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  1. How to Diversify Your PPC Campaigns – and Your Skill Sets at the Same Time

    You should review your traffic mix to see where the majority of clicks reside, and then consider an expansion test. You need to fully understand which keywords belong in your golden corral; segment those terms into specific ad groups and campaigns...

  2. AdWords Retiring Regular PLA Campaigns in Favor of Shopping Campaigns

    A "bid simulator": Google AdWords said this feature will "provide more actionable insight into your PLAs" that can "estimate how bid changes could impact your impressions, clicks or costs. Multiple ad groups for "advanced retailers": Google AdWords...

  3. Google's Product Listing Ads: Adoption, Clicks, Mobile Continue Surge [Study]

    Marin research shows one in five paid shopping clicks last year was a PLA, increasing the overall click-through rate (CTR) by 6 percent, while text ads CTR dropped 13 percent. The percentage of mobile shoppers will continue to grow as well, and...