Search Engine Land

JANUARY 19, 2024

Major shifts in 2024 will disrupt the PPC industry. Meanwhile, automation through AI will transform campaign types, creative, and search engine results pages. This article outlines seven key areas to evolve your PPC advertising approach in 2024 so you’re better prepared for what’s ahead.

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Advertising Advertisers Transform User-Generated 128

Search Engine Land

JANUARY 9, 2024

Running an effective PPC campaign for your client is one thing, but building a successful relationship with them can be a different ballpark. Unfortunately, frictions like these can hinder the ability of both parties to help PPC campaigns succeed, adding further challenges to your already demanding position.

Communications 118

Communications Management Product Place 118

Search Engine Land

AUGUST 31, 2023

But how can PPC practitioners use generative AI tools like ChatGPT to boost their campaign management and optimization efforts? Product research One particular challenge for PPC practitioners is the struggle of not being a subject matter expert on every product, service, industry, or brand they work on.

Copywriting 144

Copywriting Management Product Advertising 144

Search Engine Land

DECEMBER 4, 2023

For PPC marketers, ChatGPT also unlocked game-changing potential. Here’s a look back at ChatGPT’s first year and what we can expect next from this transformative technology. 30, 2022, offering free access to what seemed like an impossibly smart AI chatbot. Early uses for GPT-3.5 Early uses for GPT-3.5

Transform 132

Transform Copywriting User-Generated Price 132

Sachs Marketing Group

DECEMBER 22, 2023

Understanding how to advertise your business online with PPC (Pay-Per-Click) ads can help you outperform your competition. PPC advertising allows you to display ads on various digital platforms, paying only when a user clicks on your ad. In this article, we explore how to advertise your business online effectively with PPC ads.

Advertising 97

Advertising Advertisers Key Performance Indicator User-Generated 97

Search Engine Land

DECEMBER 11, 2023

This new feature gives deeper insights into your current measurement setup, allowing you to assess what’s effective and what’s not, and make necessary changes to improve the performance of your ads. Fix issues with your measurement of campaigns. Fix issues with your measurement of campaigns. Why we care.

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Management Search Marketers Marketing Marketers 134

Search Engine Land

FEBRUARY 29, 2024

In PPC advertising, the skills and knowledge of ad buyers directly impact campaign success and return on investment. So, what separates good ad buyers from the truly world-class? Nothing will teach you how to maximize what is possible faster than spending your own money and turning a profit from ad buying.

Finance 123

Finance Transform Industry Insights Retail 123

Search Engine Land

NOVEMBER 30, 2023

Competitive analysis is a critical, regular initiative for PPC managers. This article covers how to look at this report in the ad platforms and practical ways to use it for your ad management and reporting. You can then use the Campaign option to choose specific campaigns for inclusion in the data.

Advertising 128

Advertising Advertisers Management Branding 128

Hubspot Marketing

DECEMBER 14, 2023

When you want to reach a global audience, turn to international PPC. PPC, or pay-per-click, campaigns have long been an effective way to get in front of your target buyer and drive traffic to your site. Table of Contents: What is international PPC?

eCommerce 75

eCommerce Advertising Advertisers Promotion 75

Search Engine Land

OCTOBER 27, 2023

However, not all PPC reports should be treated the same. Effective analysis overview First, a quick refresher on how to effectively analyze PPC performance : Note any shifts in key metrics, especially spend and conversions. Explain what those shifts mean in the real world. Paid media professionals are no strangers to reporting.

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Management Product Digital Marketing Search Marketers 131

Search Engine Land

FEBRUARY 15, 2024

Most B2B marketers, regardless of brand or agency experience, have likely faced this scenario: a marketer in charge of budget insists on investing in PPC campaigns despite evident issues that will hinder their effectiveness. What are your next steps for engaging and guiding those leads through the purchase journey?

CRM 122

CRM Education Communications Branding 122

Search Engine Land

FEBRUARY 27, 2024

How many total paid search clients does the agency have and what is the average annual spend of their clients? What percentage of the company’s revenue does paid media management represent? Will your business be considered a big, medium or little fish in their PPC department? Understanding your position 3.

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Digital Marketing Retail Marketing Marketers 118

SMA Marketing

JANUARY 11, 2024

The problem is a lot of people have no idea what any of these things mean. We will break down some of the most common marketing abbreviations to give you better insight into what they mean. CMS The first one we will look at is CMS, which stands for content management system. A content management system is what it sounds like.

