Articles on PPC

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In-depth paid search advertising guides and the latest updates on Google AdWords, Bing Ads, and other pay-per-click (PPC) ad tools and platforms.

Maximizing Profit in Shopping Campaigns

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Search marketing shopping campaigns like those used for Google Shopping can improve strategy and increase profit by utilizing the economic principles of marginal profit optimization. Search marketers can drive and maximize profits from Google Shopping by adjusting current strategy to consider the basic economic principles of marginal profit optimization. 0 Comments

5 Tools for Finding High-Value Long-Tail Keywords

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Valuable doesn't necessarily mean expensive. Relevant long-tail keywords are often cheaper and lead to more conversions; here are five tools to help you find them. These five tools will help you find relevant long-tail keywords, which can be more valuable than their pricier counterparts. 0 Comments

3 Tips For Addressing the Rising Cost of Branded CPCs

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While CPCs are on a decline, branded CPCs are on a rise. Reviewing Quality Score and competitors, and bid optimization are a few ways search marketers can cope with that discrepancy. While CPCs are on a decline, branded CPCs are on a rise. Reviewing Quality Score and competitors, and bid optimization are a few ways search marketers can cope with that discrepancy. 0 Comments

Winter is Coming: How to Prepare for Holiday 2015

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The holidays are quickly approaching, and while mobile and cross-device tracking continue to be important, social buy buttons, Instagram ads and Gemini are emerging as new focus areas for marketers this year. The holidays are quickly approaching, and while mobile and cross-device tracking continue to be important, social buy buttons, Instagram ads and Gemini are emerging as new focus areas for marketers this year. 0 Comments

5 Best Ad Copy Test Procedures To Stand By

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It's paramount for every PPC professional to test their retail ad copy. This columnist recommends doing one test at a time for and making sure each one lasts at least 30 days. It's paramount for every PPC professional to test their retail ad copy. This columnist recommends doing one test at a time for and making sure each one lasts at least 30 days. 0 Comments

4 Red Flags When Hearing a PPC Agency Pitch

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Some PPC agencies will promise the world or be very secretive about their strategies - these things may not be deal-breakers, but they should raise red flags as you try to find the right agency. Some PPC agencies will promise the world or be very secretive about their strategies - these things may not be deal-breakers, but they should raise red flags as you try to find the right agency. 0 Comments

3 Steps to Kill Your PPC Ad Writer’s Block Right Now

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Checking out the competition and user reviews, and getting reacquainted with your clients and their objectives can help PPC professionals when writer's block hurts their ad-creating process. Checking out the competition and user reviews, and getting reacquainted with your clients and their objectives can help PPC professionals when writer's block hurts their ad-creating process. 0 Comments

How The Google Display Network Boosts Search PPC Performance: A Case Study

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Using Google Display Networks, one client saw a massive increase in clicks and impressions, though not many conversions. However, display often has a better impact on search campaigns than they appear to on first glance. Using Google Display Networks, one client saw a massive increase in clicks and impressions, though not many conversions. However, display often has a better impact on search campaigns than they appear to on first glance. 0 Comments

Are You Tracking the Most Important PPC Stats?

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Too many marketers are too cavalier about checking their PPC campaigns. Click-through rate, conversion rate, and daily and monthly spend are among the most important metrics. Too many marketers are too cavalier about checking their PPC campaigns. Click-through rate, conversion rate, and daily and monthly spend are among the most important metrics. 0 Comments

Competitive Insights Tools for Paid Search in AdWords and Bing Ads

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Google AdWords and Bing Ads tools like Auction Insights, Ad Preview Tool and Keyword Planner keep search marketers ahead of the curve with regard to their pay-per-click campaigns. Google AdWords and Bing Ads tools like Auction Insights, Ad Preview Tool and Keyword Planner keep search marketers ahead of the curve with regard to their pay-per-click campaigns. 0 Comments

PPC Automation Methods for Retail Search Advertising

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Used for things like reporting and recurring tasks, PPC automation helps retailers manage their channels, particularly those retailers with extensive catalogs. Used for things like reporting and recurring tasks, PPC automation helps retailers manage their channels, particularly those retailers with extensive catalogs. 0 Comments

How a Standard of Practice Can Make Your Search Agency Better

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Having a standard of practice demonstrates quality and consistency, both for clients and employees. At the same time, too-stringent guidelines can stifle creativity and passion. Having a standard of practice demonstrates quality and consistency, both for clients and employees. At the same time, too-stringent guidelines can stifle creativity and passion. 0 Comments

Using Third-Party Data for Smarter Digital Marketing Strategy

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Besides the holidays, back-to-school shopping is when people spend the most money. For retailers, the first day of school, which varies by region, is one helpful bit of third-party data. Besides the holidays, back-to-school shopping is when people spend the most money. For retailers, the first day of school, which varies by region, is one helpful bit of third-party data. 0 Comments

5 PPC Tips from ClickZ Live Toronto

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To have the best possible PPC campaigns, Finhas Jhaveri of Allstate Insurance recommmends paying equal attention to branded and generic keywords and thinking in terms of different devices. To have the best possible PPC campaigns, Finhas Jhaveri of Allstate Insurance recommmends paying equal attention to branded and generic keywords and thinking in terms of different devices. 0 Comments

The Most Expensive States for Paid Search in the U.S.

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Cities like New York and San Francisco tend to be synonymous with expensive, but CPCs are higher in rural areas, particularly Alabama, while the best deals are in the Great Plains. Cities like New York and San Francisco tend to be synonymous with expensive, but CPCs are higher in rural areas, particularly Alabama, while the best deals are in the Great Plains. 0 Comments

Uncovering PPC Best Practices With Allstate Insurance

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In the lead up to his presentation at ClickZ Live Toronto, Finhas Jhaveri, manager of Digital & Cultural Marketing at Allstate Insurance Canada chats to us about PPC best practices. In the lead up to his presentation at ClickZ Live Toronto, Finhas Jhaveri, manager of Digital & Cultural Marketing at Allstate Insurance Canada chats to us about PPC best practices. 0 Comments

Are Landing Pages Killing Your Conversion Rate?

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Call extensions, new ad formats and remarketing are a few substitutions for landing pages, which don't always translate to the strongest conversion rates. Call extensions, new ad formats and remarketing are a few substitutions for landing pages, which don't always translate to the strongest conversion rates. 0 Comments