Search Marketing

Evaluating PPC talent, part 2: The test

Previously, we discussed how to find good PPC candidates for your particular company, but now it’s time to evaluate those candidates. It comes down to this: You’ve held dozens of interviews with candidates almost impossible to tell apart. They all have similar credentials. They’ve worked in the right industry or environment, have used similar tools […]

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Advanced budget management made easy with scripts

It’s the end of the month, so chances are you’re spending a lot of time thinking about PPC budgets. Will you spend the full amount you allocated for the month and do so without going over budget? It’s pretty amazing that simple questions like this have to take so much thought from account managers. There’s

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An important part of local search strategy

If you’re a business which has brick-and-mortar store locations, you may know that having a local search strategy is crucial to your business. Most business owners are aware that building a local search presence requires having profiles on Google My Business, Yelp, Bing Places, Yellow Pages, etc., so that you may show up for local

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What teen fiction can teach you about writing ad copy

What exactly do novels for angsty tweens and teens have to do with AdWords? For one thing, young adult novels understand the behavioral patterns, struggles and idiosyncrasies of their audience. So do good search engine marketers (SEMs). That isn’t the only thing young adult (YA) fiction and pay-per-click ads have in common, though. When it comes

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Site category exclusions for Google Display Network getting brand safety update

Google is refining the options it gives advertisers for excluding categories of sites from their display network campaigns on the Google Display Network. With this change, several current site category exclusions are being eliminated or recategorized, and a couple of new ones are being added. As of last week, several exclusions are no longer available

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Disclosure and transparency: The agency/client relationship twins

Do your clients know what you’re doing with their accounts? Contributor Steve Cameron lays out why transparency is vital to building and maintaining trust with your clients. The post Disclosure and transparency: The agency/client relationship twins appeared first on Search Engine Land. Please visit Search Engine Land for the full article. Source link

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Use affiliates to improve PPC reach

Owning more paid search spots on search results can increase your clicks by 30-50 percent for each additional spot that you occupy. To get this type of monster click growth from paid search, tap on your affiliates, partners and resellers to make a paid search land grab. For example, if your CTR (click-through rate) alone

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How to effectively segment accounts with multiple locations

One of the more challenging yet often overlooked aspects of PPC management is how to run accounts with multiple locations. For example, you may be advertising for a company that has franchises throughout the country (such as a Macy’s or REI) or a branch of locations unique to a region (e.g., Shaw’s grocery stores in

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This script creates Google Slides with AdWords data to automate your presentation-making

Google just introduced its latest advanced API integration for AdWords Scripts: Google Slides. That means you can now programmatically connect AdWords with Google Slides. Leo Sei, Google’s Product Manager for AdWords Scripts, told me why they created this new integration: “The goal of AdWords Scripts is to help advertisers automate their workflow. After talking with

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