Category: Channel: SEM

A kickback stampede: Why Google’s EU comparison shopping program may carry risk

Cast your mind back to June 2017. The birds sang, the sun shone and Google received a record-breaking fine of €2.4 billion ($2.8 billion). But why, exactly? In a verdict that provoked differing opinions, European Union (EU) regulators ruled when...

/ August 30, 2018

Why more automation from Google Ads is good for tool makers and PPC careers

We’re now all adjusting to the new interface of Google Ads. Change at what was formerly called AdWords is constant, and some of the biggest adaptations we’ll need to adjust to may still be in store. Google keeps moving toward...

/ August 21, 2018

Expanded phrase match negatives: A script for misspellings

As paid search specialists, our strength lies in our ability to exert control over our keyword targeting. Every month or so, there are new threats to this control. We must be strong in battling this pay-per-click (PPC) kryptonite. We must...

/ August 17, 2018

The Google expanded text ad CTR lift that never was

Responsive search ads (RSA) are the hot paid search topic of the day. They give advertisers the ability to provide Google with up to 15 headlines and four descriptions that Google can then mix and match in testing for the...

/ August 17, 2018

Are you holding your funnel accountable?

Funnels are all the rage these days. Everyone and their brother are ready and waiting to sell you a funnel. Just recently, I was at a baseball game, and I swear the peanuts guy was walking up and down the...

/ August 17, 2018

15 questions to ask yourself before publishing a new landing page

Landing pages are an important part of most online marketing campaigns. They are a great way to tailor the page that people see after clicking on your ad to your target audience and actual ad content. Unfortunately, while there are...

/ August 16, 2018

Forget me not: 3 steps to make your PPC ads more memorable

What makes some ads stick in your mind, while others are instantly forgotten and relegated to the trash heap of online noise we’re exposed to every day? Have the memorable ad creators simply struck it lucky? Have the others taken...

/ August 15, 2018

Analysts say Amazon’s advertising business will surpass AWS by 2021

For the past few years, Amazon’s ad business has often been talked about as a sleeping giant. Well, the giant is awake and ready to stretch out. Amazon’s advertising business is just getting going, say analysts. A note to investors...

/ August 14, 2018

Structuring paid search campaigns: Segmentation vs. aggregation

Structuring paid search campaigns can be an iterative and subjective process, and the path to an “ideal” structure is often paved by best practices and tactical preference. The ultimate goal, however, is achieving a structure that allows for optimal end-user experience while rapidly...

/ August 10, 2018

Ramp Up Your Amazon Ad Game: 5 tips for success

Amazon has emerged as the primary purchase channel of the US consumer. Nearly two-thirds of US households have Amazon Prime, and a whopping 92 percent of people who begin their purchase journey on Amazon buy on Amazon. But do you...

/ August 8, 2018