Are your paid search ads making the right impression?
Impression share may not be the ultimate measure of paid search success, but columnist Jacob Baadsgaard shows how tracking this metric can lead to paid search improvements that can really boost your bottom line.
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Three well-meaning paid search optimizations that might kill performance
That recent adjustment to your paid search campaign seemed like a good idea at the time, but now you’re seeing a drop in performance. How could this happen? Columnist Andy Taylor notes some common issues that arise from well-intended optimization choic…
2016 in review: Insights for search marketers from Bing Ads
Columnist Christi Olson of Bing discusses some of the ways Bing Ads changed over the course of last year and looks at trends to see what’s ahead for 2017.
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2016: The year in paid search (A year of massive change!)
This year will be seen as a watershed moment for mobile, with nearly every change reflecting mobile’s now-dominant contribution to search.
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Amazon begins testing Product Listing Ads on AdWords
For the first time ever, Amazon Product Listing Ads have been popping up in what appears to be an AdWords test.
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SEM’s legit: Our top paid search columns of 2016
Expanded text ads, the removal of the right rail in SERPs, and many other changes dominated the PPC world this past year. Read on to see Search Engine Land’s most popular paid search columns of 2016.
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3 ways in-house do-it-yourselfers can prepare for PPC management
So, your boss just told you that managing PPC is being added to your list of responsibilities. What to do? Columnist Pauline Jakober offers tips on how to get up to speed.
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Improve your paid search & social through relationship marketing
Contributor Jeff Baum explains how you can nurture your prospect through the entire buying journey using search ads and paid social.
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How your startup should be using Google AdWords
If you’re just getting started with your business, figuring out who should manage your AdWords campaigns and what to do first can be a challenge. Columnist Brett Middleton offers tips to get you on the right path.
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6 common PPC reporting mistakes that can make you look terrible
Your job is hard enough — don’t sabotage yourself by making these reporting mistakes. Columnist Frederick Vallaeys recounts common paid search errors and advises how to avoid them.
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Should you create device-specific PPC campaigns?
Columnist Aaron Levy, a big advocate of PPC segmentation, discusses the pros and cons of device-specific AdWords campaigns and shares tips on how to get started.
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The next Bing thing: Get your Bing campaigns in top shape for 2017
Columnist Anna Shirley discusses some of the most useful reports in Bing Ads and how they can be used to further refine and optimize your ad campaigns.
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Edit Expanded Text Ads in Bing Ads apps
Advertisers can now make changes to ETAs from their phones.
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Bing Ads is building a bot to help you manage campaigns better
While there isn’t a ship date for the bot, expect to see AI and machine learning play a greater role in paid search management.
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Google brings campaign-level audience targeting to all AdWords advertisers
The new feature will be a big time-saver.
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How to use your buyer personas to build your 2017 search marketing budget
You’ve done your research and created buyer personas — now what? Columnist Jacob Baadsgaard explains how to place financial value on your personas in order to determine your search marketing budget.
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Google’s shaky pitch for why advertisers should let Dynamic Search Ads handle queries
The AdWords Help documentation recommends that advertisers not add top-performing queries from Dynamic Search Ads (DSAs) as keywords. Columnist Andy Taylor explores whether that recommendation makes sense.
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‘Tis the season to optimize search bidding
If you manage paid search marketing and your business is retail, the weeks between Thanksgiving and Christmas probably don’t give you much time for sober reflection. Retail is intensely seasonal, and that is as true online as it is in stores. Search engine marketers generally understand the…
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Among latest AdWords Editor updates: Convert text ads to responsive ads
Version 11.7 of AdWords Editor also includes additional support for Gmail and YouTube ads.
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Ad extensions for the entire decision journey
How can you use ad extensions to move potential customers further down the sales funnel? Columnist Mona Elesseily shares some tactical advice.
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