Paid Search Column

PPC agencies will play these 4 roles when automation takes over

Channel: SEM, Paid Search Column, Search Marketing, Search Marketing: General, SEM Industry, SEM Industry: General, SEO BLOG /

Earlier this year, I wrote about how artificial intelligence (AI) and machine learning are driving automation in PPC and then again about how Google’s latest wave of AdWords innovations is driven largely by these same technologies. As the move towards automation accelerates, how should agencies and PPC managers update their strategy? What processes will they […]

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Auction Insights 3: The final script

Channel: SEM, Google, Google: AdWords, Google: AdWords: AdWords Scripts, Paid Search Column, Search Marketing, Search Marketing: General, SEO BLOG /

Who would have thought that Auction Insights could inspire an entire TRILOGY? Well, if you know AdWords, I suppose it’s not a huge shock that our original script has had to undergo a few adaptations over the last couple of years. Google does like to keep us PPC practitioners on our toes! Changes to AdWords aside,

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How your website redesign can sabotage your paid search efforts

Channel: SEM, Paid Search Column, Search Marketing, Search Marketing: General, Search Marketing: Landing Pages, SEO BLOG /

Recently, my PPC agency almost declined to take on a new client because the client’s website was so severely outdated. The site looked bad, was difficult to use and didn’t have an easy way to convert prospects. But when we learned that the client was in the process of redesigning this website, we agreed to

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2-step methodology for dealing with PPC performance downturns

Channel: SEM, Paid Search Column, Search Marketing, Search Marketing: General, SEO BLOG /

The most important thing I’ve learned from my 15 years of PPC experience is that sooner or later, account performance will take a downturn. When that day comes, we must be prepared to deal with the consequences of performance not meeting expectations. These consequences could range from stakeholders losing trust in your abilities to receiving

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Google’s all-new, quite counterintuitive guide to ad testing

Channel: SEM, Google, Google: AdWords, Paid Search Column, Search Ads, Search Ads: General, Search Marketing, Search Marketing: General, SEO BLOG /

Over 2 1/2 years ago, I wrote about how ad rotation works in AdWords. Since then, a whole lot has changed. Most recently, we’ve simplified the options for ad rotation. Let’s take a closer look at how ad rotation works now and what that means for ad testing. How AdWords picks which ads to show

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How to steal the competition’s best keywords: A 3-step guide

Bing, Bing Ads, Channel: SEM, Google, Google: AdWords, Paid Search Column, Search Marketing, Search Marketing: Search Term Research, SEO BLOG /

Whether you’re new to paid search or an old pro, one of your biggest challenges is figuring out the right keywords. Pick the right keywords and your business will thrive. Pick the wrong keywords, and you might as well be flushing your ad spend down the toilet. Now, with enough time, effort and money, most

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7 Google tips to supercharge your Shopping ads

Channel: SEM, Google, Google: AdWords, Google: AdWords: Product Listing Ads, Google: Google Shopping, Paid Search Column, Search Ads, Search Ads: Product Ads, Search Marketing, Search Marketing: Shopping Search Marketing, SEO BLOG /

Shopping ads are great, and they continue to improve. If you’re looking to get more out of your Shopping campaigns, there are some straightforward actions you can take. Some of these have been true since Shopping campaigns were introduced back in 2013, while others are relatively new. Regardless of where you are on your Shopping

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Are you changing keyword bids too often?

Channel: SEM, Paid Search Column, Search Marketing, Search Marketing: General, SEO BLOG /

The AdWords advertising system utilizes an auction-like process to decide which advertisers’ ads get to show and in which order. By bidding higher or lower, you can appear at higher or lower positions — depending on what your competitors are bidding. Account managers use many approaches for setting and tweaking bids over time, and bid

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Four key holiday paid search trends to keep an eye on

Channel: SEM, Google, Google: AdWords, Google: AdWords: Product Listing Ads, Google: Google Shopping, Paid Search Column, Search Marketing, Search Marketing: General, Search Marketing: Shopping Search Marketing, SEO BLOG /

During the holidays, there are a million different data points advertisers can look at to see how paid search is performing throughout this crucial shopping period. Depending on business goals and the type of products sold, which of those data points are most important for a particular site can vary widely from one brand to

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