How to use demand generation channels to effectively expand your reach
As Q4 approaches, it’s crucial that you plan to capitalize on all the traffic that comes with it. To continue to scale, you need to effectively get in front of audiences that aren’t yet interested – but could be! – in your service/product. That’s where demand generation comes in.
What SEOs need to know about Baidu in 2017
Interested in breaking into the Chinese search market? Columnist Hermes Ma shares some recent Baidu updates, along with SEO advice for those trying to rank in the Chinese search engine.
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An integrated approach: From SEO to PPC and beyond
Columnist Chris Liversidge shares highlights and insights from two industry events where integrated search marketing was a hot topic this year.
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Competitive analysis: Making your auction insights work for you
Columnist Amy Bishop shares tips for identifying actionable takeaways from your AdWords auction insights data.
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Amazon vs. search: Why you shouldn’t put too many eggs in one shopping basket
Where should retail marketers focus most of their time and effort: search or Amazon? Columnist Purna Virji shares data from an analysis of shopper behavior and the findings may surprise you.
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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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Google Search User Click Data Used in AI Models
According to some reports of a talk in Canada, Google may be using click data in search rankings, although it’s not entirely clear as there are indications it’s used in AI models, and not directly
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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.
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Google to provide depression self assessment directly in search
Google will be be showing the PHQ-9 depression self-assessment directly in search
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Optimized store landing pages: An important part of local search strategy
How can brick-and-mortar stores improve the online experience for both users and search engines? Columnist Tony Edward says the key lies in strong local landing pages.
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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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Developing YOUR audience targeting strategy
Columnist Christi Olson digs into how remarketing can be used create, shape and target the most important online audience in the world: yours.
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