You may not expect an aspiring PPC marketer to know HTML5 or JavaScript, but contributor Todd Saunders argues that these skills — among others — are key to being a stellar staffer and to hiring one. Hiring a dedicated pay-per-click marketer is tough. Just about every two- and four-year university in North America offers a […]

In this month’s installment of her series on SEM growth hacks, columnist Lori Weiman explains how advertisers can utilize their affiliates to dominate the SERPs and increase the bottom line. Owning more paid search spots on search results can increase your clicks by 30–50 percent for each additional spot that you occupy. To get this […]

People-based search lets you reach the right people at the exact moment they show intent to buy. That’s huge. But to get the most out of this new discipline, search marketers need to be able to reach more people and try more use cases. This white paper from LiveRamp explains how to do both — […]

AI-generated copy isn’t perfect, but these tools can churn out ideas and inspiration in a matter of seconds. Artificial intelligence-written articles and copy have been around for several years now, but GPT-3 promises to take AI-produced copy to the next level. GPT-3 is Open AI’s powerful autoregressive language model that is capable of generating human-like natural […]

In Part 2 of her two-part series, columnist Amy Bishop continues sharing tips that will help you uncover optimization opportunities within your PPC accounts. Welcome to the second and final post in a two-part series about paid search account audits. If you haven’t read the first post, be sure to check it out here! Without […]

Relaunching a website can be very exciting for a business, but columnist Pauline Jakober warns that without careful planning, a redesign can damage your PPC program. Recently, my PPC agency almost declined to take on a new client because the client’s website was so severely outdated. The site looked bad, was difficult to use and […]

Artificial intelligence (AI) has been around for a long time, so why are we only just now exploring its applications for PPC? Columnist Frederick Vallaeys explains the technology, its evolution in recent years, and what’s next for AI in paid search I believe artificial intelligence (AI) will be a key driver of change in PPC […]

Track and optimize to custom metrics tailored to your goals at all levels of your campaigns. Custom columns in AdWords can help marketers get more detailed insights into how their campaigns are performing based on non-standard metric targets. Now, advertisers can create and track custom metrics at the keyword and ad levels in addition to […]

Contributor Kevin Lee outlines how SEM campaigns can benefit from applying smarter business unit economics and asking rational questions. A strong understanding of the economics of any business unit is absolutely critical to any digital marketing campaign managed against non-brand key performance indicators (KPIs) in a search engine marketing (SEM) campaign. One would think any […]

Contributor Andy Taylor discusses Google’s new Local Search Ads Experiment in AdWords, which uses address and location categories in lieu of keywords to trigger relevant local results. 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 […]