5 New Year’s resolutions for your PPC campaigns
Contributor Mona Elesseily shares her insights on fine-tuning your PPC campaigns for 2018 and beyond.
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Side by side: Comparing two performance marketing tools/agencies
Columnist Andreas Reiffen shares his method for testing two different AdWords tools/agencies — a process which could also be applied to test different campaign strategies.
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How AI can uncover new insights and drive SEO performance
Columnist Jim Yu believes that by incorporating the power of artificial intelligence (AI) and deep learning, search marketers can move beyond simple observations and find new patterns in user behavior.
The post How AI can uncover new insights and driv…
15 PPC pro tips for writing text ads
Want to know how to write great paid search ads? Columnist Pauline Jakober shares some tips from her years of experience writing PPC ad copy.
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The technology behind AI in PPC
Artificial intelligence (AI) has been around for a long time, so why are we only just now exploring its applications for PPC? Columnist Frederick Vallaeys explains the technology, its evolution in recent years, and what’s next for AI in paid search.
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Understanding AdWords keyword match types for manufacturers
With much of AdWords’ help documentation geared towards retailers, it can be confusing for manufacturers to figure out how best to utilize the platform. This guide to match types for manufacturers from columnist Dianna Huff can help.
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How to reverse-engineer your online advertising strategy
In PPC, we often talk about eye-catching ad copy — but columnist Jacob Baadsgaard suggests that, rather than focusing on different ways to catch your customer’s eye, advertisers should start by looking at what customers are already responding to.
The…
A year in review: Search Engine Land’s top 10 columns of 2017
We conclude our year-in-review series by calling out our most popular columns of 2017, which covered subjects ranging from technical SEO tips to local search updates and more.
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PPC insights: Our top SEM columns of 2017
2017 marked yet another eventful year for the SEM industry, and there was no shortage of great content to guide readers through it. See which topics were most popular with Search Engine Land’s PPC community in our top 10 paid search columns of the year…
6 ways ad agencies can thrive in an AI-first world
Machine learning and artificial intelligence (AI) will change the way search marketers do business. In the latest article in his multipart series on PPC and AI, columnist Frederick Vallaeys shares his strategies for keeping your agency successful in a …
Supercharge your email marketing with Google AdWords
Columnist Todd Saunders explains how to use AdWords Customer Match to nurture your email marketing leads at various stages in the funnel.
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The vicious cycle of ROAS targets is killing your business
While many companies focus on return on ad spend (ROAS) as their primary KPI for search, columnist Andreas Reiffen believes that ROAS targets can often inhibit growth and new customer acquisition.
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Which PPC metrics matter? Lessons from half a million keywords
Columnist Jacob Baadsgaard shares insights from a study looking into how various paid search metrics correlate with return on investment (ROI).
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Omnichannel shoppers collide with Black Friday and Cyber Monday, setting new records
Columnist Christi Olson shares consumer and search data from the recent holiday weekend — and provides tips for how to use search to boost your omnichannel holiday marketing strategy.
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PPC agencies will play these 4 roles when automation takes over
Many in the SEM world are concerned that artificial intelligence and machine learning will make their jobs obsolete — but columnist Frederick Vallaeys believes that humans and machines working together will ultimately create the most value for clients…
Auction Insights 3: The final script
Columnist Daniel Gilbert shares his updated Auction Insights script, which helps you keep track of what your competitors are doing.
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How your website redesign can sabotage your paid search efforts
Relaunching a website can be very exciting for a business, but columnist Pauline Jakober warns that without careful planning, a redesign can damage your PPC program.
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2-step methodology for dealing with PPC performance downturns
What happens when your paid search campaigns are experiencing a sudden and unexpected performance drop? Columnist Jeff Baum shows how to handle this situation — without losing your clients’ trust.
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Google’s all-new, quite counterintuitive guide to ad testing
The days of rigid A/B testing are over. Columnist and Googler Matt Lawson talks about how to test ads in the age of optimized ad rotation.
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3 last-minute Google Shopping tricks to level up your account for the holidays
Looking for ways to make your product listing ads stand out this holiday season? Columnist Todd Saunders has some tips.
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