Search Marketing: General
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How to capture urgent leads with call-only ad extensions
Say more with your call-only ad copy! Columnist Allen Finn discusses how you can leverage callout extensions to earn more calls from prospects...
The nitty-gritty paid search account health check: Part 1
Whether you're taking on a new account or reviewing one you've already been managing, columnist Amy Bishop's tips will help you uncover...
Audiences to employ for extra online marketing bang!
Which audience lists are you using to amplify your paid search efforts? Columnist Mona Elesseily shares some of her...
2017 growth hacks: Increase CTR by monitoring competitive offers
Are you showcasing your offers in your paid search and shopping ads? Columnist Lori Weiman explains why she believes this is a huge area of...
The big problem with PPC attribution modeling no one is talking about
The question of which attribution model to use in paid advertising is a tough one to answer, and columnist Andreas Reiffen explains...
Beat high-cost paid search clicks by sweating the details
Paid search can be difficult in competitive industries where CPCs are higher than average, but columnist Pauline Jakober believes it's still...
An integrated approach: From SEO to PPC and beyond
Columnist Chris Liversidge shares highlights and insights from two industry events where integrated search marketing was a hot topic this...
Competitive analysis: Making your auction insights work for you
Columnist Amy Bishop shares tips for identifying actionable takeaways from your AdWords auction insights...
The limitations of Google AdWords demographic targeting
Proper demographic targeting can improve your search ads' performance. Unfortunately, as columnist Andy Taylor points out, Google doesn't always...
Ad-jective Analysis: Look deeper into your AdWords search queries
Wondering how ad performance varies based on your word choices? Columnist Daniel Gilbert shares an AdWords script that can help you to determine...
Optimize your GDN accounts with more hidden gems
Looking for creative ways to optimize your Google Display Network (GDN) campaigns? Columnist Pauline Jakober has some suggestions for minor,...
Critical tips for navigating difficult client relationships
Dealing with a challenging PPC client? Columnist Jeff Baum explores some tips for reducing client frustration and fostering trust so that you...
Evaluating PPC talent, part 2: The test
In part 2 of his series on evaluating PPC candidates, columnist Brett Middleton shares some tests you can administer to determine whether a...
Your account structure might be hurting performance. Here’s why (and how to fix it)
Oversegmentation is often the enemy of automation. Columnist and Googler Matt Lawson talks about how a fussy account structure can tank AdWords...
Advanced budget management made easy with scripts
Budgets can be a real pain point for PPC advertisers, especially when allocating that budget over multiple campaigns. Luckily, columnist...
Bridging data and action: How to create killer reports
Are your reports not having the impact you would have hoped? Check out columnist Amy Bishop's tips and tools below to create powerful, useful...
What teen fiction can teach you about writing ad copy
What do young adult novels and search ads have in common? More than you might think! Columnist Allen Finn discusses how you can apply the...
Site optimization or traffic optimization: Which delivers better results?
Knowing where to invest in online marketing is crucial for search marketers with limited budgets and resources. Columnist Jacob Baadsgaard...
Developing YOUR audience targeting strategy
Columnist Christi Olson digs into how remarketing can be used create, shape and target the most important online audience in the world:...
Disclosure and transparency: The agency/client relationship twins
Do your clients know what you're doing with their accounts? Contributor Steve Cameron lays out why transparency is vital to building and...
