Many businesses look to paid search to kick-start their online marketing, but columnist Mona Elesseily notes that you need to have the right elements in place before you can launch a PPC initiative. There are significant obstacles that could impede…
Category: SEM
How out-of-order ad promotion works on Google Search
Learn how Google’s out-of-order ad promotion in search auctions impacts ad positioning and advertisers’ strategies. During the ongoing DOJ antitrust trial against Google, the company reiterated it sometimes shows lower-ranked ads ahead of top-ranked ads. This practice is known as out-of-order ad promotion.…
What’s different about digital marketing in the cannabis industry?
Contributor Brett Middleton explores the current challenges and opportunities facing this budding industry, given the differences in local, state and federal regulations across the US. The cannabis industry is one of the fastest-growing in the US, with a diverse and…
The big problem with PPC attribution modeling no one is talking about
The question of which attribution model to use in paid advertising is a tough one to answer, and columnist Andreas Reiffen explains why. Recently, I was asked to comment on my favorite attribution model for paid advertising. Off the top…
Improving e-commerce text ads with ad customizer data feeds
No more keyword-stuffed ad copy, please, says contributor Joe Martinez. Instead, use ad customizers to update feeds and shift your focus to value-based advertising that will drive sales. While shopping ads are arguably the most important form of Google advertising for e-commerce…
Setting up a paid search campaign
Below are the initial steps in the workflow of setting up a Search campaign in Google AdWords. Campaign types When you add a new campaign in AdWords, you’ll see the full menu of campaign types: Search, Display, Shopping, Video and…
15 PPC pro tips for writing text ads
Want to know how to write great paid search ads? Columnist Pauline Jakober shares some tips from her years of experience writing PPC ad copy. While every part of your PPC program is important, few elements are as crucial, or…
Margin-based tracking: 3 advanced strategies for Google Shopping profitability
Don’t settle for basic revenue metrics. Implement margin-based tracking to uncover high-profit opportunities for your Shopping campaigns. Are your Google Shopping campaigns profitable? Tracking your PPC performance will help you make better business decisions. You can unlock data beyond basic revenue metrics by implementing…
How AI can uncover new insights and drive SEO performance
Columnist Jim Yu believes that by incorporating the power of artificial intelligence (AI) and deep learning, search marketers can move beyond simple observations and find new patterns in user behavior. Google announced that it had added RankBrain to its algorithm, cementing the…
Repetitive ads ‘damage brand reputation and purchase intent’
A new study is warning marketers to ensure they only work with partners who have technology to control ad frequency. Repetitive advertising on streaming platforms can damage a brand’s reputation, according to a new study. Overexposure to the same ad…