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Looking for ways to gain an advantage in paid search? Columnist Kevin Lee has some ideas to increase Quality Score metrics and surpass your competitors. As you are no doubt aware, Google recently added additional reporting and transparency to the Quality Score (QS) metric that’s...

Every day, monsters are stealing thousands of clicks from your brand. Prowling around your paid search campaigns and looting your traffic, they come in all shapes and sizes. As a digital marketer (and especially if you manage paid search), you’re the only line of defense against...

After all the preparation, here’s what paid search and social marketers will be doing this week to manage their holiday campaigns and promotions. Ginny Marvin on November 24, 2020 at 1:17 pm MORE The so-called Cyber Five days — Thanksgiving to Cyber Monday — are nearly upon...

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 of my head, I didn’t really have one — and...

Here’s how Google and Microsoft auction insights can help you identify core competitors and track their bidding activities month by month. Competitive analysis should be a regular task for anyone involved in managing PPC campaigns. Keeping up with what messaging your...

Your display advertising targets specific audiences, but what about your search marketing? It’s time to think beyond the keyword, and tailor your PPC campaigns based on who is actually viewing or clicking your ad. With a “people-based” approach to your search marketing, you can...

Wondering how you can have a better relationship with your client or paid search agency? Columnist Brett Middleton provides solid advice for both parties to communicate more effectively and work more efficiently. The reality of maintaining a complex business relationship where...

2017 marked yet another eventful year for the SEM industry, and there was no shortage of great content to guide readers through it. See which topics were most popular with Search Engine Land’s PPC community in our top 10 paid search columns of the year. Though paid search...

Contributor Jacob Baadsgaard shows how ROAS, or return on ad spend, can be used to show the effectiveness of advertising campaigns and whether they are worth the money spent on them. Do you want to improve your paid search campaigns? There are a lot of paid search metrics, but...

The latest version features streamlined workflows and reflects the design updates in the new AdWords experience. Google appears to be rolling out an overhaul of AdWords Keyword Planner in the new AdWords interface. The workflows in the new Keywords Planner are much more...