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.
SMX Overtime: When to use PPC automation (and when not to)
PPC expert Aaron Levy shares his insights about how to structure accounts to use automation effectively during a rountable discussion at SMX...
SMX Overtime: Broaden your reach with YouTube campaigns
Paid media expert and SMX speaker, Ashley Mo, talks bumper ads, video ad sequencing and driving qualified traffic from...
The consumer decision journey will drive paid search in 2020
In organic search, you're going to see a push of data directly to search engines instead of relying on them to...
Machine learning will free up time to be more strategic with accounts in 2020
Data is giving us an opportunity to look at bigger picture decisions in our accounts rather than the day-to-day work we have been...
Make 2020 the year for e-commerce to get better with the mobile experience
It’s time to go through your website and figure out if this is the experience we want customers to have, especially on a mobile...
New challenges ahead for attribution with the rise of intelligent tracking prevention
With a projected 30-40% loss of user data in Safari with ITP in 2020, marketers are going to have to re-think how to handle attribution in the...
2020 will be the year to get our data right
A reliable data flow will help automation tools we started to use in past years do their jobs...
Automation layering is driving PPC so get onboard in 2020
This is the year to let the search engines perform the complicated tasks so PPC practitioners move back to the pilot’s seat to drive better...
Pro Tip: A look back at some notable tips from our Paid Search community in 2019
Here are 5 tips from our PPC community we think are worth a second...
SMX Overtime: Here’s how to take control of your account ad groups and search terms
PPC veteran and SMX speaker, Brad Geddes, explains how to adapt your approach to search terms and conversions after Google's exact match update...
Amazon ad spend rises over Cyber 5, but most efficient sales days still ahead
The five-day stretch from Thanksgiving to Cyber Monday was record-breaking for e-commerce but brands still have more time for profitable sales...
3 pitfalls of PPC experiments
Knowing what to test and how to interpret the results based on nuances and oddities of experiments is an important skill for people, not...
Pro Tip: Why you should stop using last-click attribution in Google Ads
The Model Comparison Tool report in Google Analytics evaluates non-last click models to help you better measure success....
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...