Digital Marketing 98

Digital Marketing COS Key Performance Indicator CRM 98

Sachs Marketing Group

JUNE 23, 2023

Are you struggling with low conversions and high costs in your PPC advertising campaigns? Your competitors seem to be thriving while you’re left puzzled about what you might be doing wrong. To help you get started, we have some PPC advertising tips for small business owners who want to improve the ROI of their ads.

Advertising 95

Advertising Advertisers Analytics Management 95

Hubspot Marketing

DECEMBER 6, 2023

In the competitive realm of digital advertising, understanding your PPC competitors is crucial. If your ads aren‘t performing at their best, it’s likely because you're not fully tuned into what others in the space are doing. What is a PPC competitor analysis? Why does a PPC competitor analysis matter?

Price 97

Price Advertising Advertisers SEO 97

Search Engine Land

SEPTEMBER 28, 2023

In any PPC campaign, the ultimate goal is to improve and deliver better results year after year. In this article, you’ll learn some steps to address PPC mistakes, missteps and errors that have helped my team get things back on track. Ideally, trendlines in your performance charts are going up and to the right.

Promotion 126

Promotion Communications Place Branding 126

Search Engine Land

MAY 7, 2024

What is ad hijacking? What does ad hijacking look like? Metrics like impression share and revenue attribution become inaccurate, making it difficult to track campaign performance effectively. How to spot ad hijacking in your campaigns Being proactive is key to fighting ad hijacking. That’s ad hijacking. Get started.

Branding 119

Branding Advertising Advertisers Place 119

Search Engine Land

OCTOBER 18, 2023

Things like: Newer campaign types (such as Performance Max and Demand Gen campaigns) are missing important guardrails that could improve performance and reduce wasted ad spend. Assets (formerly ad extensions) aren’t associated with their intended campaigns. Did the client or manager say, “Hurry up! What’s the goal?

B2C 131

B2C Advertising Advertisers Product 131

Search Engine Land

SEPTEMBER 5, 2023

What should we expect to spend?” Whether in-house or at an agency, if you’ve been in PPC account management, odds are you’ve been asked some version of that question at least once. A client point of contact may simply be assessing viability and options of a mandate handed down from management. “We want to hit {goal}.

CMO 144

CMO Communications Branding Analytics 144

Search Engine Land

SEPTEMBER 12, 2023

Even the most traditional PPC manager can’t deny it anymore: Performance Max can do amazing things. Years ago, when working with retailers selling products from many different brands, you typically make a separate Shopping campaign for each brand. What is Performance Max? What makes Performance Max powerful?

eCommerce 145

eCommerce Retail User-Generated Advertising 145

Sachs Marketing Group

JANUARY 5, 2024

PPC advertising offers unique advantages over other advertising forms. Unlike traditional advertising, PPC campaigns can be quickly adjusted for better performance, making them ideal for businesses looking to stay agile in a competitive online environment. What is PPC Advertising?

Advertising 81

Advertising Advertisers Customer Acquisition User-Generated 81

Search Engine Land

FEBRUARY 22, 2024

Google Ads has evolved significantly in recent years, with more automation and artificial intelligence being introduced to simplify campaign management. This article explores key considerations for optimizing location targeting in Google Ads campaigns. Connecting geotargets to localized landing pages.

User-Generated 122

User-Generated Advertising Advertisers Product 122

Search Engine Land

APRIL 26, 2023

At some point, your PPC performance will take a nose-dive. Once you’ve managed PPC campaigns long enough, you will likely navigate numerous crises. Here’s how PPC managers can embrace root cause analysis to mitigate performance issues and get things back on track. SUBSCRIBE See terms.

Analytics 100

Analytics Management Advertising Advertisers 100

Search Engine Land

OCTOBER 10, 2023

Demand Gen campaigns – the shiny new tool in the Google Ads toolbox – will become available to the PPC public starting this month. Those lucky enough to be part of the beta test have seen and experienced firsthand what Demand Gen offers, though deeper insight is still some time away.

Advertising 138

Advertising Advertisers CRM eCommerce 138

Hubspot Marketing

DECEMBER 11, 2023

Whether you’re looking to level up your paid search expertise or earn a certification to boost your industry credibility, pay-per-click (PPC) advertising courses are a great way to learn and to grow your career. Table of Contents: What is a PPC course? Google processes 8.5 Google processes 8.5

Price 90

Price Advertising Advertisers eCommerce 90

Search Engine Land

JUNE 30, 2023

PPC advertising can be a game-changing tool for small businesses looking to kickstart sales or increase brand awareness. When your budget is tight, it’s crucial that you set yourself up for success when creating a PPC account. Then consider search and shopping campaigns. Display and YouTube are great options to do just that.

