Category: Column: Paid Search

Ask the #SMXperts series - Advanced audience targeting

Ask the #SMXperts series – Advanced audience targeting

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The “Ask an #SMXpert” series continues the question-and-answer (Q&A) segment held during sessions at Search Marketing Expo (SMX) West 2018. Today’s Q&A is from the Advanced Audience Targeting & Management Tactics session with Jillian Nagle and Ben Wood and introduction from moderator Brad Geddes. Brad Geddes The rise of audience targeting is the biggest change in paid […]

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5 Google Optimize tests to take AdWords to the next level

5 Google Optimize tests to take AdWords to the next level

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Pay-per-click (PPC) advertising often focuses too much on the click. 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 important. That’s why the direct integration between AdWords and Google Optimize has me so excited. Landing page optimization is now […]

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Parallel tracking offers a page-speed improvement for AdWords advertisers

Parallel tracking offers a page-speed improvement for AdWords advertisers

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While it’s critical for advertisers to measure and track the traffic driven from their ads, there’s always been something of a tradeoff because the technical processes involved could slow down page-loading time. Now, with this week’s parallel tracking announcement, this tradeoff may no longer be a factor for AdWords advertisers. If your AdWords account leverages […]

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Improving PPC relevance with ZIP code-based geotargeting

Improving PPC relevance with ZIP code-based geotargeting

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If a company has multiple brick-and-mortar locations within a city or metropolitan area, this can create challenges in advertising overlap, self-competition and ad relevance. This article will focus on lessons learned to manage a pay-per-click (PPC) program for a dental provider with multiple offices located across a multistate region and will illustrate the benefit of […]

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Hidden PPC traffic killers - Marketing Land

Hidden PPC traffic killers – Marketing Land

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If a pay-per-click (PPC) account and the advertiser’s business model are functioning reasonably well, we often find that a business owner becomes heavily dependent on the 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 deep in the thrall of this […]

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Ask the #SMXperts series - B2B SEM: Meeting challenges with smart tactics

Ask the #SMXperts series – B2B SEM: Meeting challenges with smart tactics

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The Ask the SMXpert series continues the question and answer (Q&A) segment held during sessions at Search Marketing Expo (SMX) West 2018. Today’s Q&A is from the B2B SEM: Meeting Specific Challenges With Really Smart Tactics session with Sana Ansari, Robert Brady and Dave Rigotti.  It features an introduction from moderator Brad Geddes. Brad Geddes […]

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Pause underperforming ads with this updated AdWords script

Pause underperforming ads with this updated AdWords script

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It’s no secret that split (A/B) testing is an essential part of a successful AdWords campaign. I’m a big advocate of scientific testing, and it is a core part of how my company, Brainlabs, approaches paid search campaigns. Some time ago, I shared our A/B testing script, which enables you to set up control and […]

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Stay sharp and relevant with ongoing PPC training

Stay sharp and relevant with ongoing PPC training

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The paid search world continues to grow and evolve at an extraordinary rate. Machine learning and automation are changing how the paid search professional operates. Account managers must be more customer service- and business-oriented than ever before. Being strategically proficient is no longer a luxury — it’s a requirement. The challenge pay-per-click (PPC) professionals and […]

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What's different about digital marketing in the cannabis industry?

What’s different about digital marketing in the cannabis industry?

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The cannabis industry is one of the fastest-growing in the US, with a diverse and exciting startup landscape. And yet, it faces an uphill battle when it comes to search engine optimization (SEO), pay-per-click (PPC) and marketing. There are no AdWords or Facebook advertising programs available and no current opportunities to advertise a cannabis company […]

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Giants collide: Google’s impending showdown with Amazon

Giants collide: Google’s impending showdown with Amazon

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Talk in the digital advertising space has traditionally focused on Google and Facebook’s digital duopoly, each fighting for more of your advertising dollars. But for Google, the real competition is coming from elsewhere. Over the last few years, Google has pushed further and further into the retail space. Simultaneously, Amazon expanded its advertising platform. In […]

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Are you ready for the attribution changes coming to Google AdWords?

Are you ready for the attribution changes coming to Google AdWords?

