The limitations of Google AdWords demographic targeting
Proper demographic targeting can improve your search ads’ performance. Unfortunately, as columnist Andy Taylor points out, Google doesn’t always make demographic targeting easy.
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A search marketer’s view of Facebook’s advertising platform
Search marketers, have you considered expanding into paid social? Columnist Ted Ives details some of the hurdles and difficulties he’s encountered in venturing into Facebook Ads territory.
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Google Attribution: Is Google stepping in because no one else would?
Advertisers would love to see unbiased attribution measurement that unifies channel reporting and moves beyond the last-click attribution model, but is Google Attribution the answer? Columnist Andrew Goodman discusses the likely impacts of this new pro…
Ad-jective Analysis: Look deeper into your AdWords search queries
Wondering how ad performance varies based on your word choices? Columnist Daniel Gilbert shares an AdWords script that can help you to determine which adjectives are your highest performers.
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Optimize your GDN accounts with more hidden gems
Looking for creative ways to optimize your Google Display Network (GDN) campaigns? Columnist Pauline Jakober has some suggestions for minor, overlooked optimizations that can move the needle.
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Critical tips for navigating difficult client relationships
Dealing with a challenging PPC client? Columnist Jeff Baum explores some tips for reducing client frustration and fostering trust so that you can focus on what really matters: driving results.
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Evaluating PPC talent, part 2: The test
In part 2 of his series on evaluating PPC candidates, columnist Brett Middleton shares some tests you can administer to determine whether a potential hire is a good fit for your business.
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Your account structure might be hurting performance. Here’s why (and how to fix it)
Oversegmentation is often the enemy of automation. Columnist and Googler Matt Lawson talks about how a fussy account structure can tank AdWords performance.
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Advanced budget management made easy with scripts
Budgets can be a real pain point for PPC advertisers, especially when allocating that budget over multiple campaigns. Luckily, columnist Frederick Vallaeys has a few AdWords scripts that can help you manage your monthly budgets more effectively.
The p…
Phrase match is dead. Long live phrase match!
Reports of the demise of phrase match have been greatly exaggerated, finds contributor Steve Cameron. It turns out that there are certain situations in which it comes in pretty handy.
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Bridging data and action: How to create killer reports
Are your reports not having the impact you would have hoped? Check out columnist Amy Bishop’s tips and tools below to create powerful, useful reports that drive results.
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What teen fiction can teach you about writing ad copy
What do young adult novels and search ads have in common? More than you might think! Columnist Allen Finn discusses how you can apply the tactics of these novelists to create compelling ad copy.
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Site optimization or traffic optimization: Which delivers better results?
Knowing where to invest in online marketing is crucial for search marketers with limited budgets and resources. Columnist Jacob Baadsgaard explores whether you’re better off investing in higher-quality traffic or conversion optimization.
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How important is Google Shopping for retailers?
Columnist Andy Taylor shares his views on the recent European Commission antitrust ruling against Google and how this might impact retailers that rely on Google Shopping for sales.
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Disclosure and transparency: The agency/client relationship twins
Do your clients know what you’re doing with their accounts? Contributor Steve Cameron lays out why transparency is vital to building and maintaining trust with your clients.
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2017 growth hacks: Use affiliates to improve PPC reach
In this month’s installment of her series on SEM growth hacks, columnist Lori Weiman explains how advertisers can utilize their affiliates to dominate the SERPs and increase the bottom line.
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Breaking down silos in e-commerce retail
Want to improve your e-commerce sales? Columnist Andreas Reiffen makes the case for data sharing across marketing channels to avoid lost revenue and wasted ad spend.
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Apple Search Ads: Still tapping after 6 months of testing
Columnist Anna Shirley shares her impressions of Apple’s App Store search ads platform, highlighting its positive and negative aspects.
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Optimize your AdWords account with these hidden gems
Scanning your SEM accounts for ways to improve? Columnist Pauline Jakober believes that the slower summer months are the perfect time to work on optimizations you might not normally have time for.
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How to effectively segment accounts with multiple locations
What’s the best account structure for multilocation business advertisers? Columnist Matt Umbro shares some setups that allow you to easily view performance by location for efficient management and reporting.
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