Category: Channel: SEM

Improving PPC relevance with ZIP code-based geotargeting

If a company has multiple brick-and-mortar locations within a city or metropolitan area, this can create challenges in advertising overlap, self-competition and ad relevance. This article will focus on lessons learned to manage a pay-per-click (PPC) program for a dental...

/ May 21, 2018

Parallel tracking offers a page-speed improvement for AdWords advertisers

While it’s critical for advertisers to measure and track the traffic driven from their ads, there’s always been something of a tradeoff because the technical processes involved could slow down page-loading time. Now, with this week’s parallel tracking announcement, this...

/ May 21, 2018

Ask the #SMXperts series — B2B SEM: Meeting challenges with smart tactics

The Ask the SMXpert series continues the question and answer (Q&A) segment held during sessions at Search Marketing Expo (SMX) West 2018. Today’s Q&A is from the B2B SEM: Meeting Specific Challenges With Really Smart Tactics session with Sana Ansari,...

/ May 18, 2018

Pause underperforming ads with this updated AdWords script

It’s no secret that split (A/B) testing is an essential part of a successful AdWords campaign. I’m a big advocate of scientific testing, and it is a core part of how my company, Brainlabs, approaches paid search campaigns. Some time...

/ May 18, 2018

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

Beating remarketing addiction and testing for incremental value using Google Analytics

Pay-per-click (PPC) managers love remarketing. At first glance, this makes perfect sense, as it enables marketers to easily improve their return on advertising spend (ROAS) numbers. But is it really money well spent? Recently, we performed an audit for a...

/ May 17, 2018

Ask an #SMXpert: LinkedIn ads and search — The ultimate knockout punch

The Ask the SMXpert series continues the question and answer (Q&A) segment of sessions held at Search Marketing Expo (SMX) West 2018. The following Q&A is from “Using Search Ads and Social to Deliver The Ultimate Knockout Punch” with AJ...

/ May 17, 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

Improve paid search lead-gen with cohort analysis

When reporting paid search results, business to business (B2B) marketers often field a few recurring questions from stakeholders, clients, or internal teams: “Why am I seeing an influx of search clicks and leads, but no opportunities or closes?” “We spent...

/ 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