Marketing News & Expert Advice
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Paid Search
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.
Attribution and View-Through Search Conversions
Factoring offline search stimuli into an attribution model.
The New Social Considerations for PPC for Online Businesses
It's key to keep advertising initiatives integrated with your general social networking presence.
Google AdWords for Video Improves YouTube Targeting
Aims to bring analytical power of paid search to video content.
Google AdWords Video Launches, Facebook Misses Q1
Keeping track of changes in search and social.
Match Type Mayhem: Did AdWords Just Exit the High Road?
Yet another AdWords setting you should consider opting out of: "improved" phrase and exact match.
Google CEO Douses Acquisition Talk
Tech giant's Q1 earnings call reveals $10 billion in ad sales, as CPC falls again.
Display Ads All Grown Up
Five new powerful display advertising options in Google AdWords.
Goodbye Keywords? Google Gets Semantic
If Google and Bing get good at semantic search, we may actually see a shift back to natural language search queries.
Managing to Metrics: 3 Pitfalls
How campaign managers are tackling bid automation today.
Does LinkedIn Have an Invalid Click Problem?
Just like with PPC search, you have to be aware of the issues of click quality on your social platforms.
Spending on Digital Ads Fell Sharply in Q4
Search and display investments both fell about 6 percent.
3 Reasons Companies Don't Have a Mobile PPC Ad Strategy
How to overcome what may be holding you back.
9 Reasons to Outsource PPC Search Marketing
Is search marketing a core competency at your company? It may not be.
3 AdWords Foibles That Are (Still) Costing You Money
Why are so many advanced features being added to AdWords, while basic fixes to workflow that affect testing and targeting are not being fixed?
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