Paid Search Column

    • The best-kept AdWords secret: AMP your landing pages

      The best experiences are those where we don’t have to wait for stuff: receiving a one-hour delivery from Instacart, skipping the lines at Disney World with a FastPass, getting a response from our digital assistants like Alexa in less than a second. Big, successful companies have figured out that “fast = more money,” and so they cater to consumers’ insatiable demand for instant gratification.

      Frederick Vallaeys/ Search Engine Landin Paid Search SEO Google- 21 readers -
    • The great big list of landing page tests to try

      About a month ago, I published an article that provided a few areas of consideration when diving into conversion rate optimization, with ideas to help kick off brainstorming discussions. I love conversion rate optimization (CRO) because it is one of the few things that you can do that will have an impact on the performance of all of your digital channels at once.

      Amy Bishop/ Search Engine Landin SEO- 21 readers -
    • The anatomy of ad copy relevance: The new Google standard

      Recently, enterprise-focused Google representatives have been encouraging a metric called “Relevance,” which is believed to be one of the three main factors that make up Quality Score. Relevance is a metric which evaluates how pertinent your ad creative is to your account structure and keywords. At AdBasis, we have spent Q1 speaking with enterprise-level advertisers about ch ...

      Search Engine Landin SEO Google- 13 readers -
  • Micro-wins: The true secret to AdWords success

    … that I’ve even written these types of articles myself. And why not? Big wins are exciting and fun. They’re the thrilling result of clever tactics and brilliant customer insights that inspire us to take our paid search accounts to the next level. At least, that’s how they’re supposed to work. In reality, most hacks, tricks and tweaks become something…

    Search Engine Landin Paid Search SEO Google- 13 readers -
  • Bing Remarketing: The best-kept marketing secret

    …) to conversion. Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here. About The Author Michelle Cruz is a Senior Paid Search Specialist at SmartSearch Marketing with over 14 years experience in the digital marketing industry. Her expertise includes PPC advertising, lead generation ad programs, mobile and local campaigns, retargeting, display, branding and direct marketing solutions. …

    Search Engine Landin SEO- 15 readers -
  • Using search and social to support TV advertising

    Brands still invest a significant amount of advertising in TV. According to eMarketer, TV spending will be over $72 billion in 2017. While TV is great at reaching a large audience, it is most effective when combined with an effective search and social strategy to be able to fully pull through with your audience.

    Justin Freid/ Search Engine Land- 14 readers -
  • 5 strategies to improve your ad copy

    SMX — Search Marketing Expo is the world’s largest search marketing conference series, with multiple events in the USA and Europe. Visit the Search Marketing Expo site to learn more: http://smxpo.com/1QikJWe Pick your favorite event and attend! http://www.smxadvanced.com http ...

    Mona Elesseily/ Search Engine Landin SEO- 13 readers -
  • Here’s a script for copying labels between levels

    … expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here. About The Author Daniel Gilbert is the CEO at Brainlabs, the best paid media agency in the world (self-declared). He has started and invested in a number of big data and technology startups since leaving Google in 2010. …

    Daniel Gilbert/ Search Engine Landin SEO Google- 10 readers -
  • Why the Google Search Network isn’t working for your B2B business

    … creative. Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here. About The Author Pauline Jakober is CEO of Group Twenty Seven, a boutique online advertising agency specializing in the Google AdWords and Bing Ads networks. As a Google AdWords Certified Partner, Jakober and her team practice cutting edge paid search strategy and management for clients across many industries. …

    Pauline Jakober/ Search Engine Landin Paid Search SEO Google- 25 readers -
  • Let’s get visual: Shopping from within images

    SMX — Search Marketing Expo is the world’s largest search marketing conference series, with multiple events in the USA and Europe. Visit the Search Marketing Expo site to learn more: http://smxpo.com/1QikJWe Pick your favorite event and attend! http://www.smxadvanced.com http ...

    Search Engine Landin SEO- 13 readers -
  • 5 steps to success for low-conversion-volume accounts in AdWords

    … and import them into the AdWords interface. One of the best ways is through Google’s free call tracking tag that allows you to track users who call you after clicking through a PPC ad. Google Analytics goals. You could also set up Goals in Google Analytics and import them into AdWords to track softer conversions like time on site, pages per session and so…

    Search Engine Landin Paid Search SEO- 17 readers -
  • Study: Q1 Google Display Network placements

    …’ categories? You can’t read Search Engine Land or Advertising Age these days without seeing tons of articles about “brand protection,” “fake news,” or how Google is profiting from some ads on some horrible website or allowing ads to run on some pro-ISIS website, or whatever. Just for the record, we’re not in a position of judging what news is fake…

    Search Engine Landin SEO Google- 12 readers -
  • What your paid search KPI says about you

    … able to pull through other marketing channels. Maybe your business is such that paid search clicks from existing customers don’t carry much incremental value, or maybe you just really want to expand your market share. There are a number of ways you can go about targeting those new customers. One is to shoot for cost per new customer acquisition…

    Andy Taylor/ Search Engine Landin Paid Search SEO- 17 readers -
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