Category: Column: Paid Search

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

Stay sharp and relevant with ongoing PPC training

The paid search world continues to grow and evolve at an extraordinary rate. Machine learning and automation are changing how the paid search professional operates. Account managers must be more customer service- and business-oriented than ever before. Being strategically proficient...

/ May 11, 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