What the data tells us about the death of exact match and its impact
Following Google’s recent changes to exact match in AdWords, many search marketers were concerned about the impact on their accounts. Now that it’s been a couple weeks, columnist Aaron Levy digs through his client data to see whether advertisers’ fears…
Paid search analytics: What treasures are hiding in your data?
Setting up paid search analytics may be straightforward, but columnist Jacob Baadsgaard shows that if you aren’t using your data effectively, you may be missing out on major opportunities to improve your performance.
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How to decide ‘Should I bid?’
Are your paid search ads cannibalizing your organic search traffic? Columnist Kevin Lee explores the problem of determining when it’s worth it to bid and when it’s better to let organic do the work.
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SEM account management: Part 3 — How to get more responsibility
Feeling confident in your abilities and looking to take things to the next level? In the final installment in his three-part series on SEM account management, columnist Ted Ives discusses how to get ahead in your career.
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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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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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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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Manufacturing FAQs: The workhorse of content and search marketing
Columnist Dianna Huff explains the benefits of FAQ pages, from improved search rankings to paid search landing pages.
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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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Google’s location tracking is better now than ever before
Columnist Andy Taylor notes that Google has improved its ability to track search traffic at the ZIP code level, which is good news for advertisers who employ granular geographic targeting.
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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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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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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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