Google is right; click-through and conversion rates kinda don’t matter
lack of meaningful click-through rates (CTR) growth following the implementation of Google expanded text ads (ETA), despite Google’s own...
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Keyword research strategies in a close-variant world
exact match close variants will now include same-meaning variations. As a result, marketers putting all their chips into exact match...
How keyword match types work after the new close match variants change
here on Search Engine Land last week, Google is in the process of further broadening the meaning of ‘exact match’ keywords. Based on a...
Find anomalies in your campaign spending with this Google Ads script
Have you ever had a campaign spend a touch more than expected and taken a too long to spot it? No one likes to catch their campaigns...
Avoid the 8 most common pitfalls of automated bidding
no one should do manual pay-per-click (PPC) bidding in this day and age. But that doesn’t mean you can just flip an automated bidding...
Google’s somewhat-new guide to totally excellent ads
introduced responsive search ads in July, simplifying ad creation and testing for everyone. Last month, Google enabled ads that include a...
How to use IF functions to speak to different audiences
In my last post for Search Engine Land about business data feeds, I went over how I used ad customizers to implement value-focused ad...
Marketing Day: New Twitter rules, Google Assistant expands reach, Facebook video ads & more
Marketing Land and other places across the web. From Marketing Land: Twitter to enforce new rules around issue ads starting September 30...
There is no reason to manage bids manually
I believe the task rose out of necessity because when pay-per-click (PPC) took off in the early 2000s, ad platforms spoke a different...
A kickback stampede: Why Google’s EU comparison shopping program may carry risk
Google received a record-breaking fine of €2.4 billion ($2.8 billion). But why, exactly? In a verdict that provoked differing opinions,...
Why more automation from Google Ads is good for tool makers and PPC careers
new interface of Google Ads. Change at what was formerly called AdWords is constant, and some of the biggest adaptations we’ll need to...
Expanded phrase match negatives: A script for misspellings
As paid search specialists, our strength lies in our ability to exert control over our keyword targeting. Every month or so, there are...
The Google expanded text ad CTR lift that never was
Responsive search ads (RSA) are the hot paid search topic of the day. They give advertisers the ability to provide Google with up to 15...
Are you holding your funnel accountable?
Just recently, I was at a baseball game, and I swear the peanuts guy was walking up and down the steps yelling, “Funnels, get your...
15 questions to ask yourself before publishing a new landing page
tailor the page that people see after clicking on your ad to your target audience and actual ad content. Unfortunately, while there are a...
Forget me not: 3 steps to make your PPC ads more memorable
What makes some ads stick in your mind, while others are instantly forgotten and relegated to the trash heap of online noise we’re...
Structuring paid search campaigns: Segmentation vs. aggregation
Structuring paid search campaigns can be an iterative and subjective process, and the path to an “ideal” structure is often paved by best...
3 attribution considerations for B2B lead generation
Attribution modeling allows marketers to measure the value of their campaigns across the top, middle and bottom funnel stages plus...
How to use Quora ads for big results in every step of the funnel
Why? Because in one year, Quora allowed me to reach more of my target audience with most of the same features many of the other channels...
How to take advantage of strategic PPC audience targeting
Audiences can help improve performance within a campaign, and they can also help influence strategies in other campaigns, and even in...
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