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With the current fiscal year winding down and budgeting for FY2017 gearing up, marketers are faced with the annual task of tracking effectiveness and justifying budgets. The key is to invest in tools that help control costs and boost revenue — not just within the purview of...

Create a single list of negative keywords that can be applied to campaigns within an MCC. Google has quietly added another perk for Managed Accounts: the ability to create and share negative keyword lists across accounts. Maybe you’ve been laboriously adding the same lists of...

Countless marketers and business owners swear by Google’s marketing tools. This is evident in the perennial corporate increases in AdWords pay-per-click (PPC) budgets, and it makes sense. After all, online marketing yields new leads at a rate of 54 percent. But marketers who...

Join us next Tuesday, February 23, to learn how to turn raw data into actionable insights that drive traffic, leads, and sales. Join hundreds of search marketers next week to learn how to transform your data into actionable insights that drive more traffic, leads, an...

Columnist Kevin Lee is predicting that 2017 will be another great year for paid search, due in part to events both within and outside of the industry. Based on what I’ve seen across my diverse set of clients, and talking to others in the industry, I’m predicting 2017 will be...

Wondering where to begin with ad copy testing? Columnist Jason Puckett shares some ideas to get you started. One of the most important attributes of a successful PPC manager is the ability to incorporate new technologies in existing management strategies. With the official sunset...

With the right tools, PPC pros can set the strategy for automations to follow when unexpected shifts happen. The past 10 months or so have given PPC pros a crash course in adaptability, ingenuity and nimble marketing. Those who thrived in pandemic-era PPC deserve some sort of...

Page feeds are designed to give advertisers more control over which URLs to associate with a DSA campaign. Google announced updates to AdWords Dynamic Search Ads on Tuesday, including support for expanded text ads. Dynamic Search Ads (DSAs) will transition to expanded text ads...

Every advertiser measures success based on key performance indicators (KPIs) that they deem relevant. Columnist Andy Taylor asks, What do your chosen KPIs say about your priorities? There are plenty of options for particular metrics to drive paid search programs toward, but not...

Columnist Christi Olson outlines exciting developments that bring image search and shopping together to enhance the search experience for users. A little over a year ago, I published an article on the importance of data feeds as influencers of future search: Structured data feeds...