Unit economics: The foundation of a good SEM campaign
Contributor Kevin Lee outlines how SEM campaigns can benefit from applying smarter business unit economics and asking rational questions.
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3 ways to revitalize your digital marketing program
Ever hit a performance plateau? Contributor Elizabeth Laird looks at three ways to jumpstart your marketing efforts when you’re stuck and spinning your wheels.
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How to sync your keywords and ad labels with an AdWords Script
Columnist Daniel Gilbert shares a free script to help solve labeling issues by copying labels within an ad group from ads to keywords or vice versa.
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Invest in a killer PPC campaign by using these smart budget strategies
Contributor Jeff Baum discusses how allocating funds and developing smart budgets brings focus to your PPC campaigns and helps make them a success.
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How to build a stronger, more effective PPC team
Contributor Frederick Vallaeys believes the PPC professionals with the strongest knowledge of paid search fundamentals will have the best opportunities for successful campaigns and solid career growth.
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Optimizing for quality score is a best practice, except when it’s not. Here’s why.
Contributor Amy Bishop explains that improving quality score shouldn’t be a goal in itself, but solely a means to achieve your business goals. How to tell when it’s worth focusing on and when it’s not.
The post Optimizing for quality score is a best practice, except when it’s not. Here’s why….
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6 AdWords strategies businesses can use to make love, not war on Valentine’s Day
Give the gift of Adwords love this Valentine’s Day by using these six tactics from Contributor Todd Saunders to boost your PPC efforts.
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What’s going on with Google brand CPC?
Brands may be at Google’s mercy when it comes to the price of branded traffic, but Columnist Andy Taylor outlines steps they can take to reduce their CPC pain.
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What the ROAS? A practical guide to improving return on ad spend
Contributor Jacob Baadsgaard shows how ROAS, or return on ad spend, can be used to show the effectiveness of advertising campaigns and whether they are worth the money spent on them.
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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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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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3 AdWords features you’re probably underutilizing
Columnist Brett Middleton explores three commonly underused AdWords features that can have a big impact on performance: ad variations, Gmail ads and campaign experiments.
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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…
Holiday shoppers increasingly turned to Google Maps in the countdown to Christmas Day
Columnist Andy Taylor from Merkle shares data on how consumers engaged with Maps and Local Inventory Ads over the holiday shopping period.
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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 …
What you learn from talking with Google’s largest advertisers all day, every day
The world’s largest advertisers routinely visit the Google campus to talk strategy. Columnist Matt Lawson sits down with Google’s Chief Search Evangelist for some top insights from those meetings.
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