Google is making strides with Google My Business
If you wanted to boil down marketers’ fears in the digital economy to one single idea, you might argue it would be loss of control. How...
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How to use AI for link building and improve your search rankings
The use of artificial intelligence (AI) has permeated the mainstream, as companies like Apple, Microsoft, Amazon and Google work...
An integrated approach: From SEO to PPC and beyond
For most businesses, the summer season means a slow-down in industry events — but for digital marketers, there is no rest! My company was...
Competitive analysis: Making your auction insights work for you
Oh, the auction insights report. You want to love it because it comes straight from AdWords, while most other competitive data comes with...
Amazon vs. search: Why you shouldn’t put too many eggs in one shopping basket
No matter where they’re located or what market they serve, retailers around the globe have questions about how consumers use search and...
A search marketer’s view of Facebook’s advertising platform
I’ve been doing some work recently for a non-profit working on hurricane relief in Texas, TeamRubiconUSA. I consider myself mostly a paid...
Google rolling out support for AMP landing page in AdWords search campaigns globally
In May, Google announced it was running a beta test with advertisers to test driving traffic from mobile search ads to AMP landing pages....
Google responds to Apple’s Intelligent Tracking Prevention with AdWords tracking update
Starting this month, Google is making changes to the way it captures and reports on conversions in AdWords in the response to Apple’s...
Google Attribution: Is Google stepping in because no one else would?
Advertisers — especially PPC junkies — want to pay for the highest-converting, most relevant traffic possible. That’s been the obsession...
Critical tips for navigating difficult client relationships
At some point in your PPC career, it’s nearly guaranteed you’ll have to manage a difficult client. Whether it’s an agency, consultancy or...
Four ways to spot AdWords account trouble early
With a constant stream of new capabilities in AdWords, and with the multitude of settings to manage, it can be daunting to stay on top of...
Evaluating PPC talent, part 2: The test
Previously, we discussed how to find good PPC candidates for your particular company, but now it’s time to evaluate those candidates. It...
AdWords ad rotation settings to get trimmed: Optimize or don’t
The signs were all pointing this way. Google announced Tuesday a change to the ad rotation settings in AdWords. There will soon be just...
Your account structure might be hurting performance. Here’s why (and how to fix it)
When it comes to managing AdWords, something I’ve come across time and again is that lots of accounts are oversegmented. I’ve seen...
The secret formula for determining a marketing budget
Lou Covey, principal of Footwasher Media Agency, has decades of experience helping clients hit that marketing budget “sweet spot.” In...
5 non-traditional skills to look for in a PPC account manager
Just about every two- and four-year university in North America offers a bachelor’s degree in marketing, and some even offer the...
Google announces AMP speed and viewability enhancements for ads
Yesterday, Google’s AMP (Accelerated Mobile Pages) group announced enhancements to ads served in AMP. Specifically, the project has...
Bridging data and action: How to create killer reports
Ask any digital marketer about the prerequisites for a successful campaign, and undoubtedly many of the answers will revolve around...
What teen fiction can teach you about writing ad copy
What exactly do novels for angsty tweens and teens have to do with AdWords? For one thing, young adult novels understand the behavioral...
Site optimization or traffic optimization: Which delivers better results?
You hear a lot about user experience (UX) testing these days. As an online marketer, you’re supposed to test your site, test your landing...
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