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.

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A Tale of Two Cookies

Apr 11, 2014 - Although many marketers rely heavily on cookies, they aren't always the best way to measure and manage campaigns. But what will replace the cookie in the marketing ecosystem? Comments

How the Top 5 Brands Are Using Paid Search Ads

ppc Apr 9, 2014 - A look at how five of the world's most valuable brands are utilizing pay-per-click (PPC) search strategies, and what you can learn from their successes and shortcomings. Comments

#CZLNY: 5 Ways to Improve Your Paid Media Campaigns

paid-media Apr 8, 2014 - Here are five tips for optimizing your paid media results, shared by Lisa Raehsler, founder of Big Click Co, at her ClickZ Live New York session. Comments

#CZLNY: 5 Spying Strategies You Can Use Today to Dominate Your Competition

shutterstock-138707504 Apr 3, 2014 - According to panelists at ClickZ Live New York this week, brands must start with keywords first before implementing competitive monitoring. Brands must also figure out who their competition really is, what they care about, how they’re performing, and how they are achieving that performance. Comments

#CZLNY: Smarter Ad Copy Testing: What Makes People Click?

clicks Apr 3, 2014 - Building off the "Mastering the PPC Challenge" session at ClickZ Live New York, a look at what makes people click, big picture decisions that affect ad copy, and how to take action. Comments

Display Media Bots? (5 Ways to Double Down on Search)

robots Mar 28, 2014 - Here are five great ways to deploy budgets to PPC search that are currently allocated to display advertising and may be victim to the bot impression and click traffic. Comments

Ever Wanted to Advertise on Tumblr?

tumblr-adsense Mar 21, 2014 - A look at the advertising options on Tumblr, including working with a Tumblr sales rep or going through the Google Display Network. Comments

Why I Hate Ad Extensions

get-offers-adwords-ad-extension Mar 18, 2014 - Although there are endless touted benefits to ad extensions, here is a look why they may not be all they're cracked up to be, with 11 detailed reasons. Comments

Yahoo Gemini (Plus 6 Reasons Your Mobile Strategy Matters)

yahoogemini Mar 14, 2014 - As Yahoo prepares to launch its Gemini platform, marketers must take the time to revisit their mobile advertising and marketing strategy. Here are six initiatives and strategies to take your business to the next level. Comments

How to Make a Winning PPC Campaign With $1,000 and 3 Hours of Work

PPC Mar 12, 2014 - While I would generally not advocate creating a pay-per-click (PPC) campaign without strategy, research, and planning, sometimes a quick solution is in order. Whether for a small business or a special promo, it may just make sense to get something up and running - and fast! Comments

Data Hiding in Plain Sight: Using Real-World Data for Marketing Success

big-data-world Mar 6, 2014 - What happens when you lift your head from the deep detail dive to find answers in the real world? New tools and creative uses of data help us to model the real world within search campaigns, and maybe predict your best converting moments. Comments

6 Reasons Why Search Clicks Are Undervalued

search-marketing-1 Feb 28, 2014 - Although many think that paid and organic search clicks have been overvalued, the truth is that much of the value of search marketing - and search clicks - isn't acknowledged at all by most marketers. Comments

LinkedIn Sponsored Updates: Something Actually Worth Paying For

linkedin-logo Feb 21, 2014 - If you've ever tried regular ads on LinkedIn, even with detailed audience targeting, then you've felt that black hole feeling of advertising on LinkedIn. So a warm welcome to sponsored updates! Comments

Do "Suspicious Minds" Make the Best PPC Managers?

PPC Feb 20, 2014 - It's important to adopt the proper balance between an expansionary approach and a stance of vigilance. In the right proportion, the "suspicious mind" is a sharper campaign manager than the pure optimist, or the "laissez-faire" thinker. Comments

5 Reasons the Unified Dashboard Will Fail

content-marketing-dashboard Feb 14, 2014 - Many in the marketing ecosystem have pondered the value and inevitability of the unified marketing dashboard, but here are five obstacles that could be the most challenging to its adoption and success. Comments

5 Steps to the Ultimate PPC Mobile Campaign

ppc-icon Feb 12, 2014 - Here are five tips for organizing and planning your next mobile PPC strategy, including assessing the opportunity and intent, creating a friendly landing page, and following up. Comments

Get Schooled: Best Word Choice for Education PPC Ads

education-bingads-all-devices Feb 6, 2014 - A detailed analysis of how word choice in education pay-per-click ads can impact campaign success, with a look at performance across PCs, mobile, and tablets. Comments

Budget Allocation Within and Across PPC, SEO, and Content

budget-money-jar Jan 31, 2014 - Put in place a process to understand how hard each form of marketing is working for you, how much it costs to ramp up that form of marketing, and how each form can change the behavior of your clients. Comments

Kenshoo Strengthens Asia Presence as Global Advertisers Increase Search Spend in China

kenshooreport Jan 28, 2014 - Global advertisers are increasing search spend in China, but so are Chinese gaming companies tapping Kenshoo's search and social to reach audiences overseas. Comments

Shift to Digital Drives Sales for SF Bay Area Scion Dealers

scion-shutterstock-98140868 Jan 28, 2014 - Traditionally minded Scion car dealers in the San Francisco Bay Area found upticks in leads thanks to new targeted digital campaigns. Comments

PPC for Start-Ups

startup-lightbulb-man Jan 24, 2014 - A breakdown of three different ways start-ups often use PPC to acquire new customers and a look at which ones have proven to be the most successful. Comments

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