How to create an ROI-based management approach for paid search success
Average practitioners step up the game a little by optimizing accounts. The truly effective pro, however, has the critical ability to...
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The Mad Scientists of Paid Search — SMX Advanced Session Recap
Andy Taylor, Merkle Andy made five main points in his presentation: 1. Changes to exact match close variants Initially, Merkle didn’t see...
Ask the #SMXpert: Smart B2B SEM Tactics
The following is a continuation of the Q&A segment with moderator Brad Geddes from the “B2B SEM: Meeting Specific Challenges With Really...
How will GDPR affect PPC marketers in the US?
With the introduction of the General Data Protection Regulation (GDPR), search marketers targeting the European Union (EU) have had...
5 Google Optimize tests to take AdWords to the next level
It sounds crazy. The industry is named after clicks, after all, but what happens after a user comes to your landing page is even more...
The status of Google’s presence in Google Shopping Auctions
Amazon has exited US Google Shopping auctions for all advertisers that had consistently seen it as a competitor for the last few...
Improving PPC relevance with ZIP code-based geotargeting
This article will focus on lessons learned to manage a pay-per-click (PPC) program for a dental provider with multiple offices located...
Parallel tracking offers a page-speed improvement for AdWords advertisers
While it’s critical for advertisers to measure and track the traffic driven from their ads, there’s always been something of a tradeoff...
Ask the #SMXperts series — B2B SEM: Meeting challenges with smart tactics
The Ask the SMXpert series continues the question and answer (Q&A) segment held during sessions at Search Marketing Expo (SMX) West 2018....
Hidden PPC traffic killers
PPC channel. “Max the volume!” and “We’re down from last year, I’m very worried” are typical (if vague) remits from clients and bosses...
Beating remarketing addiction and testing for incremental value using Google Analytics
But is it really money well spent? Recently, we performed an audit for a multinational retailer with a specific concern: improving new...
Ask an #SMXpert: LinkedIn ads and search — The ultimate knockout punch
The Ask the SMXpert series continues the question and answer (Q&A) segment of sessions held at Search Marketing Expo (SMX) West 2018. The...
Improving e-commerce text ads with ad customizer data feeds
shopping ads are arguably the most important form of Google advertising for e-commerce accounts, you’re missing an opportunity if you...
Improve paid search lead-gen with cohort analysis
“Why am I seeing an influx of search clicks and leads, but no opportunities or closes?” “We spent $15K extra in search this month, so...
Look Ma, no keywords! Phrase-free AdWords campaigns are here
Google has confirmed that these campaigns are currently running for select advertisers only and promote verified business locations...
How to use good ol’ PPC to support fun and creative branded content
One way to increase the efficiency and profitability of a PPC budget is to examine how PPC can be used to support really fun and creative...
Are your ads pointing to the right domain? Here’s a script to find out.
Standards are high for PPC superheroes, and even the best of us can make a mistake. Luckily, there’s a perfectly easy way to deal with...
Dynamic Search Ads are for amateurs or superheroes
In this column, I would like to talk about Dynamic Search Ads (DSAs), which are generally for people new to paid search, and I’ll share a...
How to outdo the PPC robots in shopping ads
There’s still a role for humans to play, one of which is to use what we’ve learned from years of experience to bring an account as close...
To make every conversion count, count every conversion
With all of that imprecision comes a thought that might keep you up at night: You might not see all of the conversions driven by your...
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