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Search Advertising

Search advertising with Google, Yahoo, Microsoft Live Search and other providers can be an efficient and effective way to advertise online. Starting with the fundamentals and advancing to expert tactics, you'll learn how to build and optimize successful pay-per-click (PPC) advertising campaigns.

Alex
Cohen

Jason
Tabeling

Melissa
Mackey

The Rise of Universal Paid Search

2009 fundamentally changed the balance between organic and paid search and introduced non-text ads to mainstream advertisers. 2010 will go even further. Feb 10, 2010

Review your PPC Keywords

Search engines are always changing, and so are the ways people search for your products and services. So your keyword list should change as frequently. Feb 4, 2010

Put your PPC on a Diet

Small changes over time make the difference, not a bunch of big changes all at once. If you're looking for long-term, sustained paid search success, here's what you need to do. Jan 21, 2010

Highlights from the Search Advertising Archive

Balancing Efficiency and Volume in Paid Search

On a daily basis, paid search managers must balance efficiency and volume in an effort to meet the goals of the campaign. There is no right or wrong decision; there is only what is right for your business at that time.

Effective PPC Ad Copy 101, Part 1

One of the most important factors of a successful PPC campaign is writing successful ad copy. You can spend a good deal of time on other aspects of your campaign but skimp on the ad copy and you might not get the results you're looking for.

Are Competitors Clicking on Your PPC Ads?

Almost all advertisers who run PPC campaigns have had the sneaking suspicion that competitors are clicking on their ads. Wouldn't it be interesting to find out if they really are?

Click Fraud 101

Thanks to increased efforts from the search engines and ad networks, click fraud is less of a problem than it once was, but it still exists. Here's how to arm yourself against this potential foe.

Setting up PPC Campaigns 101, Part 1

Are you starting a pay-per-click search advertising campaign and want to get everything set up for optimal efficiency? Or have you started a PPC campaign and realized that you're in over your head? Here's a step-by-step process for setting up PPC campaigns.

What's a Yahoo Advertiser to Do?

The notion that Yahoo wants to help its advertisers is comforting, but the way that they are going about it is questionable. It's clear that the beneficiaries of Yahoo's new "automated optimization" strategy are not the advertisers...but a small change in the program could make it work for everyone.

Search Ad Quality Score 101, Part 1

It's been about two years since Google and Yahoo implemented their quality score algorithms. Instead of giving the top ad spot to the highest bidder, search engines now take the perceived quality of the ad's landing page into account. Let's take a closer look at what affects the quality score.

Trademarked Terms: Guaranteed Conversions, Guaranteed Controversy

To buy or not to buy trademarked competitor keywords. That's the question search marketers face when tempted with high-converting competitor brand terms.

Hot, Tiny Ads: Banner Ads for Mobile Screens

Mobile content ads have to work especially hard, given their small size. The Content Advertising series winds up with a recap of best practices for designing small ads with big impact.

Google Mobile Advertising on the Content Network

Creating a mobile ad campaign that displays banner ads on Google's mobile content network can be ideal for businesses that rely on phone calls to start or close a sale. And it won't require mobile Web site design, because clicks on the ad will be directed to a Google-supplied mobile-friendly page describing your business.