy for a different type of use-case that can be helpful to your business goals. Here's when it works....
Build a sound foundation to scale your Facebook campaigns
SMX East speaker Zenia Johnson outlines two top priorities for Facebook CBO: account structure and...
Conditional ads – customized ads made easy
A new approach combines the benefits of feed-based customization with the simplicity of IF...
SMX Overtime: Rise of the PPC geek
The PPC track at SMX Advanced Europe discussed entity harvesting, automation, audience targeting, "broadience" and the need for better technical...
PPC automation will disrupt your business, but automation layering will save the day
Using automations from Google is inevitable, so if you want more control, you can regain it by layering in your own...
Advanced Google Ads script to forecast ad performance
Putting projections together is tedious and time consuming but this advanced Google Ads script can create forecasts for you based on past...
11 tips for using Google Ads’ new audiences like a pro
Learn how to reach your ideal customer with Google Ads' new audience types for Search...
How advertising rates vary by category on Amazon
You need to gain a thorough understanding of search terms for Sponsored Products and Sponsored Brands from a volume and margin perspective to...
Are small errors like worldwide targeting draining your budget? This Google Ads script can help
The script emails you a customized report to flag issues with your chosen account settings, preventing potential Google Ads...