Category: Column: Paid Search

How to use Quora ads for big results in every step of the funnel

It’s been a fast year. Quora Ads just recently celebrated its one-year anniversary since launching to the public. I was lucky enough to get in on the beta in early 2017 and have been a huge fan of the platform...

/ July 9, 2018

How to take advantage of strategic PPC audience targeting

Audiences are the dotted lines that have the potential to connect nearly all of our digital channels. Audiences can help improve performance within a campaign, and they can also help influence strategies in other campaigns, and even in other channels....

/ June 29, 2018

Ask the #SMXpert: Smart B2B SEM Tactics

The following is a continuation of the Q&A segment with moderator Brad Geddes from the “B2B SEM: Meeting Specific Challenges With Really Smart Tactics” session held during Search Marketing Expo (SMX) West 2018. Intro Challenges facing business to business (B2B)...

/ June 20, 2018

How will GDPR affect PPC marketers in the US?

With the introduction of the General Data Protection Regulation (GDPR), search marketers targeting the European Union (EU) have had performance ad capabilities ripped right out from under their feet. Given technical and privacy limitations existing before GDPR, performance marketers may...

/ June 12, 2018

Ask the #SMXperts series — Advanced audience targeting

The “Ask an #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 Advanced Audience Targeting & Management Tactics session with Jillian Nagle and Ben Wood and introduction from moderator...

/ June 8, 2018

5 Google Optimize tests to take AdWords to the next level

Pay-per-click (PPC) advertising often focuses too much on the click. It sounds crazy. The industry is named after clicks, after all, but what happens after a user comes to your landing page is even more important. That’s why the direct...

/ June 5, 2018

The status of Google’s presence in Google Shopping Auctions

As my company (Merkle) reported just a couple of weeks ago, Amazon has exited US Google Shopping auctions for all advertisers that had consistently seen it as a competitor for the last few quarters. While the rationale behind this decision...

/ May 29, 2018

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