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Here’s a roundup of the most read paid search columns this year. Keeping up with new releases, PPC experts shared their advice and expertise to help the larger search marketing community find ways to manage campaigns with the nuances of match types and more this past year....

Helen Provost of Google shares how businesses can use YouTube to serve the full funnel and make use of automation to deliver their messaging. Being present at every turn of your customers’ path to purchase can help you guide their journey. During her Insights session at SMX...

Stop wasting hours of your week building reports that don’t even get opened. I used to have a love/hate relationship with reporting. I loved it because data was the sweet nectar we all need to achieve better growth. Reporting allowed us to collect it, ready to take action. Plus,...

T-Mobile’s Natalie Barreda shares insights on bringing PPC in-house — and advice for building strong agency relationships. After working for many years with agency partners to plan and execute paid search, it took T-Mobile US just five months to transition all paid...

Despite numerous unknowns and continued challenges, many agencies and advertisers say they have shifted gears for the next phase. Here we are at the beginning of May. Many businesses still can’t restock inventory, but the initial jolts to supply chains and fulfillmen...

Marketers have an opportunity to try new tactics as clients divert resources to long-term goals. “Everybody was a little bit turned off by the idea of doing it,” Michelle Morgan, director of client services at Clix Marketing, said of one client’s initial reaction to expanding...

This Google Ads script overlays government actions related to the pandemic on Google Ads performance metrics. We’re in uncharted territory with COVID-19 and its impact on lives, the economy and our PPC campaigns. I don’t have a medical degree, I’m not a scientist, a first...

Paid search pro and SMX speaker Amy Bishop explains the various micro-conversion options and how to determine what’s best for your audience. SMX Overtime is part of our SMX speaker series from SMX presenters who answer questions from attendees on a variety of topics. In...

It’s time to embrace easier, simpler and time-saving ways to manage and optimize your ads. We recently wrote about how PPC managers are making keyword research a lot harder than it should be. If you’re seeing a pattern here, well done. It’s all about overcomplication....

The key to finding success with these type of campaigns is knowing when to leverage them. Most marketers view the funnel as including the following stages: Awareness, Consideration, Preference, Purchase and Post-purchase (client retention, upsell and advocacy). Paid search is...