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 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…
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…
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…
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…
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…
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…
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…
Marketers are eager to reach the Threads audience but with ads not yet an option, could influencer campaigns be the next best thing? Threads is implementing branded content tools to give marketers access to paid promotion opportunities. Meta’s new social…
Google AdWords is a powerful advertising platform, but it can be tricky for companies whose products and services aren’t so clearly defined. Columnist Dianna Huff shares how she overcame this problem and got results for a small manufacturing client. While…
