Beware these 7 sneaky PPC attribution tricks
You may think you’re hitting your conversion goals, but columnist Andrew Goodman warns that faulty attribution can lead to inaccurate or misleading performance data.
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Seriously, Google, can you just make exact match exact?
In the wake of Google’s announced changes to exact match, contributor Daniel Gilbert offers a passionate argument against the shift, as well as a script to help advertisers regain control.
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SEM account management: How to improve account performance
In part two of his three-part series on SEM account management, contributor Ted Ives discusses how to keep your PPC campaigns running smoothly and performing well.
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What happens when Google pushes into branding and messaging?
As Google elbows its way further into PPC branding, columnist Pauline Jakober discusses the drawbacks of automating tasks that impact messaging and branding.
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A proven method for building a strong PPC account team
What’s the ideal structure for a team managing a PPC account? Columnist Jeff Baum shares the benefits and potential pitfalls of his agency’s “team of teams” approach to account management.
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Three foolproof steps to excellent AdWords ads
With billions of paid search ads delivered each day, it’s imperative to create appealing ad creative customized for the user and context. Luckily, AdWords is designed for just this purpose. Columnist and Googler Matt Lawson explains the simple steps to…
Here’s a script to help manage bids by keyword match type.
Columnist Frederick Vallaeys explains the concept of “stacked bidding” and provides an AdWords script to help monitor your tiered bids.
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10 AdWords ad copy testing ideas you can use right now
Wondering where to begin with ad copy testing? Columnist Jason Puckett shares some ideas to get you started.
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SEM account management: Part 1 — How to avoid getting fired
In the first of his three-part series on how to be a great SEM account manager, contributor Ted Ives discusses some basic mistakes newbies make that could cost them their jobs.
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Should PPC agencies be scared of automation?
Paid search professionals might be nervous about losing their jobs to automation, but columnist Anna Shirley makes the case that PPC automation may actually benefit them.
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3 free AdWords testing tools to adopt today
Columnist Todd Saunders discusses the importance of data-fueled decision-making with regard to ad copy and suggests a few tools to help you test and optimize your search ads.
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Should you bother rewriting your ads?
Rewriting and testing your ad copy may not be the most glamorous way to improve your paid search campaigns, but columnist Jacob Baadsgaard points out that it can be an incredibly effective way to get more bang from your budget.
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The value of search across the modern consumer decision journey
Columnist Christi Olson of Bing shares research on how search fits into the overall buyer’s journey, reaching consumers at all stages in the funnel.
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Sharing is caring: Click share and post-holiday shopping success
Click share is a crucial metric that can help you improve Shopping campaigns. Columnist and Googler Matt Lawson explains what it is and how to improve it.
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A review of free PPC reporting solutions from Google
Columnist Frederick Vallaeys tried out Data Studio to see where it shines and where it might fall short for search marketers.
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7 ways small retailers can compete with retail giants using Google Shopping
Think you’re too small to benefit from Google Shopping campaigns? Think again! Columnist Andreas Reiffen has some advice for smaller retailers looking to improve their Product Listing Ads.
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Keeping an eye (or three) on your AdWords competitors
Columnist Daniel Gilbert of Brainlabs unleashes another AdWords script — this time helping you keep track of what your competitors are up to.
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Dos and don’ts of PPC advertising for universities
For those in the higher education vertical, columnist Pauline Jakober provides tips for making the most of your paid search campaigns.
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How to write PPC text ads in 2017’s sophisticated environment
There are now so many ways to customize your search ads that optimization can seem complex. Columnist Matt Umbro discusses which components are likely to make the biggest impact on your CTR and conversion rates.
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How to use psychological principles to improve ad copy
Columnist Jason Puckett explains how you can apply knowledge about human behavior to improve ad copy and increase click-through rate.
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