Every now and then, we all need to remember the basics that are the framework behind every successful PPC campaign. If you’re new to PPC, step away from the AdWords interface and take a look at these mainstays before you do another thing with PPC.
Articles by Melissa Mackey
Google AdWords’ Sitelinks are a powerful optimization tool for any PPC account – one you should be using, if you aren't already. However, there are some downsides to AdWords sitelinks, including painful conversion tracking and no ability to pause.
Google AdWords’ Sitelinks are a powerful optimization tool for any PPC account – one you should be using, if you aren't already. From great CTR, to a competitive advantage, and to brand awareness, here's what's great about AdWords sitelinks.
Whether you’re an in-house or agency PPC professional, chances are you’ll need to provide regular campaign performance reports. The numbers in a good PPC report need to provide context, align with campaign goals, and lead to recommendations.
PPC managers can be tempted to immediately try all the latest and greatest new features. It’s like a dessert table of delicious PPC choices – you can’t decide, so you grab one of each. Here’s why testing too many things at once can backfire.
An Advertising Age columnist recently called SEM "the worst form of advertising." His article is all kinds of wrong and filled with misconceptions. Yes, Virginia, PPC is advertising, and an effective form of it, too.
If you're a PPC newbie, here are some basic strategies to get the best results from your PPC campaigns right away.
Before a PPC ad can generate a conversion, it needs to generate a click. If you want to improve your CTR, these steps will help you.
Campaign Experiments is a great enhancement that can really take your PPC campaigns to the next level, but it also poses many challenges and can be quite confusing.
News of this puzzling modification to AdWords has been greeted with a negative reaction from the search marketing community. It's hard to believe the display URL change can possibly benefit Google or advertisers.
A step-by-step guide for advertisers on how to set up placement targeted campaigns.
Lost revenue from click fraud can be minimized. Here's what search advertisers can do to avoid wasting budget.
A new and little-known feature called Segments can take your campaign performance to the next level. Here's how.
Catch up on the latest: Google Reports, Google Campaign Experiments, and Facebook's "Broad Match Targeting."
You should be making extensive use of modified broad match in your PPC campaigns. And here's why.
How to optimize for the best possible ROI in your Facebook PPC campaign.
Google, Yahoo, and Microsoft all come up short on demographic targeting, but Facebook PPC ads make it easy for advertisers to market to their target audience. Here's how.
Interest-based advertising isn't new -- display networks have offered similar programs for years. However, there are a few big differences between those networks and Google's product.