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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High-level search marketing: How to keep your momentum from the holiday season going
Businesses tend to have a huge marketing push right before, and often during, the holidays, but often times these marketing campaigns fizzle out after the new year. Here’s how you can keep up the momentum on your marketing efforts in 2018.
The 2018 guide to B2B Sales, Part 1: Demand gen and demand capture
If you’ve ever made the switch from B2C or ecommerce to B2B marketing, you know there’s a world of difference. B2B offerings … read more
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.
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How much will privacy regulation disrupt the local search market in 2018?
Columnist Wesley Young covers a growing storm of events that are likely to culminate in substantial regulatory change and analyzes the impact that can have on the local search industry.
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Artificial intelligence and machine learning: What are the opportunities for search marketers?
The explosion of big data has meant that humans simply have too much data to understand and handle daily. For search, content and digital marketers to make the most out the valuable insights that data can provide, it is essential to utilize artificial intelligence (AI) applications, machine learning algorithms and deep learning to move the needle of marketing performance in 2018.
A year in review: Search Engine Land’s top 10 columns of 2017
We conclude our year-in-review series by calling out our most popular columns of 2017, which covered subjects ranging from technical SEO tips to local search updates and more.
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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…
Unique international trends require a unique marketing approach
Trends and interests change from one market to another, so why do so many advertisers apply the same approach across markets? Columnist Brendan McGonigle shares Yandex’s top search trends of 2017.
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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 …
Take our Holiday Retail Survey & let us know how your search marketing strategy changed this year
Survey results will be shared during the “Holiday Retail Search Strategies” webcast on January 18.
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Supercharge your email marketing with Google AdWords
Columnist Todd Saunders explains how to use AdWords Customer Match to nurture your email marketing leads at various stages in the funnel.
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The vicious cycle of ROAS targets is killing your business
While many companies focus on return on ad spend (ROAS) as their primary KPI for search, columnist Andreas Reiffen believes that ROAS targets can often inhibit growth and new customer acquisition.
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Killer demand gen strategy, Part 3: Facebook advertising
If you’ve been keeping up with this series, you’ve got your audience defined and designed creative to match. You’ve constructed smart Google Display Network campaigns to get those users pouring into your funnel. Now let’s talk some of the most powerful targeting capabilities of all.
Google’s latest SERPs updates for December 2017
Google’s latest SERPs update and report for December 2017 shows, as usual, November is a busy month, and December quietens down.
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Google’s latest SERPs updates for December 2017
Google’s latest SERPs update and report for December 2017 shows, as usual, November is a busy month, and December quietens down.
read more
Is holiday paid search more competitive in 2017 than 2016?
Columnist Andy Taylor explores year-over-year Auction Insights data from AdWords, revealing insights into this year’s holiday paid search landscape.
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Which PPC metrics matter? Lessons from half a million keywords
Columnist Jacob Baadsgaard shares insights from a study looking into how various paid search metrics correlate with return on investment (ROI).
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The importance of targeting branded searches
Though many search marketers focus primarily on non-branded searches, columnist Thomas Stern believes it’s crucial to invest in a branded search strategy.
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