Paid Search Column
Google testing list format for AdWords enhanced sitelinks
The test displays four enhanced sitelinks with a smaller font size used in the links....
Reach & Frequency: The Forgotten Dimension Of GDN On AdWords
The Reach and Frequency report lives under the Dimensions tab in AdWords; yet this information often gets overlooked in favour of analysis on...
Should You Be Bidding On Your Brand Terms For Your Search Ads?
While many advertisers have bought into the idea of bidding on search terms that include their brand name, there are still plenty of smart...
How To Prioritize Your E-Commerce PPC Campaign Builds
Over the last couple of years, the prioritization of e-commerce PPC campaign builds has shifted dramatically.With the rise of Google Shopping...
Why AdWords Dynamic Search Ads Work Better Than You Think
I have a confession: I used to hate Dynamic Search Ads. I’m sure some of you still do. For my part, I had used them unsuccessfully in a...
The Impact Of Google Display Network Magazine Ads
In May, Google officially launched a new format for text ads on the Google Display Network (GDN) called magazine ads. Have you taken the chance...
eBay’s “Paid Search Is Ineffective” Study Gains Buzz And Skeptics, Again
By claiming that paid search is largely ineffective, eBay has attracted a lot of attention and buzz with media outlets repeating the findings....
A Defense Of Broad Match For SEM
“A Sunday Afternoon on the Island of La Grande Jatte” by Georges Seurat is a renowned work of art that currently sits in the Art...
How A PPC Fraud Ring Impersonated 300+ Advertisers In May 2014
Did you know that your paid search ads are susceptible to the same type of fraud that affects other forms of digital advertising? And...
How To Run Single-Device Only Enhanced Campaigns. It Can Be Done!
When I speak about Enhanced Campaigns, I invariably get an audience question like this: “How can I create single-device campaigns? I know...
Put Big Data To Work To Build Better Search Ads
Not too long ago, if I said “big data” to someone, I got a blank look in return. Now, big data is the topic du jour. People in healthcare,...
7 Conversion Rate Truths That Will Change Your Landing Page Strategy
Much of what marketers have learned about landing page conversion is wrong. Worse, the optimizations promoted across industry blogs, courses and...
Does Google Want to Cut Out AdWords Middlemen?
The launch of Google AdWords and its subsequent rapid growth in the early 2000s helped spawn an entire industry around paid search advertising....
How To Gain Additional Reach In AdWords With Similar Audiences
The “similar audiences” feature has been around for some time now, but this type of audience list is still heavily underused. So,...
Prepare Your PPC Plans For The Search Engines’ Inevitable Pivots
Last week, Google announced some panic-inducing security enhancements, essentially removing search queries in referring URLs for PPC clicks....
6 Steps To Boost The Profitability Of Your SEM Acquisition Program
Imagine that your job is to stand outside a barber shop and bring in new customers. If a businessman with shaggy hair comes walking by, you give...
Not Provided Comes To Paid Search: What Will The Impact Be?
If you’re reading this, you probably already know that Google is making changes that will bring the much-maligned “(not...
Analyzing Paid Search To Maximize Customer Acquisition
Sophisticated marketers think about building business from two different constituencies: new customers and repeat customers. In industry...
How To Get More From Your RLSA Campaigns
Remarketing Lists for Search Ads (RLSAs) has been, in my opinion, the highest impact feature released by Google over the last year! However,...
Drive PPC Revenues By Addressing The Bing Dilemma
In February, comScore released their monthly analysis of the US search marketplace, reporting Google with a 67.6% share of the search market and...