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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Words That Work for the Holiday Travel Season

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

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

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

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

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

PPC Reboot: Planning for Fall and 2015

ppc Jul 2, 2014 - Now that we've passed the halfway mark of 2014, it's time to start prepping for the fall and the start of 2015 when it comes to your pay-per-click (PPC) marketing strategies. Comments

Search Trends Vary by Device During Different Times of Day [Study]

search-marketing-1 Jun 26, 2014 - A recent study by Bing looks at how search trends vary across different devices throughout the day. How can you use this information to adjust your campaigns? Comments

Bing Product Ads: Early Returns

Bing Product Ads Bouquet Jun 20, 2014 - Just a few months after the launch of Bing Ads' Product Ads, a look at things to watch out for and consider when setting up your own accounts. Comments

5 Common PPC Keyword Bidding Errors

ppc Jun 13, 2014 - There is a lot more to bidding, keywords, queries, Quality Score, and overall prioritization of effort in a PPC account than initially meets the eye. Thinking in multiple dimensions is a must. Comments

Google Shopping Replaces Old-School PLA Management

Google Shopping Campaigns Jun 6, 2014 - Don't drag your feet on upgrading to Google Shopping Campaigns. Once you've upgraded to the new system, you'll wonder why you didn't do it sooner. Comments

5 Summer Time-Savers for Managing PPC

time-saver Jun 4, 2014 - There are several features in both Google AdWords and Bing Ads that can not only save time, but also improve efficiencies across the board. Comments

Father’s Day, Steakhouses, and Getting Your Timing Right

timing-is-everything May 29, 2014 - When is the best time to capture the audience that's ready to spend money for Father's Day, and what are they looking to buy? Comments

Estimating the Importance of Google's Conversion Estimator

conversion-funnel-strategies May 23, 2014 - Google's Conversion Estimator for AdWords gives marketers a better way to understand the way conversions happen in the multi-device, multi-screen marketing environment. Comments

Content Promotion: PPC or Link Building?

content-promotion-bullhorn May 16, 2014 - There are many services out there that promise to promote your content to a broad audience. Here's a rundown of some of the available options. Comments

Can You Hit Google’s Knuckleball?

google-knuckleball May 16, 2014 - While Google does throw many "knuckleballs" at marketers, there are several "fastballs" in there, too, if you know where to look. Comments

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