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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.

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12 Hidden Pitfalls in PPC Campaign Automation

Andrew Goodman  |  Paid Search

May 17, 2013 - A completely automated approach to marketing will cause your analytical abilities and corporate capabilities to atrophy, so getting the mix right is important. Comments

Topics in Search:

Kevin Lee  |  Paid Search

As the Buy Funnel Evolves, Here Are 4 SEM Metrics You Should Consider

conversion-funnel-strategies May 10, 2013 - If you're not factoring in SEM's ability to generate awareness and influence eventual purchase behavior, your chances of gaining access to branding budgets is slim. Comments

John Gagnon  |  Paid Search

5 Free Excel Add-Ins to Help Digital Marketers Decipher Big Data

geoflow-excel-visuals May 2, 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

Kevin Lee  |  Paid Search

PPC for B2B on LinkedIn, Twitter, and Facebook

ppc-icon Apr 26, 2013 - As we move into social media, the additional targeting options available within LinkedIn and Facebook can provide benefits that search marketing alone can't deliver. Comments

Kevin Lee  |  Paid Search

Rethinking Mobile Search in Light of New Data From Google/Nielsen and Pew

google-research-deck Apr 12, 2013 - Mobile search is clearly having a very disruptive impact on brick-and-mortar retailers, and yet these same retailers are under-investing in mobile because the proof is hard to come by. Comments

Andrew Goodman  |  Paid Search

Can Quality Score Be Gamed?

largenewgooglelogofinalflat-a Apr 5, 2013 - We can still prevail over competitors if we follow strong hunches about the vulnerabilities of Quality Score and the effects of the overall formula on rank and CPC. Comments

John Gagnon  |  Paid Search

Applying Big Data Insights to Ad Copy Strategy: Travel Edition

top-performers-bing-ads-ad-copy Apr 4, 2013 - What makes an ad engaging or compelling? What combinations of messages drive the best performance and quality? Comments

Lisa Raehsler  |  Paid Search

Tips to Streamline Google AdWords for Small Business

largenewgooglelogofinalflat-a Apr 2, 2013 - Try one or some of these combinations in Google AdWords to find the optimal formula for small business. Comments

Kevin Lee  |  Paid Search

Four Paid Search Takeaways From #SESNY

ses-ny-efectyv Mar 29, 2013 - Convergence, mobile search, big data, and attribution were some of the hottest topics at SES New York. Comments

Andrew Goodman  |  Paid Search

2 Big Wins With Enhanced AdWords Campaigns

enhanced-campaigns Mar 22, 2013 - Yes, there are drawbacks to the loss of some granularity in Enhanced Campaigns, but right now, I'm finding more wins than losses. Comments

Kevin Lee  |  Paid Search

6 Ways to Survive a PPC Budget Sequestration

budget-cuts Mar 15, 2013 - Cut back on keywords, cut smartphone spend, and make sure you have your engine mix right if you want to please the bean counters and avoid a slice in your PPC budget. Comments

John Gagnon  |  Paid Search

Why Marketers Should Care About Tax Refunds

tax-refund Mar 8, 2013 - Think about your business and customers, ask how they're impacted by tax refunds, and then determine where tax season fits into promotional calendars. Comments

Lisa Raehsler  |  Paid Search

AdWords Enhanced Campaigns: New Campaign Checklist

enhanced-campaigns Mar 5, 2013 - Get ready to start on fresh campaigns in AdWords with these eight new goals. Comments

Kevin Lee  |  Paid Search

5 Ways You Pay More for Google Clicks

largenewgooglelogofinalflat-a Mar 1, 2013 - A look at Google Enhanced Campaigns' influence on CPC inflation and other factors causing click prices to rise. Comments

Andrew Goodman  |  Paid Search

The Great Enhanced Campaigns War of 2013: The Surprising Winner

enhanced-campaigns Feb 22, 2013 - As Google rolls out Enhanced Campaigns, many advertisers are petrified that prices will rise. Comments

Kevin Lee  |  Paid Search

Google Enhanced Campaigns and Bid Vectors: Switch Now or Later?

enhanced-campaigns Feb 15, 2013 - Why you should set up a new campaign to start learning and experimenting with the new Enhanced Campaigns system. Comments

Lisa Raehsler  |  Paid Search

Debunking 5 Myths of PPC Advertising

ppc-icon Feb 5, 2013 - PPC won't make you taller and five other myths about PPC advertising. Comments

Kevin Lee  |  Paid Search

5 Reasons Search Marketers Should Watch the Regulatory Landscape

anonymous Feb 1, 2013 - The results of recent investigations into our industry will have a direct or indirect impact on our strategies and tactics. Comments

Kevin Lee  |  Paid Search

Facebook Graph Search Taps People Power

facebook-graph-search Jan 18, 2013 - If the new Facebook search functionality takes off, you may have to maintain a completely different set of keywords and strategies for Bing because of its Facebook integration. Comments

Andrew Goodman  |  Paid Search

Building the Anti-Fragile PPC Campaign

ppc-icon Jan 11, 2013 - Learning better decision-making by understanding basic statistics. Part one in a two-part series. Comments

Lisa Raehsler  |  Paid Search

How to Plan PPC Advertising for the New Year

ppc Jan 8, 2013 - Start with an organizational top-down approach to determine how goals at each level can be accomplished through PPC this year. Comments

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