Improve the effectiveness of your paid search advertising program on Google, Bing, and emerging platforms. In this column, learn about changes in bid management tactics and other trends in paid search and pay-per-click (PPC) advertising – and what they mean for your digital marketing program.
Apr 5, 2013 - We can still prevail over competitors if we follow strong hunches about the vulnerabilities of Quality Score and the effects of the overall formula on rank and CPC. Comments
Apr 4, 2013 -
What makes an ad engaging or compelling? What combinations of messages drive the best performance and quality?
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Apr 2, 2013 -
Try one or some of these combinations in Google AdWords to find the optimal formula for small business.
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Mar 29, 2013 -
Convergence, mobile search, big data, and attribution were some of the hottest topics at SES New York.
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Mar 22, 2013 -
Yes, there are drawbacks to the loss of some granularity in Enhanced Campaigns, but right now, I'm finding more wins than losses.
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Mar 15, 2013 -
Cut back on keywords, cut smartphone spend, and make sure you have your engine mix right if you want to please the bean counters and avoid a slice in your PPC budget.
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Mar 8, 2013 -
Think about your business and customers, ask how they're impacted by tax refunds, and then determine where tax season fits into promotional calendars.
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Mar 5, 2013 -
Get ready to start on fresh campaigns in AdWords with these eight new goals.
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Mar 1, 2013 -
A look at Google Enhanced Campaigns' influence on CPC inflation and other factors causing click prices to rise.
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Feb 22, 2013 -
As Google rolls out Enhanced Campaigns, many advertisers are petrified that prices will rise.
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Feb 15, 2013 -
Why you should set up a new campaign to start learning and experimenting with the new Enhanced Campaigns system.
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Feb 12, 2013 -
The share of paid-search clicks from mobile devices rose around the world in 2012, and people are more engaged with search results when they're mobile, according to a new report from Marin Software.
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Feb 5, 2013 -
PPC won't make you taller and five other myths about PPC advertising.
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Feb 1, 2013 -
The results of recent investigations into our industry will have a direct or indirect impact on our strategies and tactics.
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Jan 18, 2013 -
If the new Facebook search functionality takes off, you may have to maintain a completely different set of keywords and strategies for Bing because of its Facebook integration.
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Jan 16, 2013 -
The report finds global paid search spend was up 18 percent in 2012.
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Jan 11, 2013 -
Learning better decision-making by understanding basic statistics. Part one in a two-part series.
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Jan 8, 2013 -
Start with an organizational top-down approach to determine how goals at each level can be accomplished through PPC this year.
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Jan 4, 2013 -
As CPCs rise, as the traffic mix becomes more "mobile," and as new Ad Extensions are rolled out across Bing and Google AdWords, you may find it helpful to heed some 2013 PPC search advertising resolutions.
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Dec 28, 2012 -
Quality Scores on tough keywords are not a judgment that you've failed, they're simply benchmarks of intent matching. Part two in a two-part series.
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Dec 26, 2012 -
Why do people care so much about click-through rates?
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