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.

googleadwords

To Affinity and Beyond

Oct 17, 2014 - The addition of Google AdWords' custom affinity audiences allows marketers to target their audience even more specifically. Are you utilizing this tool? Comments

Rethinking Keyword Attribution: A Big-Picture Approach

attribution Oct 16, 2014 - Current attribution models often provide an inadequate prediction of future success. Here's a new way of looking at keyword attribution that may just change all that. Comments

3 PPC Fails That Can Hurt Your Brand

ppc-icon Sep 29, 2014 - While best practices are often viewed as simply ways to maximize performance and profit, if ignored they can also seriously harm your brand, especially when it comes to PPC. Comments

Marketing Trends to Watch and Apply to PPC

PPC Sep 25, 2014 - If you are able to take current digital marketing trends and apply them specifically to your pay-per-click (PPC) efforts, you will give yourself a boost over your competitors. Comments

Amazon and Google: Friends, Enemies or Frenemies?

shutterstock-140244619-1 Sep 18, 2014 - Reports show Amazon is Google's biggest search advertiser, but the online retailer is reportedly developing its own ad program to rival Google AdWords. Comments

Words That Work for the Holiday Travel Season

Travel Sep 18, 2014 - Here are some ad copy tips that will help drive searchers to click this winter holiday season. Comments

Bing Ads Enhances Geo-Targeting and Ad Scheduling

Bing Ads Sep 15, 2014 - Bing Ads' updates to its location targeting tools will help advertisers deliver more relevant ads. Comments

Sculpting PPC Success

scultping-ppc Sep 5, 2014 - Building a successful pay-per-click (PPC) campaign can sometimes be viewed as "sculpting" in the sense that you need to chip away at the parts that won't help you achieve your conversion goals until you are left with a strategy that works. Comments

Callouts for AdWords Offer More Space for Advertisers

google-paid-search Sep 4, 2014 - The new feature gives marketers more space to promote their products and separate themselves from competitors. Comments

What Makes an Expert – the Art and Science of PPC

eforum-expert Sep 1, 2014 - While the definition of a PPC expert may differ depending on who you ask, there are some basic characteristics that most everyone can agree upon. Comments

AdWords' New HTML5 Feature Makes It Easier to Create Mobile Content

manytablets Aug 29, 2014 - Now, Google AdWords users can create HTML5 content for mobile using Google Web Designer and upload directly to Google Display Network campaigns. Comments

Is the New Amazon Ad Platform the Next "Google Killer"?

No Google Aug 29, 2014 - Amazon's new ad platform, Amazon Sponsored Links, could have a huge impact on the pay-per-click (PPC) advertising world. What will this mean for marketers? Comments

Mozilla Introduces Sponsored Tiles on Firefox Nightly

Mozilla Firefox web browser logo Aug 28, 2014 - As Mozilla prepares to launch Sponsored tiles across Firefox channels, the company also says it remains committed to trust and transparency. Comments

10 Tips for Winning With Bing Product Ads

Bing Ads Aug 21, 2014 - The Bing Product Ads marketplace is still developing, so here are 10 tips to help you succeed, including advice on setting up for success, optimization, and a look at what's coming. Comments

Pimping Out Google Review Features for AdWords

consumer-rating Aug 15, 2014 - A look at several of the Google AdWords extensions, ratings, and review services available, including what they do, where they come from, and how they can help your marketing efforts. Comments

Mastering the PPC Challenge: Break-Even CPC and More [#CZLSF]

PPC Aug 14, 2014 - At the "Mastering the PPC Challenge" session at ClickZ Live San Francisco, we covered one of the biggest challenges for PPC marketers: getting on top and staying there. Comments

Quality Score, We Hardly Knew Ye

quality Aug 8, 2014 - There has been much confusion about the changes to Google's Quality Score. Here's a look at how things have changed, how they've stayed the same, and what marketers should do going forward. Comments

10 Paid Search Optimization Tactics to Improve ROI

search-marketing-1 Jul 30, 2014 - Here are 10 tips, all applicable to both AdWords and Bing, to help you get the most of out of your paid search campaigns in order to maximize your return on investment. Comments

Get Vertical-Specific With PPC Timing and Device Targeting

photo of a hand holding crosshairs Jul 24, 2014 - A one-size-fits-all approach to campaign timing and device targeting just won't work in this day and age. Marketers need to get specific and refine their PPC campaigns by vertical, device, and time of day. Comments

Get Hired in PPC: Tips to Get Your Foot in the Door

ppc Jul 18, 2014 - Here are four tips for getting your foot in the door of the PPC world, whether you have any PPC-specific experience or not, including securing an internship, getting your Google AdWords certification, and taking courses online. Comments

Be a Smart Client, and Make Your PPC Agency Work Harder

ppc-icon Jul 8, 2014 - Don't just sit idly by while your PPC agency works. Here are five things you should ask your agency about your PPC campaigns. Comments

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