Category: Google: SEM

Hidden PPC traffic killers

If a pay-per-click (PPC) account and the advertiser’s business model are functioning reasonably well, we often find that a business owner becomes heavily dependent on the PPC channel. “Max the volume!” and “We’re down from last year, I’m very worried”...

/ May 18, 2018

Improving e-commerce text ads with ad customizer data feeds

While shopping ads are arguably the most important form of Google advertising for e-commerce accounts, you’re missing an opportunity if you ignore regular search ads. Text ads for specific product searches still take up a lot of real estate and...

/ May 14, 2018

Driving calls with PPC: 5 mistakes most search marketers make

Most search marketers want the same thing out of their pay-per-click campaigns: driving conversions up and cost per conversion down. Things get a little more complicated when the goal of your PPC spending is to drive calls to your business....

/ May 14, 2018

Look Ma, no keywords! Phrase-free AdWords campaigns are here

Some brick-and-mortar advertisers logged into accounts in late February to find new campaigns named “Local Search Ads Experiment Campaign” populated in AdWords. Google has confirmed that these campaigns are currently running for select advertisers only and promote verified business locations in local search...

/ May 2, 2018

How to use good ol’ PPC to support fun and creative branded content

Branded content and pay-per-click (PPC) aren’t ordinarily included together in the same section of a digital media plan, but there are definite synergies between these two marketing disciplines. One way to increase the efficiency and profitability of a PPC budget is...

/ May 2, 2018

Are your ads pointing to the right domain? Here’s a script to find out.

Standards are high for PPC superheroes, and even the best of us can make a mistake. Luckily, there’s a perfectly easy way to deal with human error: automation! I’d like to share a script that will help you stay on...

/ April 17, 2018

Dynamic Search Ads are for amateurs or superheroes

So, machine learning in AdWords is great and definitely the future. But Dynamic Search Ads? Not so much, in my opinion. In this column, I would like to talk about Dynamic Search Ads (DSAs), which are generally for people new...

/ April 12, 2018

The new Google AdWords interface is coming soon. Are you ready?

Google is gradually rolling out a new AdWords user interface. Word has it this change will be complete and available to everyone sometime in the first half of 2018. Many of us using the new interface have been asking questions...

/ April 10, 2018

Four ways to remain productive when the AdWords interface changes

The new AdWords interface is creating quite a stir in the PPC industry because, while it’s pretty, it’s disrupting the work of lots of PPC professionals. A Mona Elesseily says, “[T]his is a workhorse for many of us, not a...

/ April 3, 2018

No search volume? No problem! 3 ways to improve low-traffic AdWords campaigns

Search volume is the foundation of most successful AdWords campaigns. After all, if you’re bidding on a keyword that gets 10,000 searches per month and you have a 5 percent click-through rate, a 10 percent conversion rate and a 20...

/ April 2, 2018