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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No.10 Most Read Article of 2013: 5 Free Excel Add-Ins to Help Digital Marketers Decipher Big Data

Dec 25, 2013 - As the volume of data grows by the hour, take comfort in knowing "big data" can be sifted through an interface that you're already familiar with - Excel. Comments

PPC Goes to Cleveland

A British Airways jet in flight Dec 23, 2013 - PPC is still the hardest working channel in advertising. Clients get value they can touch, feel, and take to the bank. PPC gets on the plane. It goes to Cleveland. Comments

Social PPC in 2014: What Will the Future Bring?

shutterstock-145689659 Dec 23, 2013 - Keep your eyes and ears open to social network news, as there are social PPC opportunities everywhere... and they will only grow in 2014! Comments

Five Advanced Geo-Advertising Tips for Paid Search Marketers

globe2 Dec 20, 2013 - Take a look at five areas you may not be thinking of when it comes to using geo-targeting and geographic variables within your paid search campaigns. Comments

2014 Trends: Multiscreen Attribution, Hummingbird, and Mobile [Video]

trends656 Dec 19, 2013 - Josh Bledsoe shares search marketing trends to watch out for in 2014 in this video. Comments

5 Ways to Prep Your PPC Advertising for 2014

PPC Dec 18, 2013 - Take a second look for optimizations and opportunities that can raise your Google AdWords and Bing Ads campaigns to new heights in the New Year. Comments

Major CPG Companies Put More PPC Budget Into Brand Awareness

cpg-ppc-spend Dec 13, 2013 - Consumer packaged goods like toothpaste, soda, and candy are typically sold through a third-party retailer; however, that's not stopping some of the largest brands from using PPC for brand awareness campaigns, according to a new AdGooroo study. Comments

Engage & Impress with PowerPoint: Tips for Digital Marketing Presentations

john-gagnon-iceberg Dec 12, 2013 - Few applications have the capacity for beauty and carnage as PowerPoint. Columnist John Gagnon from Bing shares tips to help digital marketers engage and impress with presentations. Comments

Five Ways To Get Creative in Paid Search Campaigns

shutterstock-157130189 Dec 6, 2013 - Relevance and creativity must extend through the entire consumer lifecycle, from the impression to the sale. It begins with targeting but includes ad message and even landing page creativity. Comments

Twitter Retargeting, in 140 Characters or Less

twitterchango Dec 5, 2013 - The news is finally out, and it's big news: Twitter is entering the programmatic marketing era with the launch of tailored audiences, a new marketing initiative that makes it possible to target Twitter users based on their actions across the Web. Comments

Better Than Finger-Cooking: Ad Testing Tool Use for the Reluctant Artisan

shutterstock-80870002 Nov 27, 2013 - If you're involved in ad testing, give these simple statistical calculators a try and ensure you have the familiarity with mathematical tools and foundations to succeed. Comments

Are Twitter Ads on the Verge of a Feature Development Boom?

john-lee-twitter-ipo Nov 25, 2013 - Given the year Twitter's advertising platform has had, most folks are asking the question: What's next? Columnist John A. Lee shares his predictions for Twitter Ads in 2014. Comments

Top 10 PLA Tips for the Holidays (and Beyond)

shutterstock-160880582 Nov 22, 2013 - PLAs have to potential to make or break your holiday season; with Black Friday and Cyber Monday around the corner, PLA problems and opportunities should be addressed immediately. Columnist Kevin Lee offers 10 tips to help your PLAs perform better over the holidays and beyond. Comments

3 Paid Search Trends to Watch for in 2014

ppc-elements-to-test Nov 20, 2013 - Mobile, conversion and measurement and bidding options will have huge effects on PPC campaigns in the coming year. Are you ready for the paid search landscape in 2014? Comments

Reddit: Social Ads for the More Socially Savvy

subreddit Nov 15, 2013 - Reddit isn't for the faint of heart, but could be a great niche audience to add to your marketing mix and provide some lift outside of the usual text ad and banner and options. Comments

PPC Tips from Bing's Deep Dive Into Travel Verticals Ad Optimization

hotels-heatmap Nov 14, 2013 - Bing shares PPC tips and insight for travel brands from their recent analysis of 150,000 ads running on the Yahoo Bing Network. See how to get in front of high intent travelers this holiday season with the right keyword terms. Comments

#SESCHI: In the Trenches with Big Data and Converged Media

shutterstock-144212905 Nov 8, 2013 - According to buzz at SES Chicago, marketers are moving toward a more holistic way of thinking about media, marketing and devices. Comments

PPC Ad Creative: Follow the Rules, Dammit!

black-friday-checklist Oct 29, 2013 - In PPC, always leave space for continued refinement and new discoveries, but don't take this as carte blanche to deviate from million-dollar-proven rules, just for the sake of idle curiosity. Columnist Andrew Goodman explains. Comments

Quantifying Soft Conversions: How to Leverage the Full Value of Paid Search

conversion-funnel-strategies Oct 28, 2013 - Marketing must focus on the user and their needs, but how can you do that if you're only tracking purchases as conversions? Columnist Jeremy Hull shares three soft conversions you should be using to track user actions. Comments

Five Strategy Changes To Help You Cope with Google’s Ad Rank Change

kevinleegoogle1 Oct 25, 2013 - What should marketers be looking at in the wake of Google's AdWords Ad Rank algorithm update? Columnist Kevin Lee shares 5 tips for advertisers looking to optimize and stay current. Comments

Google Rolls Out AdWords Ad Rank Algorithm Update

Google AdWords Logo Oct 24, 2013 - Google has quietly rolled out an update to its AdWords Ad Rank algorithm, adding ad extensions as a factor in their ad positioning decisions on search engine results pages. Comments

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