Search Ads: General

    • Are your paid search ads making the right impression?

      Impression share is an interesting paid search metric. On the surface, you could argue that impression share is a fairly useless metric. In fact, I’ll admit that I’ve argued for years that impressions really aren’t an important measure of paid search success. However, while I still strongly believe that ROI — not impressions, clicks or conversions — is the ultimate gauge of ...

      Search Engine Landin Paid Search SEO- 12 readers -
    • Ad copy hack for your AdWords pathways

      The testing and implementation of ad copy in AdWords has become increasingly important — and increasingly difficult. This is a result of the paradigm shifts in AdWords account structures. The ad copy advice that follows can help improve ad copy relevance easily, at scale. Shift in AdWords account structures Throughout 2016, we have seen a major debate regarding the concept of ...

      Search Engine Landin Paid Search SEO Google- 19 readers -
  • Should you create device-specific PPC campaigns?

    … and cons noted above and figure if device-specific campaigns can help to benefit their accounts. 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 Aaron has been in the industry for the better part of a decade, leading paid media…

    Search Engine Landin Paid Search SEO Google- 12 readers -
  • 5 reasons advertisers should NOT ignore Bing Ads

    … as the secondary choice when launching a paid search campaign. Marketers underestimate the true value of this ad platform and its unique audience. I have had great success with Bing campaigns; in some instances, the results far surpass outcomes obtained via the highly competitive Google platform. The last couple of years have been exciting for Bing Ads…

    Search Engine Landin Paid Search SEO- 12 readers -
  • Here’s an AdWords script to fill empty ad groups

    … at different campaigns each time, and change the template ETA each time to suit those campaigns. 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 Daniel Gilbert is the MD at Brainlabs, the best PPC 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 Paid Search SEO Google- 9 readers -
  • Ad customizers just got a whole lot more powerful

    … data file, followed by a dot and the column header in the spreadsheet that contains the date. Show device-specific ads As I explained in my recent column about what elements make the perfect Expanded Text Ad, there is actually a way to show different ETAs on mobile devices and on desktops. It’s done by adding two rows to Business Data, one…

    Frederick Vallaeys/ Search Engine Landin SEO- 25 readers -
  • Expanded text ads that kick butt

    … Expanded text ads (ETAs) in AdWords are here, and we’ve had some real success with them thus far. In this article, I’ll talk about what we’ve seen in testing and what is working for us with ETAs. I’ll also cover some pointers on elements you can include to make ads more effective and compelling to online searchers. Note: Advertisers…

    Mona Elesseily/ Search Engine Landin SEO Google- 10 readers -
  • Why all search ads seem the same (and what you can do about it)

    … Let’s face it: anyone with an AdWords login, bank account and keyboard can create ads for search. It can be a Wild West out there, which means that many ads ultimately fail. They fail because they don’t capture the attention of searchers, because they don’t include the best information, and frankly, because they look like every other ad out…

    Pauline Jakober/ Search Engine Landin SEO- 15 readers -
  • Bing Ads releases Expanded Text Ads globally

    … After running expanded text ads in beta beginning in late August, Bing Ads rolled out expanded text ads to all markets on Tuesday. Advertisers can now set up and launch the longer text ad format in the web UI, Bing Ads Editor or via the Bing Ads API. It’s also possible to import expanded text ads from Google AdWords in the Bing Ads web…

    Ginny Marvin/ Search Engine Landin SEO- 17 readers -
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