Shipping 101

Shipping Advertising Advertisers User-Generated 101

Search Engine Land

OCTOBER 27, 2023

PPC best practices come from a variety of places. Many PPC professionals can relate: You see “Google” on your caller ID, and you momentarily feel a boost in ego. Leverage automated bidding There are probably just a few people left who can still successfully run manual CPC campaigns – and that’s a good thing.

Non-Profit 131

Non-Profit Advertising Advertisers eCommerce 131

Search Engine Land

NOVEMBER 14, 2023

What is SearchBot. What we’re saying. SearchBot – the first generative AI chatbot for search marketers – is now a suite of marketing generative AI tools. You can now: Access 13 new chatbot personas (each designed to meet a unique marketing use case). Create images using generative AI. Get prompt suggestions and tips.

Copywriting 125

Copywriting SEO Analytics Management 125

Search Engine Land

AUGUST 25, 2023

Unfortunately, many do not provide meaningful training on pay-per-click ( PPC ) marketing. To address this, here is a basic five-step growth plan to become a PPC expert as fast as possible. Be aware PPC expectations are high, and performance is never a straight, easy line. Guess what, that’s OK.

Analytics 98

Analytics eCommerce Management Advertising 98

Search Engine Land

DECEMBER 29, 2022

Since Search Engine Land launched, we have given PPC experts a platform to share their in-depth knowledge and timely insights – with the goal of helping you solve problems, manage challenges and understand the constantly shifting landscape of paid search, paid social and display. 5 ways to get PPC and SEO working together.

SEO 135

SEO Search Marketers Management Branding 135

Search Engine Land

JULY 26, 2023

Automation and AI have already revolutionized the search industry, and it’s worth considering what other changes could be coming our way in the future. Based on recent history and other indications from platforms like Google and Microsoft, here’s what might be in store for our PPC campaigns. It’s no secret.

Management 98

Management Transform Advertising Advertisers 98

Search Engine Land

DECEMBER 12, 2023

One fundamental part is developing a well-rounded paid search strategy that matches your strengths and works within the PPC platform’s limitations. The solution is to make sure everything is dialed in, so let’s cover: What campaigns are at your disposal. Advice on campaign structure. Common mistakes to avoid.

Non-Profit 139

Non-Profit eCommerce CRM User-Generated 139

Search Engine Land

NOVEMBER 2, 2023

Feed management in PPC , especially within platforms like Google Ads and Microsoft Ads, is crucial for organizing and updating product or service data. What is product feed optimization? At its core, product feed optimization in PPC is about creating keyword-rich titles and descriptions that: Match search queries.

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Product Transform Shoppers eBook 127

Search Engine Land

MARCH 22, 2023

Understanding macro trends is crucial for making informed decisions within your PPC account. 3 ways to stay on top of PPC performance covered how to monitor your paid search performance comprehensively. Contextualize your PPC performance with macro-trend monitoring Various external factors may impact your paid search efforts.

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PR Advertising Advertisers Analytics 98

Search Engine Land

JUNE 27, 2023

And this doesn’t include the titles of four other sessions on related topics like “Revolutionize your PPC game with GPT.” And there’s no question that generative AI will change SEO as a profession and revolutionize your PPC game. Why do 80% of PPC specialists need upskilling? Hey, I get it. See new products and services.

SEO 100

SEO Social Media Marketing User-Generated PR 100

Martech

AUGUST 25, 2022

Performance Max campaigns from Google are causing quite the stir in the advertising world. Here we’ll share some of the tips we’ve gathered from talking to a lot of our customers and several PPC experts, including some Googlers in our PPC Town Hall episodes. Could it be the same with PPC automation?

Advertising 101

Advertising Advertisers User-Generated Price 101

Search Engine Land

SEPTEMBER 22, 2023

As advertisers, we want to maximize our PPC budgets for our clients But how do we do that? Run on a variety of campaign types It’s easy to get blinded by the latest and greatest from Google, but like with your 401K, diversifying your investments is a must. However, always take the time to test things for yourself. SUBSCRIBE See terms.

eCommerce 129

eCommerce Non-Profit Customer Acquisition Shoppers 129