laura collins

  • Common PPC mistakes and how to avoid them

    I was once asked to list my favorite PPC mistakes. To me, this seemed like a contradiction in terms; I don’t hold any of the mistakes I’ve made in particularly high regard. Perhaps a better phrase to use would have been common PPC mistakes. Because mistakes, no matter how hard we try, are common. We’re all human and therefore capable of human error.

    Search Engine Landin Paid Search SEO Google How To's- 14 readers -
  • Should you hitch your campaigns onto the sporting bandwagon?

    For any of you out there who aren’t sports fans, this probably isn’t shaping up to be the best summer of your life. Between Euro 2016, Wimbledon and the Olympics, we’ve been bombarded with reminders that our weekly half-hour at the gym probably isn’t cutting it. But, whether you love them or hate them, there’s no denying that events like these bring people together on an int ...

    Search Engine Landin Affiliate SEO- 7 readers -
  • Expanded Text Ads: Are they living up to the hype?

    Just as the numbers 4-4-2 will be immediately familiar to any soccer fan, 25-35-35 is a combination few people who’ve ever worked in PPC could easily forget. A 25-character headline and two 35-character description lines have been the building blocks of AdWords text ads since day one. We’ve all slaved away trying to fit compelling copy into these strict limits, desperately t ...

    Search Engine Landin Google- 8 readers -
  • Big changes to device bidding In AdWords: What could they mean for your accounts?

    Anyone who runs PPC campaigns will be well aware that behavior varies across devices. Even if you don’t manage PPC accounts, you need only to think about yourself as a user (and what device you turn to for which actions) to appreciate the difference between mobile and desktop behavior. Acknowledging these differences and adjusting your strategy and bids for mobile devices is ...

    Search Engine Landin Google- 17 readers -
  • Dynamic remarketing: not just for retailers anymore

    It would be every advertiser’s dream for a user to convert on the first visit to their website. You’d only pay for one click; there would no need for attribution. Oh, how simple things would be! Unfortunately, that isn’t the reality in any vertical. Whether it’s buying some shoes, getting a mortgage or requesting a product demo, people like to do their research, and in fact ...

    Search Engine Landin Google- 6 readers -
  • Gmail Ads: Email marketing without the emails

    Any advertiser interested in growing their business needs to think about the top of the funnel, and the display options on the Google Display Network (GDN) are a great option for anyone, big or small, to reach a new audience and build brand awareness. As you may know, the GDN targets users when they’re browsing the web, and it also lets marketers serve ads to people’s email ...

    Marketing Landin Display EMail Google- 14 readers -
  • Customer Match: Common Questions & How To Answer Them

    When Google released Customer Match last year, PPCers got very excited. For years we’ve been seeing a noticeable shift in focus from keywords to audiences, and this audience-focused tool promised to revolutionize the way we’re able to communicate with customers. All that customer data locked away in CRM databases for years could now be tapped as a way to create highly target ...

    Search Engine Landin SEO Google How To's- 17 readers -
  • Get Your Priorities Straight: Structuring Google Shopping Campaigns

    I’m a big fan of Google Shopping. As a user, it provides an easy-to-use platform for comparing products and prices at a glance. Instead of clicking through to eight different websites to find the item I want at the right price, I could make my choice before I even leave the search results page. Shopping campaigns are invaluable for any e-commerce retailer.

    Search Engine Landin SEO Google- 17 readers -
  • Making the Most Of Google Analytics Audiences Within Your Search Campaigns

    Since its launch in 2013, Remarketing Lists for Search Ads (RLSA) has become such an integral tool for PPC marketers that it’s hard to remember what our campaigns looked like without them. Did we just… use the same bid for everyone? Madness. Things got even more exciting in June 2015, when Google announced they were allowing Google Analytics remarketing lists to be used in s ...

    Search Engine Landin SEO Google- 18 readers -
  • TrueView For Shopping: Making YouTube The Next Big Shopping Destination

    Shopping campaigns, or Product Listing Ads (PLAs), as they were once known, have proved revolutionary for AdWords e-commerce. They combine a visually engaging experience on the search results page with the ability to instantly compare prices across retailers. In fact, these ads have been such a success that Google has continued to invest in them, and as a result, we’ve seen ...

    Search Engine Landin Social SEO Google- 15 readers -