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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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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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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5 reasons advertisers should NOT ignore Bing Ads
Columnist Michelle Cruz outlines some recent developments in Bing Ads and makes the case for this cost-effective PPC platform.
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Here’s an AdWords script to fill empty ad groups
Columnist Daniel Gilbert of Brainlabs makes sure you don’t lose traffic due to missing ads.
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PPC buyer beware: 3 seedy tactics agencies or consultants use to scare you into services
Wondering if an email or phone call from a PPC agency is legit? Columnist Pauline Jakober shares some tips for weeding out the scammers.
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How do our biases impact PPC performance?
With experience comes wisdom, but columnist Brett Middleton believes that search marketers can sometimes limit themselves by clinging to old habits.
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Ad customizers just got a whole lot more powerful
Columnist Frederick Vallaeys discusses the new capabilities of ad customizers in AdWords, explaining how you can use them to serve better, more relevant ads.
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The future of paid search buying
Columnist Andrew Ruegger believes that when it comes to what the future holds for paid search, programmatic could be key.
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Thirteen things marketers want to know about expanded text ads, direct from Google
AdWords released expanded text ads in late July. Columnist and Googler Matt Lawson answers some FAQs about what you should consider as you expand your own ads.
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Boost your conversion rate by 45% today… no, really!
Columnist Jacob Baadsgaard makes the case that proper conversion tracking in your AdWords accounts can provide better and more helpful insights for optimizing your campaigns.
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Coaxing smarter paid search bidding decisions out of sparse conversion data
Columnist Mark Ballard explains how we can use statistics to supplement our conversion data and intuition when deciding on keyword-level bids in AdWords.
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‘Tis the season: 6 ways to prepare for holiday shoppers
Whether you’ve got your holiday marketing plan all mapped out or are just starting now, columnist Christi Olson has tips to prepare your search campaigns for the season.
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