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There is an old saying: the only constant in life is change! Word on the street and from Google is they’ll stop supporting last click attribution sometime this year. This means advertisers will have to opt into one of several other attribution models available in Google. In this article, I’ll provide some general commentary on […]

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The foundation of a good SEM campaign

The foundation of a good SEM campaign

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A strong understanding of the economics of any business unit is absolutely critical to any digital marketing campaign managed against non-brand key performance indicators (KPIs) in a search engine marketing (SEM) campaign. One would think any reasonably large and successful business would have a good handle on their unit economics, and that this knowledge will […]

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After exact, what’s the next best match type?

After exact, what’s the next best match type?

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Exact Match is widely accepted as the Cadillac of match types in paid search, and for good reason. Queries that exactly match the keyword triggering a paid search ad have the highest conversion rate of any query-to-keyword relationship.  When used, a brand can rest assured the searcher is searching for the exact term targeted. However, while […]

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What the ROAS? A practical guide to improving return on ad spend

What the ROAS? A practical guide to improving return on ad spend

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Do you want to improve your paid search campaigns? There are a lot of paid search metrics, but one of the most useful and most underused is return on ad spend (ROAS). One of the main points behind online advertising is to drive sales for your business. This is particularly true when it comes to […]

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5 New Year's resolutions for your PPC campaigns

5 New Year’s resolutions for your PPC campaigns

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It’s never too late for New Year’s resolutions, so why not give your PPC campaigns a little New Year’s love? In this article, I’ll provide suggestions to tune up your campaigns in 2018 and get them firing on all cylinders. 1. Review your ad copy Upgrading decent ad copy into fantastic ad copy almost always […]

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15 PPC pro tips for writing text ads

15 PPC pro tips for writing text ads

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While every part of your PPC program is important, few elements are as crucial, or visible, as your ads. Often, your ads are prospects’ first introduction to your brand — and we all know how important first impressions are! Additionally, you need your ad to accomplish certain things. You want to grab attention, communicate your […]

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3 AdWords features you're probably underutilizing

3 AdWords features you’re probably underutilizing

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The wonderful thing about AdWords is that we all have our favorite ways to utilize it. We PPC practitioners each have our favorite reports and features, and we all have our own personal preferences for how we like to build and manage our campaigns. Unfortunately, this means we’re prone to getting stuck in our ways, […]

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Google’s new custom intent audiences and you

Understanding AdWords keyword match types for manufacturers

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In a previous column, I addressed the challenges paid search advertising can present to industrial manufacturers who sell capabilities versus stock products. Another challenge is the AdWords help files themselves. As an advertising platform, AdWords is geared more to retailers — when a platform uses common retail products to illustrate keyword strategies, it’s often hard […]

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Holiday shoppers increasingly turned to Google Maps in the countdown to Christmas Day

Holiday shoppers increasingly turned to Google Maps in the countdown to Christmas Day

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Ahead of the 2017 holiday season, I wrote a column detailing how much more important locally focused ads became during the 2016 holiday shopping season, namely Local Inventory Ads and ads on Google Maps. Analyzing last year’s data, I found that searchers became increasingly likely to search for both brand and non-brand keywords within Google Maps […]

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How to reverse-engineer your online advertising strategy

How to reverse-engineer your online advertising strategy

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Online advertising experts love to talk about the importance of matching your landing page content to your ads. And you’ll get no argument from me — it’s a great way to improve the performance of your online advertising. I mean, it just makes sense. People click on your ad because the messaging resonates with them. […]

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The vicious cycle of ROAS targets is killing your business

The vicious cycle of ROAS targets is killing your business

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Your marketing team is hard at work tweaking ads and landing pages to drive efficiency and hit the targets set for them by the C-suite. And those targets are more than likely ROAS-related. But, for two reasons, these ROAS targets are actually causing a lot of damage: ROAS usually doesn’t take incrementality into account, which […]

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Which PPC metrics matter? Lessons from half a million keywords

Which PPC metrics matter? Lessons from half a million keywords

By admin 2 0

Are your AdWords campaigns working… like, really working? That might be a surprisingly hard question to answer. Anybody with an AdWords account can see if they’re getting clicks, and it’s not too hard to set up conversion tracking — but chances are that the reason you put money into AdWords was that you wanted to […]

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