Category: Column: Paid Search

Google is right; click-through and conversion rates kinda don’t matter

Last month I wrote extensively on the seeming lack of meaningful click-through rates (CTR) growth following the implementation of Google expanded text ads (ETA), despite Google’s own assorted case studies showing meaningfully higher CTR with expanded text ads compared to...

/ September 18, 2018

Keyword research strategies in a close-variant world

Google once again has disrupted the search marketing community by announcing exact match close variants will now include same-meaning variations. As a result, marketers putting all their chips into exact match keywords will have to shift their bidding, structure and...

/ September 18, 2018

How keyword match types work after the new close match variants change

As reported here on Search Engine Land last week, Google is in the process of further broadening the meaning of ‘exact match’ keywords. Based on a 2014 change, these keywords could already be expanded to include singular, plural and misspellings of...

/ September 13, 2018

Find anomalies in your campaign spending with this Google Ads script

Have you ever had a campaign spend a touch more than expected and taken a too long to spot it? No one likes to catch their campaigns underspending, let alone overspending, but even pay-per-click (PPC) superheroes aren’t entirely infallible. If...

/ September 7, 2018

Avoid the 8 most common pitfalls of automated bidding

Last week, I wrote that no one should do manual pay-per-click (PPC) bidding in this day and age. But that doesn’t mean you can just flip an automated bidding switch on and head for the beach. In fact, automated bidding...

/ September 6, 2018

Marketing Day: New Twitter rules, Google Assistant expands reach, Facebook video ads & more

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web. From Marketing Land: Twitter to enforce new rules around issue ads starting September 30 Aug 30, 2018 by Amy...

/ August 30, 2018

There is no reason to manage bids manually

Bid management is not traditionally thought to be part of a marketing job so why do so many search marketers manage a handful of bids? How did bid management creep into the job description? I believe the task rose out of...

/ August 30, 2018

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